at the same time. The idea was to saturate the airwaves across our city for two weeks leading into our busy season with ‘learn to dive’ and promote other diving opportunities. In the pre-launch discussions we all agreed that our indi- vidual advertisements may create business for one of the other partners, or even for a store not in the partnership, but we also agreed it would probably all even out in the long run and it did. The partnership was enormously suc- cessful with all three of us experiencing record certifica- tions and equipment sales during the period of the initiative. All projects require a certain amount of fine-tuning so evaluation of the progress of the partnership should be an on-going process with all partners able to see any totally new expectations are integrated into the alliance and some items may need to be wisely renegotiated as you move for- RETAILING continued
ward. This will ensure the initiatives developed are effective in terms of costs and time and at the same time contribute considerably to the sustainability of the relationship. Of course you can have more than one partnership arrangement, either for a similar endeavour or for a totally new one. For example, that dive store with the hotel part- ner may have multiple partnerships with other businesses that have common objectives on a whole range of endeav- ours. The fact that many in the diving industry and even other businesses outside our industry have these mutual business goals highlights the potential for the development
and establishment of new partnerships, net- works of collaboration, the exchange of knowledge associated with management and business practices. Remember you simply can- not do it all on your own.
email Terry
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