Getting others to cover your promotional costs is something I always tell people to do - and they always look at me like I'm a little crazy. But I've found a great example of this done by a Sydney promotions agency, DKM.
They've produced this little 16 page magazine, with several articles that offer real value but still tout the "promotional products" message. They've then arranged to have it distributed with Marketing and B&T - and sold off advertising space over about 9 pages to help fund the entire thing.
Very clever, great reach - and according to Niche Media who did the production and design - it's got the attention of other marketers, who've been calling Niche to ask how the whole thing came together.
Who could you be working with to help offset (or totally fund) the cost of your promotions?
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