April 16, 2009

Retail Therapy

I just had a promising convo. with the agency for a big retailer as a possible partner for the NY Int'l Latino Film Festival. I think she's particularly interested in Cinema Under the Stars (free, outdoor screenings) because it targets the broader, multi-generational Latino community and that's sort of more appropriate for this major, mainstream retailer.

Partnerships with retail partners can be very interesting opportunities because they frequently include vendors as coop partners. For example, if you're talking to a pharmacy, they may ask particular brands in relevant categories (i.e., candy, pharma, beverages, etc.) if they want to foot part of the bill and, in turn, participate in the event. As a result of the shared sponsorship expense, the retailer pays less money to the event so it's an easier sell. It's a very similar arrangement to media partnerships, where the client becomes a sales agent for you. Basically, when it works the right way, it's a win-win-win.

That said. I've already sent out the proposal and now, as always, we wait...


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