What happens when a small biotech company and a large pharmaceutical corporation hire one public relations agency to publicize their next "best-selling" product? Too many cooks in one kitchen? Not necessarily.
With a trend toward multiple companies co-marketing a single product, plenty of opportunities emerge for synergy.
Before going down this road, it is important to know that different corporate cultures and multiple players can work together as long as they remain focused on a common objective - the successful marketing of their product.
For a PR agency, strategy and problem-solving can be showcased beyond what is possible in the traditional singular company-agency relationship.
Furthermore, you can pique media interest in the corporate story about the two co-marketers - a "newshook" in and of itself.
Enhancing the Creative Process
To jump-start the creative process, keep in mind that each company brings different strengths and perspectives to the table. We have learned that you can find valuable common ground between your clients by using non-marketing people, such as medical and research professionals. Create and nurture team spirit. Remember that everyone is working toward the same goal.
The Stumbling Blocks
Even the most organized teams may encounter a few twists in the road. For example, each company may have a different level of commitment. It's important to recognize that the priorities are not equal, but don't let the commitment of one company influence the overall commitment to the product.
The product may be just one jewel in the crown of one company and the diamond solitaire of another. However, the marketplace does not care. Some companies may not be as technologically sophisticated as others, so you must be aware of the core competencies of different companies.
The internal communication network of each company may vary as well. One company may require a single person to sign off on a document, whereas another company may require five people.
Be sensitive to "elitist" attitudes. I know of a case where a vice president of a large company thought he was smarter than the vice president of a small company. Be sensitive to the fact that while we all come from different places - we now are all playing on the same "all-star" team.
The Agency's Role
An agency can be a facilitator in this creative and challenging process. Here's how:
- Provide a level playing field. Make sure that one company does not send a senior vice president to a meeting, while the other company sends an assistant to the managing director's deputy assistant.
- Avoid creating an uncomfortable meeting. Be prepared with an agenda, recap at the end, and don't leave the meeting without discussing next steps.
- Accelerate the process of becoming a team. Get to know each other personally and promote a "bonding experience."
For example, a few months ago, we went to a medical meeting in Orlando. When the meeting was over, we encouraged our two clients (from different and diverse companies) to go to Disneyworld just to have fun.
Winning the Game
Learning the how-to's of working with multiple clients who are co-marketing a single product can be a real feather in your cap. The multiple companies-one product phenomenon is real and growing, and you want to be able to strut your capabilities in this challenging arena. As you move forward together, your product's growth will be maximized, as well as the reputations of all the companies involved and the careers of the team members.
Nancy Turett is president of the healthcare & consumer division of Edelman Public Relations Worldwide. She can be reached at 212-704-8195 or [email protected].
Laura Gordon and Ellena Friedman, who have worked on "multiple corporate culture" for Edelman campaigns, contributed to this article.
Assembling The 'All Star' Marketing Team
Working with multiple companies to market a single product doesn't have to create organizational chaos. To make this diverse relationship work, right from the start, the agency should...
- Define and streamline roles. Every individual and the company should identify its position as it relates to the product. Talking to too many people may be confusing. Identify and empower a single (if possible) day-to-day contact from each company.
- Acquaint everyone with your corporate culture. Some clients prefer e-mails, while some prefer direct communication.
- Explain the review and approval process in advance. For instance, decide how many people need to sign off on a marketing document and which company's letterhead will be used.
Source: Edelman Public Relations Worldwide