A man walks into the post office…
Sounds like the beginning of a bad joke, doesn’t it?
But there I was waiting to buy postage and I discovered a coupon jointly issued by Hallmark and the U.S. Postal Service.
In truth I shouldn’t have been surprised. For the past few years the Postal Service has been getting increasingly commercial in an effort to overcome an annual $5 billion deficit. And because the USPS is a quasi-governmental agency receiving zero tax dollars, that money obviously has to come from someplace.
So, a few years back they started selling ancillary items like packing supplies and greeting cards.
Then they struck deals to feature animated characters on postage stamps, including Bambi, Big Bird and Daffy Duck.
Today, stamps featuring Wonder Woman can be affixed to Snoopy greeting cards, both purchased at the postal counter.
The tie-in between postage stamps and Hallmark greeting cards is a logical one.
Post offices have a built-in customer traffic flow. Most cards get mailed and need stamps.
What better place to tie the stamps, card, and customers together than there?
Furthermore, free email graphics have been the source of headaches for Hallmark executives for a long time.
If they can sell more cards and pay the USPS a sales commission, everyone wins, right?
Their plan is obvious;
- Customer chooses a card from the multiple displays in the postal store lobby;
- Coupon offers $1 off 3 cards if purchased before Feb. 17, 2017 (That’s TODAY, in case you hadn’t noticed!);
- Customer buys two additional cards and stamps for mailing them
The promotion’s demise date screams “Valentine’s Day,” though any cards sold there qualify for the discount.
Now let’s examine your business. Odds are good there’s a potential partner for you, regardless of what you sell.
Car dealerships can join forces with area gas stations. Bakeries can work with exercise studios, which, in turn, can partner with beverage companies.
The USPS isn’t collecting buyers’ contact information, but there’s no reason you can’t. A list of buyers is incredibly valuable, since:
- They like what you and your partner sell
- You have an established relationship
- They’re likely to buy from you again
Partnerships must be carefully thought out and planned, but can be very successful if done right. Learn from the USPS and develop one today.
