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Small Business
Team with strong partner
December 12, 2000: 2:07 p.m. ET

Take a lesson from Lion Brand Yarn, which got marketing deal with Wal-Mart
By Jane Applegate
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NEW YORK (CNNfn) - If your company doesn't have the marketing reach to grab your potential customer by the collar, maybe you can find a partner who does.

Here's a great marketing idea from Lion Brand Yarn.

The small, New York City-based yarn maker is teaming up with Wal-Mart (WMT: Research, Estimates) to promote its new "Homespun" yarn collection.

Wal-Mart's "people greeters" will wear scarves crocheted from one skein of Homespun yarn. Fastened to each scarf is a bright yellow button that says, "Ask me about my scarf."

A free leaflet with knit and crochet patterns will be available on a portable display, as well as back in the yarn department.

To top it off, Lion Brand's spokesperson, Vanna White, will be heard every hour on the in-store radio channel.

Think about how you can team up with a big partner to do something clever to promote your products or services.

Jane Applegate, a syndicated columnist and author of "201 Great Ideas for Your Small Business," is founder of sbtv.com, a video network for business owners.
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Most stock quote data provided by BATS. Market indices are shown in real time, except for the DJIA, which is delayed by two minutes. All times are ET. Disclaimer. Morningstar: © 2018 Morningstar, Inc. All Rights Reserved. Factset: FactSet Research Systems Inc. 2018. All rights reserved. Chicago Mercantile Association: Certain market data is the property of Chicago Mercantile Exchange Inc. and its licensors. All rights reserved. Dow Jones: The Dow Jones branded indices are proprietary to and are calculated, distributed and marketed by DJI Opco, a subsidiary of S&P Dow Jones Indices LLC and have been licensed for use to S&P Opco, LLC and CNN. Standard & Poor's and S&P are registered trademarks of Standard & Poor's Financial Services LLC and Dow Jones is a registered trademark of Dow Jones Trademark Holdings LLC. All content of the Dow Jones branded indices © S&P Dow Jones Indices LLC 2018 and/or its affiliates.