Businesses of all types and industries are getting into the event business. They’re offering how-to demos, social gatherings, night outs, and a lot more. Best of all, they’re collaborating with some unlikely partners.
Using a similar type of collaboration can help you reach new audiences, enhance your offerings, and drive sales. Here are 15 innovative partnership ideas that can benefit small businesses across various industries.
Even if you don’t see your industry in the list below, you can use these ideas to get thinking about what businesses could be good referral (and joint event) partners for you. Remember, the more creative, the better. You don’t need to be in complementary industries, you just want to find another business who may share a similar (but not the same) audience. You can also ask yourself, “what would my audience want that is not in direct competition with what I do?”
Here's what’s going on in my area:
That’s just the beginning.
Here are a few other ideas of what you might do with a newfound pairing:
Joint Events and Programs. Host wellness workshops, nutrition seminars, or fitness challenges together. The fitness studio can offer workout classes, while the health food store provides healthy snacks and nutrition advice.
Referral Program. Offer discounts to each other’s customers.
Newsletter Guest Appearances. Feature each other in newsletters, blogs, or in videos, sharing health tips, recipes, and fitness advice to engage both audiences.
Art Exhibitions and Coffee Tastings. Organize art shows at the café, where patrons can enjoy local artwork while sipping on specialty coffee. The art gallery can also host coffee tastings during their exhibitions.
Social Media Collaborations. Share each other’s events and promotions on social media, attracting art lovers and coffee enthusiasts alike.
Customer Loyalty Programs. Offer a discount where customers at both businesses receive a discount on the other or special gift for visiting.
Pet Care Workshops. Host workshops on pet grooming, nutrition, and training. The grooming salon can demonstrate grooming techniques, while the pet supply store offers products and advice.
Cross-Promotions. Feature each other’s services and products in-store and online. For example, the grooming salon can promote special offers on pet supplies, and the pet supply store can highlight grooming packages.
Community Events. Organize pet adoption events or charity drives for animal shelters, enhancing both businesses’ community involvement and visibility.
Wellness Retreats. Collaborate on wellness retreats or day-long events that combine yoga sessions with skincare workshops and organic product samples.
In-Store Pop-Ups. The skincare shop can set up a pop-up at the yoga studio to sell products and provide skin consultations after classes.
Joint Social Media Campaigns. Share wellness tips, yoga poses, and skincare routines on social media, reaching a broader audience interested in holistic health.
Storytime and Play Sessions. Host joint events where kids can enjoy story time readings followed by play sessions with toys related to the stories. My local bookstore does “Stuffy Stories,” where guests are welcome to bring their favorite stuffed animals to enjoy the story too. You could easily incorporate this idea with a local toy store discount coupon for attending.
Holiday Gift Guides. Create and share holiday gift guides featuring toys and books, helping parents find the perfect presents while promoting both stores.
Wine Pairing Dinners. Collaborate on wine pairing dinners where the restaurant provides a gourmet meal paired with wines selected by the wine store.
Tasting Events. Host joint tasting events, offering samples of wines and appetizers from the restaurant, attracting food and wine enthusiasts.
Cross-Promotions. Feature each other’s offerings in-store and online. The wine store can promote the restaurant’s events and vice versa, enhancing visibility for both businesses.
Guided Bike Tours. Organize guided bike tours that explore local trails and scenic routes. The bike shop can provide equipment, while the adventure company leads the tours and offers outdoor expertise.
Workshops and Clinics. Host workshops on bike maintenance and outdoor survival skills, attracting cycling enthusiasts and adventure seekers.
Referral Incentives. Offer referral incentives where customers who purchase a bike get a discount on adventure trips, and vice versa.
Bridal Showers and Events. Partner to host bridal showers, weddings, and other events where the bakery provides cakes and pastries, and the flower shop offers floral arrangements.
Seasonal Promotions. Create seasonal promotions with themed baked goods and floral arrangements, such as Valentine’s Day packages or holiday gift baskets.
Customer Appreciation Days. Host customer appreciation events with complimentary samples of baked goods and small floral bouquets, thanking loyal customers of both businesses.
Wedding Packages. Offer comprehensive wedding packages that include photography services and event planning, providing a one-stop solution for couples.
Joint Marketing Efforts. Feature each other’s services in brochures, websites, and social media, showcasing how the collaboration enhances the overall event experience.
Referral Program. Establish a referral program where each business refers clients to the other, with discounts or bonuses as incentives.
Music Workshops. Host music workshops and masterclasses where the music school provides instruction, and the instrument store showcases and sells instruments.
Concert Series. Organize a concert series featuring students from the music school performing with instruments from the store, drawing in audiences from both customer bases.
Collaborative Content. Create and share content such as tutorials, instrument care tips, and performance videos on social media and YouTube, engaging and educating followers.
1. Custom furniture maker and interior design studio
2. Vintage clothing store and record shop
3. Local theater and fine dining restaurant
4. Herbal tea shop and yoga retreat center
5. Artisan chocolate shop and wine bar
By forming creative partnerships with other businesses, you can leverage each other’s strengths to attract new customers, enhance their offerings, and drive sales. If you don’t know who to partner with, ask your local chamber. They can help you find a complementary business with shared values and goals, and make the introduction for you.
Christina Metcalf is a writer/ghostwriter who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She loves road trips, hates exclamation points, and is currently reading three books at once.
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