What The Zombies Can Tell Us about Strategic Alliances
By Nina Kaufman, Esq.Zombies? No, not in the George-Romero-Night-of-the-Living-Dead kind of zombies. Zombies as in the British-rock-band-from-the-1960s kind of zombies.
As Lewis Green points out in his blogpost, What The Zombies Can Tell Us about Marketing, television stations are using strategic alliances with (what I will call) “content providers” in order to reach a particular target market. It’s quite brilliant, in a simple, why-didn’t-I-think-of-that-before way. Briefly,
The [PBS] stations form a strategic partnership with a business (a rock band) that fulfills the wants and needs of their typical Saturday night audience [Baby Boomers born between 1946 and 1960]. The station benefits by raising more money . . . and the bands get to play before an audience who idolizes them and will buy their merchandise and their music.
How about your business? Are there as-yet-undiscovered channels that you can explore for reaching your target market? Charitable organizations? Business associations? Educational institutions? Let me know what you’ve found that works!
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