Collaborative Social Media Marketing

By Maria Peagler

Dec 07
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What if you joined forces with your competition instead of trying to beat them?  It may be the most powerful form of marketing you ever do.  Here’s an example from my own company, Willow Ridge Press.  I spent 2009 promoting my new book, Color Mastery, through trade shows, advertising, and of course, social media.  By 2010, the book wasn’t new anymore, and didn’t hold the same “shiny new object” factor for the mainstream media and consumers.  I needed to develop a new marketing hook.

I did something never before attempted, or done since, in my industry.  I collaborated with my competition to develop an entirely new social media campaign that promoted my book, my new products, but theirs as well.  I developed a new line of table runner designs, each based on an entirely new color each month.  I asked fellow designers for their quilt designs also featuring that color, and assembled them in a beautiful monthly slideshow I featured on, Scribd, my own blog, and those of the other designers.

Quilters loved it, shared it, and bought the products featured in the slideshow.  Designers were thrilled, fabric companies loved participating, and the power of collaboration produced greater results for all of us than we could have done on our own.  Because we all shared something with our audience, everybody won.


About the Author

Founder of, Benjamin Franklin award-winner for independent publishing, award winning author of eight books, wife, mom, quilter and watercolor artist.

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