My teeth were cut in the 80’s as an ad executive in traditional advertising and public relations and opening a costume concierge business in 2010, I embraced social media. I’ve noted, working with other new entrepreneurs, especially women, that cash poor and product heavy businesses choose collaboration or cross promotion to market themselves.
However, these collaborations fail or are horribly unsatisfying for the Entrepreneur and this is why.
Entrepreneurs are creative, passionate and energetic … and hopeful. You feel if you offer a quality product for free, including your time, that the collaborating company will give you something equal in kind. Right? Wrong. How could you not help but be disappointed with yourself or the result?
Here are some tips and case studies about entrepreneurial collaboration that work for different reasons.
Tip 1 – The Six W’s. Whose going to be there that is important to me? When am I expected to be at this event? What do I have to provide for this event? Where in the event am I situated? Why am I going to this event? HoW the hell do I get the most out of this collaboration?
Case Study 1 – Hockey School Fundraiser – The question Where found me in a private venue for an adult-only event with lots of food, drink and dim lighting. The challenge was how to feature my product amongst hundreds of others. With my mannequin dressed in as Elsa [the hottest 2014 costume] beside a rotating photo frame of my product, the event coordinator said it was a total hit, attracting attention to my table while improving the overall quality of her event.
Tip 2 – Value can be measured in many ways. Contradicting myself, sometimes a charitable event meets your company’s mission statement, or free product for a photo shoot gives you lifestyle shots of your product.
Case Study 2 – Photography Collaboration – I invited my co-op students to a participate in a free photo shoot. The goal for the photographer and myself was to break creative boredom by working in a new genre called Cosplay. I agreed to let the students pose in their own costumes as long as they were holding/wearing at least one of my products and if I could use the photographs in social media. I learned a great deal about Cosplay and how I might make money from these young adults and was cool by association.
Tip 3 – Ask for what you want out of the deal. They will either say yes or no.
Case Study 3 – Library Workshop Collaboration – I’d hoped this event would give me data on how to proceed with the development of additional teaching units for middle schools and private playgrounds. I asked if the Mississauga Public Library would use their substantial electronic and paper distribution systems to publicize the events. They said yes, and I thought I was a shoe-in. After six weeks of marketing, we had only six teens attend the workshop, a total bust. I’m still not sure why the marketing failed, but the positive outcome was testing the ideas without having to carry the entire cost. #BigGuysCanAlsobeNiceGuys
Tip 4 – Don’t just value your products. Put a value your time.
Case Study 4 – Sponsorship of The Toronto Zombie Walk & Halloween Parade. Not exactly a “collaborative” event since I am paying for vendor space and banner placement, but with this group IF you are creative the opportunity over and above the sponsorship is substantial. What did I get? Sponsorship means that my advertising banner, on TZW web site, is linked to my web store for a full year. TZW has other events all year long that I can springboard from. TZW also pimps me in other ways.
For example, they introduced me to AMI whose one hour filming on site with Blindsighted Host Kelly Macdonald, airs in January 2015, not in October when I am over saturated with “opportunities”. Finally, the buttons I give away annually at TZW have my website address. Because the TZW event, like Cosplay, is a highly photographed event, people with our buttons will show up in photographs until digital kingdom is done. The bang for my buck of time is amazing value. #ExploitinaNiceway
Case Study 5 – Through Twitter I met Murder Mystery Maven, Leigh Clements. Having made custom flapper head bands for many of her guests at a Toronto event she hosted, I impressed photographer Wales Wong. With Wales and her team, on a rainy day in Toronto, I helped style a photo shoot published in Dark Beauty Magazine. My credit styling this event, again, appears on the internet in multiple places giving weight to my store’s web metrics in ways I will never understand and making me feel very cool, just by association. #FollowtheThread
Case Study 6 – St Joseph’s Health Centre Halloween fundraising campaign in Bloor West Village. I created looks and styled five families as super heroes. The ad campaign would appear on a web site, posters, banners, elevator doors. I did it because my kids went there for every major crisis, it was a challenge and it was very cool. #CommunityService #Volunteer
Tip 5 – Some people or companies may just be dicks. If they are really all that and it’s worth riding on their coat tails, just be grateful. If they think they are all that, you either bought into it or were naive and in either case, you’ve got to just accept it and move on.
Case Study 5 – Shall Remain Nameless Collaboration. I was invited to do something cool, a workshop on prosthetics and make-up and I spent months designing and over $1,000 in products, staff and hotel with a promise of reciprocal social media promotion, being in the paper program, blah blah blah. I was so excited I said yes, pulled out all the stops, created an amazing event, fizzle, burn, nadda in return. It was humiliating. It was embarrassing and … my ego and enthusiasm is definitely to blame.
I’m sure I will make more mistakes in this entrepreneurial journey at FeeFiFoFun Costumes and in my blogging Off the Porch, Black Oaks and In Disguise, but if I enter with my eyes wide open I can enjoy the best and throw away the rest.