In a recent blog post I talked about savvy marketing and what it is. While browsing my email today I found a great example of savvy marketing.
Last year, I interviewed Stephanie Vozza, creator of a website called The Organized Parent.com. You can read my original article, Home Business Mom. I was perusing an email from Franklin Covey.com – you know the time-management people. I love their email and their website. They always have really cool planners and totes to help you stay organized. Franklin Covey promotes continuously to anyone who has ever bought anything from them, or to any email in their database.
This time it was a “Back to Busy” sales flyer and there were some really cute new items I had never seen there before, so I clicked through to take a closer look. One of the links was The Organized Parent. How neat, I thought as I clicked the link.
There was a whole page of items from the Organized Parent with neat colors and totally different products from the sort of stuff the corporate-oriented Franklin Covey site normally carries. That made me totally curious. How did Stephanie get Franklin Covey to carry and promote her products – after all, she is somewhat of a competitor?
I shot off an email and here is Stephanie Vozza’s response.
I’m happy to tell you the rest of the story regarding FranklinCovey!
You’ll notice that FranklinCovey has several partners on their site. I was fortunate enough to be their first. The CEO Sarah Merz contacted me in February 2009 to see if I’d like to form a partnership.
Being the global leader in time management, FranklinCovey wanted to expand their website offerings with a wider variety of organizational products. Understanding the power of partnerships, they decided to find leaders in different organizing niches and I was tapped to be the family organizing tool supplier.
I sell a selection of my products on their site and I blog for them as the FranklinCovey Busy Mom Guru at their Get Organized Community. In return, I get a broader platform and increased brand awareness.
You mentioned that we’re competitors. I think this is where business owners need to define and develop a strong expertise in their niche. Like I mentioned, FranklinCovey is the global leader in time management. The Organized Parent is a leader in organization as it pertains to moms. Similar but different. I would encourage small business owners to seek out similar relationships with large companies. As Stephen Covey himself would say, look for the win/win.
I believe we’re all in this together and the companies that survive and thrive are the companies that put the needs of their customers first. This year, I have become the Organizing Guru for giggle.com, a great store for new parents. And I will continue to seek out new partnerships that expose The Organized Parent brand to a new segment of moms.
Well, we at Savvy Marketing Secrets applaud Stephanie Vozza’s success. We’re also grateful that she took the time to bring us this update. We invite our readers to share their own savvy marketing success stories. Leave a comment below to let us know what you think.