The right way of course to do it, is for the wise to band together and spread the love and load! Normally in a financial slump, the first to go is the marketing expenditure. This is probably the worst thing a company can do. Many perceive the results not tangible but without marketing, any company seriously jeopardises itself in the long run if taking that route.
How to spread the love and load in the middle of stormy waters? I worked at the Two Oceans Aquarium for five years and was always fascinated with the clown fish display. Frenetically swimming in and out of the anemones, the symbiosis between the two was always intriguing. The clownfish is impervious against the anemone sting so it quite happily lives in the soft cocoon of the anemone while offering an animated cleaning service too.
When presented with a non-existent budget to do PR campaigns and events in this day and age, I usually engage "The Clown Fish and Anemone Syndrome". I call it symbiotic marketing. The days of swimming selfishly in isolation in the big sea of competition and marketing space, is long over and the wise are waking up to this approach. By aligning oneself with non-conflicting brands with similar core values, it is a recipe for success for any marketing strategy when the going is tough.
An example of just how successful a partnership like this can be is shown in the case of the international luxury bed brand, Hästens and the Taj Group of hotels. Both have presence in Cape Town, and both target the same market. It was only obvious to band together in a symbiotic manner. The Taj gets the top-end range of bed and linen to be used in one of its prestigious suites and Hästens is able to host prospective clients and media to appreciate the comfort and craftsmanship of the bed in an opulent environment.
Willie Williams, Director of Sales and Marketing at the Taj has this to say about the fruitful relationship: "The partnership with Taj and Hästens has come a long way since our flagship property, the Taj Mahal in Mumbai, India ordered a bed for President Obama's visit a few years ago. When Hästens was looking for a hotel partner in the Mother City, it was easy choice to choose Taj Cape Town and we were delighted to be part of this quality high-end brand such as Hästens. The quality in approach and clientele complement one other and we are delighted to be associated with this iconic international brand. We are also proud to have the only dedicated Hästens Suite in Africa!"
With a limited PR budget, innovative partnerships such as this are vital when treading the waters with financial despair. By marrying the key messages, core values and objectives of both brands, the campaign and bottom line is like a swim in the ocean, with all enjoying the ride of a successful partnership just like a clownfish and anemone!
