The Making Of a Partnership
I was so impressed with the partnership between Basic Training and Juice Shop, (read part 1 here), that I spoke with Jennifer Pattee, the owner of Basic Training to learn more about the back-story, and to get some more details on the end result. I wanted to learn what motivated Basic Training to host such a great event, and why they wanted to work with the businesses they worked with.
Multiple Brands Partnering Together
I learned that the partnership wasn’t only between Basic Training and Juice Shop–this partnership was an effort between several small businesses in Hayes Valley, a neighborhood in San Francisco. The businesses involved included:
- Proxy SF–A temporary two-block project located in Hayes Valley, bringing together mobile businesses
- Aether–Amazing workout clothing and gear
- Basic Training–outdoor group fitness
- Juice Shop–organic, hand-pressed juices
“The phrase Francesca at Aether used to describe this event was “dipping into each other’s tribes” and that really hit me,” said Jenn Pattee.
The Story Behind The Partnership
One of the reasons behind the partnership was to promote a new outdoor, public space in Hayes Valley, San Francisco. The particular block, Hayes and Octavia, happens to deserted after a certain time. Basic Training intended to hold classes at night in this location. Juice Shop wanted to promote their new mobile juice truck–based at this location. And all the other businesses in the neighborhood wanted to welcome neighbors and new people alike to the location. Here’s a bit behind the location and the idea, in Jenn’s words:
From Jenn Pattee at Basic Training:
“
1. Proxy is a ghost town after 6pm on our side of the block. Nobody is there.
2. Aether’s store manager wanted people to see that they are fun, come hang out, don’t be scared.
3. We wanted to have a keg and some beers, but we can’t serve alcohol at Proxy.
4. We didn’t want to spend any money. This event cost us about $100.
5. We couldn’t play amplified music or do stuff like that to make it feel like a party.
6. We wanted Hayes Valley to get excited about Proxy.
7. We did it in 2 weeks, we didn’t have a ton of time.
8. We started the social campaign 8 days before launch.”
Results of the Partnership
- From Jenn Pattee: “The event was a HUGE success for all of us, even though it was small, cheap, and hard to organize we accomplished everything we set out to do.”
- From Francesca at Aether, “I had a blast. People came into the store and not just to take photos. They stayed and hung out.”
- From JuiceShop: “It was great. It helped force us to get Narney [The guy behind the counter at the truck] ready to roll. We had a great time and people were pumped.”
- From Basic Training: “Everyone loved it. I got to hang out with the business owners, shopkeepers, and all their friends during the event. Finally had a chance to meet my neighboring businesses and the people who they are friends with. And, i was delighted to see our partners at this event sell what we do BETTER than we do.”
The partnership was clearly a success, since this week they’ll be yet another one in the same location, with yet another business getting involved–the Bold Italic.
Increasing Awareness Through Partnerships
“The phrase Francesca at Aether used to describe this event was “dipping into each other’s tribes” and that really hit me,” said Jenn Pattee.
That’s a perfect statement, for it summarizes the key benefit of partnerships–to increase the awareness of your business by association with similar businesses who have similar clientele. Basic Training’s clients are people who like to work out outdoors, and are generally healthy. Partnering with a healthy juice business, an athletic apparel company, and a “pop-up” outdoor gathering place is brings together like-minded clients and increases the awareness of all the businesses.
Building Client Loyalty Through Partnerships
A truly good partnership delivers value not only to all of the businesses, but to their clients as well. The clients of each business were excited to learn about other companies similar to companies they already patronize. By giving away the free class, Basic Training found new clients from Aether Apparel, Juice Shop, and residents of Hayes Valley. The class was free to current Basic Training clients as well, which encouraged everyone to share and promote the partnership, and increased the feeling of loyalty. When you give some love to your current clients, it’s a way of thanking them for supporting your business.
The Client Perspective
As someone who attended the event, I had a blast. It’s rare for me to work out anywhere but my neighborhood (the Embarcadero in San Francisco)–so hanging out in a new neighborhood and meeting new people was energizing and fun. Every person who attended the class had a fabulous time, and it was absolutely an ideal place to meet and work out.
I knew about Juice Shop, but I did not know about Aether Apparel (and now I’m excited to show up early to the next Basic Training class in this location, so I can purchase some cool exercise clothes!).
I also had never really ventured into Hayes Valley for anything other than dinner late at night. It was never on my radar for exercising outdoors. After this event, I am looking forward to the next event in this location. And of course I’ll be paying full price for my Basic Training class, buying some juice, and buying some workout clothes. I’m now a loyal client of all three businesses. And it’s not just me–several of the attendees of the class on August 9 have said the same thing.
Now that is a fabulous end result of a fabulous partnership.
