I’m always fascinated by co-marketing.  I just opened a brand new jar of Stonyfield yogurt to discover an ad on the foil seal for a new book called Anticancer: A New Way of Life, David Servan-Schreiber.  Here is how this works: Stonyfield goes out and buys (or maybe even gets) 1,000 copies of this book that is very much akin to their phylosophy.  They create a giveaway for the book, thereby getting information from thousands of their customers, which, in market research dollars is far more valuable than the cost of the book.  The book publishers benefit because their book just got publicity from a company whose customers are most likely to read it, pass it to their friends and tell others about it.  The customer benefit because they get exposure to a resource they most likely would not have found on their own, a book which advocates organic foods for health benefits, and more specifically, as a weapon against the disease we are all aware and worried about.  It’s brilliant.

Now if I could find a company that did store design for Brookline and Boston area businesses, I could team up with them for a physical and virtual makeover package!