Co-Marketing Strategies

Co-Marketing has become a popular strategy, as shown in this article.

When you stroll through the camera aisle at Staples in midtown Manhattan, a Hewlett-Packard digital photography center display quickly catches your eye.

One showcase features HP's lineup of printers and scanners. A second holds more HP offerings ranging from paper and memory cards to accessories like camera pouches and high-speed cables.

The displays are part of a marketing pact Staples has struck with HP. The two firms share the expenses.

Staples is one of a growing number of cost-conscious companies striking deals to get more bang for their marketing bucks.

For instance, Avon Products Inc. (AVP) has forged pacts to promote its new Mark line of beauty products aimed at women ages 16 to 24.

Why are such moves catching on? Because they let firms stretch their marketing dollars and extend their reach to more consumers.

I've noticed more and more of this in recent years. But I wonder, should companies associate themselves too much with other companies this way? It could be a big boost for a small company to associate with an established respected firm, but it could be a drag if one of the co-marketers has some type of quality or fraud scandal that tarnishes the brand. In that case one company could drag the other brand down.

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