Cable, Retailers Team Up For Must-Have Marketing Strategies


Alice Foote MacDougall, a late 19th century coffee and tea merchant, once said, “In business, you get what you want by giving other people what they want.” That philosophy fits the trend toward collaborative marketing.

Cable companies and programmers take their attractive content and platforms to potential retail business partners, giving retailers what they want: the chance to append themselves to a popular brand or an expanding media opportunity. It’s a win-win business proposition.

Whether it’s pairing National Geographic Channel’s The Dog Whisperer with pet supply company Petco, or Time Warner Cable’s joint campaign with Court TV on Dominick Dunne’s Power, Privilege and Justice, collaborative marketing is fast becoming a must-have strategy.

“It not only helps the branding, but now the vertical integration of public relations, ad sales and other functions works together with retailers to create a collaborative marketing effort. It’s definitely moving from a trend to must-do marketing, particularly in the cable industry. It’s very powerful,” said Anne Cowan, senior vice president of communications and marketing for the Cable & Telecommunications Association of Marketing.

Powerful indeed. Adelphia Communications Corp.’s Buffalo system has gone beyond the big-box store strategy to enlist the aid of smaller, respected electronics retailers to sell HDTV programming. The result: More points of customer contact translated into a boost in HD sales.

And the parade of all-encompassing collaborative marketing campaigns is expanding, evidenced by the successful case studies in this Multichannel News report.