So how valuable can marketing to your brand’s audience really be? Here’s a great answer to that question—an innovation that’s turning the traditional ad sales model on it’s head.
From TechCrunch: San Francisco fashion start-up Cuyana is partnering with Real Simple magazine to create lines of clothing geared specifically for the magazine’s readers. It’s a new twist on sales and a win-win for both the publisher and the online-only clothing company.
Karla Gallardo, founder of Cuyana, put it this way: “On the production side, we innovated on the supply chain and we went direct to source. On the sales side, we’ve gone direct to consumer. And what we’re doing now is going direct to publisher. We’re reducing friction and reducing players in these industries,” she said.
Cuyana basically just went waaay beyond placing the typical magazine ad featuring the products they sell. Instead, they are giving the magazine’s readers their very own product.
The Real Simple-Cuyana example begs the question—have you explored partnership opportunities to this level for your niche magazine? Who would be interested in reaching your brand’s audience in a big, new way? Would they consider developing a line of their product just for your readers?
We’ll let you ponder the partnering possibilities for a bit. We bet you and your team can expand the scope of your key partnerships in LOTS of creative ways.
Here’s the full article from TechCrunch here if you want to read further:
About this blogger: Diana Landau is the Content Wrangler for Niche Media. A former corporate marketing hack, she has now found nirvana in writing and wrangling quality content. Diana is a food, wine, art and SF Giants enthusiast……who sometimes gets carried away.
Niche Media has created super niched-out events specifically for magazine publishers for over 12 years. We’ve helped pave the way for the era of boutique events that connect specific audiences and provide great educational, friendly and super-fun environments! Plus, Carl Landau – Niche Media’s Grand Poobah – just launched a blog all about creating and marketing targeted events – blog.NicheEventNation.com Check it out!
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