Use Collective Marketing to grow your business
Tuesday, 7 March 2017
Photo: Karolina Stus (Kapiti Now marketing collective)
Collective Marketing is the commitment of a group of businesses with a common agenda to build a marketplace, using a structured form of collaboration.
In New Zealand we see collective principles at play all the time, we use it to negotiate pay, create co-operatives that provide the collective of businesses buying power and we see it in many professions where a group of doctors, accountants, lawyers etc. work together to achieve more. Farmers in our country own the most successful collective 'Fonterra' our number one business.
We see collectives forming with organisations that would normally be seen as competitors i.e. Why does a McDonalds sit next to a KFC who is beside the Pizza Hut? Simple they create a marketplace where people looking for fast food can come. By attracting people collectively to one place each has a better chance of securing more customers. It is also handy when you have fussy kids like mine who refuse to eat the same things.
Large businesses have the buying power due to their size, but through leadership and sensible management, a group of small businesses have as much chance to create buying power but even more powerful than that, they can also use the power of collective marketing to help them build their business.
In Kapiti (My home) we are building a marketing collective 'Kapiti Now' using the internet (website) and social media (Facebook and Twitter). We have grown to 40+ businesses in a year and we meet monthly to discuss marketing using the mastermind approach. We have a good core group of people who are really starting to understand how being in the collective works. By using Facebook there is a simple way of helping each other that takes but a few minutes a day. Midway through last year we also set up a regional collective Wellington Today which has added something different. The Wellington Today Facebook marketing site is rocketing along but we struggle to get more than a half a dozen people along to each meeting. I have no doubt the regional project will be very successful but it does seem that small local area projects are important to get the 'networking and marketing meetings' to a level where people really value them. These local groups will also be helpful in educating business people to why they should make the effort to travel to the regional group meetings.
The Wellington Today Facebook marketing site is rocketing along which gives great value to the members of the group regardless of the lower turnout to meetings, it seems by being involved in both my clients get the best of both worlds. I have no doubt the regional project will be very successful but it does seem that small local area projects are important to get the 'networking and marketing meetings' to a level where people really value them.
Everyone learns from each other and we are lucky to have attracted a number of coaches who really help to add value to our groups.
Business is being done through the relationships and our businesses are really starting to understand what marketing is all about. We teach modern marketing approaches at the meetings and compare with each other what seems to work well.
Longer term we will look at collective bargaining to buy marketing to really push the group expanding to other forms of media.I am keen to here from other business people who are interested in starting up a collective in their community, the benefits are great and the opportunity for establishing mastermind groups creates a wonderful personal development framework that is affordable and just as importantly FUN.
Your invitation to work with us
I am keen to here from other business people who are interested in starting up a collective in their community, the benefits are great and the opportunity for establishing mastermind groups creates a wonderful personal development framework that is affordable and just as importantly - its FUN.
In New Zealand I am in the process of establishing the Kiwi Business Network which basically is the collection of collectives, enabling a national approach to collective marketing.
About Tony Cutting
For over 20+ years I was primarily involved in the recruitment & talent management industries. In 1999 I established my own software business which I still manage today. In the past 3 years I have placed my focus on further developing my business and career coaching - I love helping and watching people turn their dreams into reality.