Not far from where I live is a strip mall with a large marquee facing a very busy boulevard. The marquee lists all of the stores in the mall including one called Emily’s. I don’t know what Emily’s sells because I’m always too busy to stop. For all I know, I’m shopping at Emily’s competitor. The store’s name doesn’t yield a clue.

 

I’ve got a solution for the Emily’s of the world: find a good marketing partner. A marketing partnership would align Emily’s with another business that shares the same target audience. This would enable Emily’s to capitalize on the partner’s marketing campaign, and ultimately raise awareness about who Emily’s is and what it sells.

 

If Emily’s targets women buyers, I might recommend the upcoming Girlfriends Expo & Getaway. Women come to this event in large groups specifically to shop and have a great time. Last year, 68% told us they would definitely buy something for themselves or a friend at the expo. Our marketing partners receive a number of options including booth space; mention on TV, radio and print ads; mention on the tickets, seminar time during the expo, their logo on the Girlfriends Expo & Getaway home page with a hyperlink to their website; and the right to participate in the attendee marketing survey.  

 

If Emily’s did all that, I might know who they are and I might even decide to shop there.