In 1996, Disney and McDonald's entered a ten-year, exclusive, cross-promotional alliance. Promoting the limited edition video release of Disney's Snow White, the restaurant chain is offering special toys and kids meals. © Disney. Allrights reserved.

In developing tie-ins, it's important to match the essence of the animation to that of the partner. For example, a family-oriented video targeted to Christmas is ideal for brands which have a wholesome brand imageryand who promote competitively at holiday time. Moreover, since promotional licensing is an opportunity for a small animator, versus a profit center, the small animator can waive traditional fees and royalties in return for support. Partners win and the producers win.

Timing is also critical. Many brands are planning fourth quarter 1998 marketing plans and positioning a year to eighteen months in advance. In other words, time's getting tight for next Christmas right now. While changing broadcast line-ups and release dates present challenges, there are still many opportunities. At Deare Marketing, our proprietary database of marketers and products allows us to streamline the process by identifying potential partners quickly.

In preparing to develop tie-ins, the following tips can help you be successful:

• Think about product and promotional applications as you develop your story lines and characters.
• Look for opportunities to include marketing partners in the actual animated product, much as Disney and American Express did for Hercules.
• Get to the essence, or feelings, behind your property. That should open up both your thinking and opportunities for developing promotions.
• Approach your product as a "brand." Look for ways to expand it outside the traditional animation strategy and clarify the ways in which your product complements the potential partners' brands.
• Develop a comprehensive list of what you offer a partner (be as specific as possible), and what you want in return.
• Launch a creative program for promoting your product, separate from the tie-in. (Your partners want to benefit from all the efforts you're making to generate awareness to leverage their involvement.)

As production costs spiral and the competition even to be seen intensifies, promotion plays a critical role. Today, many creative people authors, animators and more are learning that it's not enough to be outstanding at your craft, you must be outstanding at promotion as well.

Jennifer Deare is the founder and president of Deare Marketing, Inc., a New York-based marketing and communications industry which specializes in strategic alliances, continuity programs, direct mail, promotion and strategic marketing. Over the past ten years, the agency has served a broad variety of clients, particularly in the entertainment, consumer products, financial services, retail and technology industries.