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Team with strong partner
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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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