The “new economy” has completely revolutionized how small businesses operate. Traditional marketing tactics such as print and television advertising are becoming obsolete. In order for companies to be successful they must ban together with customers, suppliers, complementary businesses, and even competitors. Marketing collaboration can strengthen relationships, produce deeper insights, and build overall brand awareness. The success of every small business rides on its ability to enlist others to help convert ordinary customers into loyal fans and brand evangelists. Companies can dramatically cut advertising costs by letting consumers and third parties do the talking for them! In this workshop-style presentation Felena Hanson will be sharing the five keys to collaboration marketing as well as local case studies. You’ll walk away with a mini action plan for success!

1. Twitter.com/HeraHub | Facebook.com/HeraHub

2. Collaboration
Twitter.com/HeraHub | Facebook.com/HeraHub
Marketing
Felena Hanson
Founder, Hera Hub

3. 1. My story 1. Case studies
2. Keys to collaboration 2. Table networking – put into
marketing practice!

4. ACCEPT UNCERTAINTY
My Story
1. Inspired by Dad
2. Sales rep
3. Marketing
4. Co-preneur
5. MBA
6. Mafia
7. Director of Marketing
8. Marketing Strategy
Be flexible
9. Professor Experiment more
Embrace failure
10.Collaboration Expert
Image: http://russelldavies.typepad.com/planning/

5. Keys Authentic
Identifying the brand’s voice
Assist
Give back / Get involved
Affiliates
Referral Partners / Brand Evangelists
Address
Spur online conversations and reviews
Analyze
Monitor & measure

6. One to many – scale message
GOALS
Create brand evangelists
Produce deeper insights about customers
BONU
S
Strengthen relationships TAKE ! ALTHOU
S G
MUCH TIME, IT’S H IT
TRAD CHEAPER
IT THAN
MARK IONAL
ETING
!!!
Build overall brand awareness

8. 1
Authentic
Identify the brand voice

9. If your brand
was a car…
what would it
be?
Why???
Pay attention
to key words

10. “I had no idea that being your authentic self could make me
as rich as I've become. If I had, I'd have done it a lot earlier.”
Oprah Winfrey

11. 2 Assist - Give back / Get involved!
Run Women Run
SMA
BUT RT AL
L
FOR YOU IANC
Jeans for Justice D
RET ANYT ON’T S…
E
Women’s Empowerment URN HIN A
! G IN SK
Just in Time for Foster Youth
Girls Give Back – Jewish Family Services

12. EXAMPLE
BONUS: MAKES YOUR
BRAND INTERESTING!

13. 3
Affiliates
Referral Partners / Brand Evangelists
• NAWBO
• Women in Science
• Women in Technology
• Women in Construction
• Connected Women of Influence
• Women in Business

14. CREDIBILITY BY ASSOCIATION
LOOKING FOR NEW MARKET EXPOSURE
ONE TO MANY VS. ONE-ON-ONE
AGREE ON GIVE AND TAKE! YES… YOU CAN ASK!!!

15. 4
Address
Spur online conversations and reviews

16. OTHER EXAMPLES…

17. 5 Analyze - Monitor & measure

18. www.tweetreach.com

19. www.marketing.grader.com

21. COLLABORATE, COLLABORATE, COLLABORATE!!!

22. CASE STUDIES
3 COMPANIES
6 MONTHS
MONTHLY COACHING MEETINGS

23. Kim Richards

24. Kim Richards
• New venture
• Networking
• Focus
• Referral partners
• Consistent message
• Outcomes
• PR for KDR PR
• Building brand in STEAM
• Website, social media presence
• New client - UCSD Extension, targeted networking
in STEAM and collaborations are the keys to moving
my business forward

25. Vivian Sayward

26. • Vivacity Collaborative Marketing Plan
• Affiliates
• Vendors/Contractors
• Influential Customers
• Assisting the Market
• Pro Kids
• Results
• Lessons Learned

27. Dana Rideout
Career Publicist Services
Elevating the Visibility of
Professional Women

28. • Affiliates
• Recruiters
• Industry Associations
• Addressing the Market
• LinkedIn Group Discussions
• Networking Participation
• Assisting the Market
• Bartering Services
• Recommendations
• Results
• Lessons Learned

29. CASE STUDY RESULTS
Increased social media presence by 30-50%
Increased online presence by 20-30%

31. TABLE NETWORKING
Partner with someone at your table you don’t know
Introductions: 5 minutes (2.5 min each)
Assignment: 10 minutes (5 min each) - see next slide

32. Key #3 - Affiliates
Referral Partners / Brand Evangelists
Assignment
Work with your partner to identify your top referral partners /
current brand evangelists (by name if you can!)
Person #A Person #B
1. ______________________________ 1. ______________________________
2. ______________________________ 2. ______________________________
3. ______________________________ 3. ______________________________
4. ______________________________ 4. ______________________________
5. ______________________________ 5. ______________________________
Affiliates
Each company must mobilize and leverage third parties to, ideally, become an invaluable resource for their customers. For example a small
business Attorney could collaborate with an Accountant, Insurance Broker, Business Coach, and Financial Planner to write articles, present
workshops, and overall cross-pollinate customers. By working together complementary businesses can keep the target customer within reach
at all times. By serving as the orchestrator, helping to connect customers with other entities, collaboration marketers develop richer profiles of
customers and their needs.

35. Collaboration
Twitter.com/HeraHub | Facebook.com/HeraHub
Marketing
Felena Hanson
Founder, Hera Hub