It’s not the size of your lever.
A little Pumbaa told me an interesting tid-bit recently:
During the first week of performances of the national tour of The Lion King in each city, the local ABC affiliate does a half-hour television special on the arrival of the show, featuring interviews with cast members, a behind the scenes look at the costumes and scenery, etc.
It’s a half-hour commercial that doesn’t look like a commercial, because it “teaches” the audience about the show in a news format.
How come everyone doesn’t do this?
Well, maybe it’s because not every Producer owns a television network.
Yep, in case you didn’t know, Disney owns ABC.
Ahh, the wonderful world of leverage.
Don’t get depressed because you think you’ll never have a list of subsidiaries longer than the lines at Space Mountain.
There are all sorts of levers out there of various shapes and sizes: restaurants, limo companies, charities, dentists, etc. Anywhere that has a consumer base similar to yours.
Your job, find a partner that can benefit from promoting you and vice-versa.
You’ll find it much more economical, and the promotion will actually mean more to the consumer, because it’s comes from a vendor that already has their trust (like a news station).
So until you own a television network, find a way to exploit the levers that you do have or go out and find a few.
Because leverage is supercalifragilisticexpialidocious.