A "Big Gulp" Approach to Marketing

CPM, Inc. is a marketing services company that focuses on developing and executing cost-efficient partnership marketing programs, usually but not exclusively, with entertainment properties.  Since founding CPM in 2008, CPM has worked closely with Fox, DreamWorks Animation, Paramount, and Sony studios to develop co-promotions behind theatrical and DVD releases.

Further, CPM has developed broad CPG and retailer relationships, and has partnered with top companies such as The Coca-Cola Company, Bird's Eye, Cott Beverage, Del Monte Foods, Diamond Foods, Jarden Consumer Solutions, Kellogg's, ConAgra, Mars, Nestle, Purina, Reckit-Benckeiser, Schiff Nutrition, Tyson Foods, and Walmart. 

As CPM, Inc. approaches five years in business (June 1!), I reflect on my hesitation when someone asks, “Yeah, Stu but what do you do?”  So even if it only helps me, I’ll try to explain.

CPM develops partnership marketing programs that bring together consumer goods companies to promote their brands with major Hollywood releases.  The magic, the “secret sauce”, the “1+1=3”, is that CPM created programs generally do not require any licensing fees.  Often (though not always) the studio is willing to kick in some cash in support of a program, beyond permission to use the characters and assets from the movie.

The program starts with some type of proposition.  Buy two of this and get $5 off of that.  Buy the DVD and get a something or other for free.  Go to the promoting brand website and enter to win something having to do with the move.  A value-add offer.

Then we move on to “how do we get the word out” on the proposition.  Five years ago it was print in magazines, maybe some cross linking of websites.  Later, reciprocal Facebook posts were added.  Now, social media content generators (bloggers) are often a big part of “getting the word out”.

In-store activation is critical as well:  packaging, IRC’s, cross-merchandising, point-of-purchase materials.  It all combines to create a 360 degree approach to creating interest in the proposition, thus for the brands and the movie. 

So, where does CPM come in?  With nearly 30 years’ experience in CPG marketing and sales, about 20 of those in Bentonville working with Walmart and Sam’s Clubs, CPM is like the “Big Gulp”.  You know, buy a large drink, and for just a few cents more! you can get a lot more.

The large drink is the money a brand is going to spend marketing, on something, in any case.  CPM is the “Big Gulp”, the “Super Size”.  For just a little more, the brand can add value by partnering with complementary brands (to share costs and broaden the reach of the proposition), and tie in with a major Hollywood blockbuster.

So what is CPM?  What does CPM do?  CPM is the “Big Gulp”. The “Super Size”.  CPM, Inc. is what makes 1+1=3.