How do you target a market as specific as left handed buyers of blue four door Fords? Pretty much the same way you target - mothers to be, pink toilet owners, and those who have a bobble-head on their dash.

First ask yourself, “Who has access to those I want to reach?” the answer is the opportunity I call, ‘Reciprocal Partnership Marketing’ (RPM). RPM is a powerfulmarketing concept. It allows you to literally, and effectively, put your message into the hands of your prospects.

Here’s an example of how:

Mr & Mrs Baker buy a $1000 necklace from Rolling Gold Jewelry Store. Aftr completing the transaction, the clerk hands a package to the Bakers and says, “Rolling Gold Jewelry and Jim’s Insurance want you to have this jewelry cleaning cloth as our gift.” Inside the package is a jewelry cleaning cloth bearing the logos and phone numbers of the jewelry store AND the insurance agent. A card explains the importance of ‘protecting your investment’ by keeping it clean. The card also points out under what circumstances a jewelry insurance policy might be beneficial to ‘further protect your investment’. The card carries both the logos and contact information of both the jewelry store and the insurance agent.

The insurance agent reciprocates by referring peole to the jewelry store for appraisals in advance of writing insurance jewelry riders. In addition, upon completing an insurance sale, the agent gives the client a nice document / policy holder, again bearing the logos and phone numbers of the agent AND the jewelry store. Inside, a card reinforces the value of annual insurance check ups. The card further points out that nothing ‘insures’ (creative license, the correct word is - ensures) fond memories of annual events such as anniversaries and birthdays … like fine jewelry.

The concept works across a broad spectrum.

A clothing store that wants to target women for a Friday sale partners with an appropriate nightclub (bar) that features a Thursday Ladies’ Night. Specially imprinted cocktail napkins, a cople of drawings for dual-logoed prizes and a few posters could drive sales for the clothing store’s Friday event. Of course, the clothing store hypes next Thursday’s ladies’ night for the nightclub by handing out the nightclubs promotional item, other promotional info, and displaying posters.

And the targets I mentioned earlier? To target mothers to be, partner with an OB-GYN. Pink toilet owners - partner with a plumber. hose who have bobble-heads on their dash boards - partner with an instant oil change firm. And if you really want to target left-hande buyers of blue Fords. It’s as simple as partnering with someone who sells Fords.

Who has access to those YOU want to target?

The power of Reciprocal Partnership Marketing can be as simple as passing out each others literature. However, through creative thought and the right promotional products and approach, you can really drive up the RPM’s on the ‘ole sales meter.

Stumble it!