A very interesting topic you’ve chosen!
Coalition marketing is an innovative solution allowing companies to
join forces in a variety of fashions to achieve a common marketing
goal. Three of the most common forms of coalition marketing are (1)
helping small businesses compete; (2) reaching broad, but targeted,
audiences; and (3) building and maintaining brand loyalty.
Helping small businesses
Coalition marketing helps small businesses enjoy many of the same
benefits of larger enterprises. For example, in terms of buying power,
a local Mom & Pop store is unable to compete with large chains and
superstores. Likewise, suppliers find it far too expensive to market
individually to such small and disparate entities. However, if Mom &
Pop stores in a given geographic area were to join forces, their
collective buying power makes it worthwhile to suppliers, thus
enabling the Mom & Pop stores to gain many of the pricing benefits
formerly reserved only for chain stores.
An excellent illustration of the Mom & Pop analogy can be found in an
article published in March at:
http://www.siamfuture.com/ThaiNews/ThNewsTxt.asp?tid=1181
The article discusses the introduction of a coalition marketing
strategy to develop synergy between traditional Mom & Pop stores and
their suppliers, while helping reduce costs for both.
Reaching a broad audience
Coalition marketing can also be used by large businesses to cost
effectively reach a broad section of the population. The NMTC is a
self-described “coalition of the leading newspapers in 21 major
markets”. By joining forces, the NTMC provides a cost-effective means
for advertisers to reach a broad audience. The coupon catalogues many
of us find in our Sunday newspapers are the results of coalition
marketing through agencies like the NMTC.
You can learn more about NMTC at:
http://www.ntmcdata.com/
The state of Nevada use coalition marketing to ensure that uninsured
residents are enrolled in Medicaid and/or the NV check-up program
where eligible. The state assumes responsibility for much of the
marketing materials and research, and the local offices are charged
with disseminating the information to their specific populaces.
http://www.gbpca.net/coveringkids/workplan.htm
Perhaps two of the best known coalition marketing groups in the United
States would be AAA and United Way. Rather than having individual
charities compete with one another for donations, the United Way forms
an umbrella of sorts over these organizations, performing major
fundraising functions, overseeing the eligibility of the charities,
and essentially providing that “one-stop-shop” for the consumer who
wishes to donate to reputable causes. With a humble beginning in
roadside assistance, AAA joins forces with major hotel chains, car
rental agencies, theme parks, etc. to provide discounts and additional
benefits to members.
United Way: http://national.unitedway.org/myuw/
AAA: http://www.aaa.com
Buildig loyalty
From the corporate perspective, coalition marketing typically
manifests as “cause related marketing”. Popularized in the early
1980s, CRM allows companies to join forces with other companies or
nonprofit organizations, forming an alliance to market their wares for
mutual benefit. An excellent whitepaper on CRM can be found at:
http://www.bsr.org/BSRResources/WhitePaperDetail.cfm?DocumentID=215
A solid overview with examples of CRM can be found at:
http://fdncenter.org/learn/faqs/cause_marketing.html
A good example of coalition marketing manifesting itself as CRM can be
found with KidsFirst! Run by the Coalition for Quality Children's
Media, KidsFirst! Evaluates and rates children’s programs. Publishers
pay for title submissions and these titles are then offered via the
KidsFirst! Web store. More on the KidsFirst! CRM campaign can be found
at:
http://www.cqcm.org/kidsfirst/html/corpmem.htm
Search terms used:
“coalition marketing”
“marketing coalition”
“strategic marketing coalitions”
“cause related marketing”
I hope this suitably addresses your question regarding coalition
marketing, but if not I hope you will feel free to request further
clarification.
Thanks for using Google Answers!
Regards,
Antivirus-ga |
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