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The Robinson Report – Build Alliances

A refresher from when the world was different – January 2020.)

Notice how, with little fanfare, artists have taken to aggressively building alliances with other media.

Far beyond 15 years ago when the insertion of songs from The Fray to Anna Nalick to Snow Patrol found a Grey’s Anatomy audience.

Plus, you find networks running the song ‘bug’ during promos in the lower corner identifying the artist and title!

Music licensing unions  jumped into the act a decade ago – with tutorial for musicians to get exposure for their art.

Disney properties execute this across all their platforms (ESPN on ABC – Hulu with Disney +) without reservation!

Audience Development Group has strategic alliances with Troy Research and The Talent Farm among other quid pro quo agreements.

Now more than ever, native media hungers for broad strategic alliances.
Starting today, search outside the typical channels of exposure and certainly outside your comfort zone.

  • Post-Covid – Zero into ONE affinity partnership in your community that contains substantial audience return – then become a part of every parade, festival, pig roast, fireman challenge and civic event they do. You will be rewarded with prominence in all their events.
  • Reach out across another platform for cross promotion – even if it’s NOT in your group – most groups are doing this with television weather now.
  • Approach a grocery chain for your brand to ‘own an aisle’ where the store features specials available only advertised with you – insist on placing several FLOOR decals (the last uncluttered space in a grocery store) in the aisle for maximum exposure.

Media noise has increased to deafening levels on all platforms (Social, Amazon Music, Netflix, Connected Car) and radio’s impact is suffering.

The world has shifted in non-traditional ways we could never have imagined.

Make 2020 your opportunity to maximize alliances with non-traditional partners.

Next Week: Kaizen