The heart of the problem: It’s a noisy world. Five thousand advertisements ambush you and I daily (Yankelovich 2008). And many of these ads are saturated with ad-speak and hype, leaving consumers more than a bit overwhelmed.

So, what can you do about it?

Consider forming an exclusive marketing partnership with a complimentary business.

The marketing partnership between Select Comfort and Radisson Hotels provides a sparkling example. Since 2004, the two companies have teamed up to outfit Radisson hotels with the Sleep Number bed – a move that provides a marketing boost for both parties.

So let’s quickly break down the marketing benefits for each.

Benefits for Radisson:

Swapping out the standard-issue hotel mattress with the Sleep Number adjustable bed creates a strong point of differentiation for Radisson.

More than anything, you want a good night’s sleep while away from the comfort of your own bed. Right?

Now Radisson can promise you what no other hotel chain can: personalized comfort. Just dial up the exact degree of firmness that allows you to sleep like a baby.

Benefits for Select Comfort:

The Radisson partnership gives Select Comfort a way to introduce its Sleep Number bed to consumers in a non-intrusive way, cutting through the clutter of ad-speak and hype.

Better yet, it allows the company to demonstrate the comfort and versatility of its Sleep Number bed. After all, there’s nothing more persuasive than giving customers the opportunity to experience the virtues of your product or service before buying.

Conclusion:

I’m unaware of financial details of the agreement, but I’m betting it’s a win-win for both companies. I imagine Radisson gets a sweetheart deal on a top-notch mattress for its hotels, while Select Comfort benefits from an effective, inexpensive way to advertise its product.

Ready to take action? Make a list of complimentary businesses you can explore negotiating an exclusive partnership with. But don’t stop there. Call or send an email to each. You never know what opportunities will emerge.