Here at BAKERY, Jaime and I always have our eyes and ears open for fantastic marketing ideas. Naturally, this one from our friend Martha at UNIFORM caught our eye. Martha sent an e-newsletter announcing the following details a few weeks ago:

“I’m really excited to tell you about a collaborative project I’ve been working on with photographer Jenifer Altman. Jenifer, who primarily uses Polaroid photography in her work, has photographed a special RED version of one of my gossamer scarves.

We are offering the scarf and an 8″ x 8″ print of her Polaroid photograph, along with a new year card with words of inspiration as a limited edition set.  20% of the sales from this set will be sent to the RED cross for their work in Haiti.”

Smart, right? Here’s the breakdown of why we love this idea:

1. Collaboration
Anything with the words “collaborate” involved are winners in our book. Partly because yes, we’re a collaboration, but also because it’s a smart way to reach other audiences rather than your own.

2. Social Responsibility
By donating 20% of sales to Haiti, there’s a level of social responsibility here that is a fantastic way to get people involved to rally toward a good cause. Not only is this good for the world in general, but it’s a great way of positioning your business as one that cares for the greater good.

3. Cross-Promo
It can be said that creatives run in creative circles, so by creating a partnership between an organic clothing label and a Polaroid photographer, you’ve got a formula for a stellar cross-promotional opportunity.

Why not take a cue from Martha and Jenifer and brainstorm ways to reach new audiences in your business? Good luck!