The quickest way for me to describe the importance of synergy is to use the equation, “1+1=3”. But when asked to further explain the concept of creating synergies between people, companies, products or ideas, I like to recount a true story about connecting two of my clients, Lake Forest Confections and Simons Jewelers.

This past winter, both clients approached me for help. While Lake Forest Confections had the desire to increase its brand awareness, Simons Jewelers wanted to develop a highly trafficked e-commerce website. I knew instantly that there would be an opportunity to connect these two companies and create a unique synergy that would fulfill the needs of both clients.

The first step was to complete the e-commerce website for Simons Jewelers. Once the website was launched, I immediately setup a meeting between the companies. The outcome was the $1.5 million holiday gift, “Le Chocolat”. (Click here to view Le Chocolat) 

Le Chocolat featured a selection of Lake Forest Confections finest assortment of gourmet chocolates as well as an arrangement of magnificent jewelry from Simon’s personal jewelry and gemstone vault. The jewelry included priceless natural yellow and blue diamond, emerald, ruby, and sapphire earrings, bracelets and necklaces.

Our strategy was to increase online traffic for the newly launched SimonsJewelers.com by promoting Le Chocolat on its website and to build brand awareness for Lake Forest Confections through a traditional PR campaign. It worked.

Our story was immediately picked up by the Associated Press, which described Le Chocolat, included an interview with the owner of Lake Forest Confections, and listed SimonsJewelers.com as the place to order. Ultimately our story aired on over 34 different television stations, was included in over 10 different magazines and newspapers, including the Robb Report, and was discussed on over 15 different blogs and websites. In addition, our story was mentioned on a number of local and national radio shows.

Although Le Chocolat never sold, Lake Forest Confections did increase its brand awareness and Simons Jewelers received a significant number of visitors to its website.

If we had worked individually with both clients, this type of campaign would have not been possible; however, by creating a synergistic relationship between the two companies, we achieved success.