Matchmaking 101

Tomorrow morning, bright and early, I am meeting up with two people at Midas Spring Water to punch holes into coupons. Might not seem fun or challenging, but the path to this “event” was.

Often, Midas gets requests for donations for various events. While they work to increase their local exposure, at some point the “giveaways” lose their intent for the company and the company loses money. With a new sales person, Midas has begun looking to local businesses to develop partnerships and, of course, to stock their bottled water.

When two area food entities enthusiastically added Midas to their stock, Midas’ staff thought it would be a sign of appreciation for their business and an opportunity for everyone to increase exposure if they were included in the latest donation.

So tomorrow, we’ll hole-punch coupons for these two entities, and attach them to the tops of over 250 bottles of water and give the bottles away to high school graduating seniors. Not only will the blue bottles stand out, the coupons — for chocolate and frozen yogurt — will help the businesses develop their audience profile.  And, Midas creates a partnership of goodwill.

If the coupons for these high schoolers were for something unrelated to that demographic, this marketing partnership wouldn’t work.  This relationship will be optimized with coupons that are trackable, via code or a special printing. That way, all entities can see if this type of promotion works and precisely what the results are…

This might sound way too elementary, but there’s a lot to say about being creative and working together.  I’ll let you know how it goes….

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