Digging a little deeper, I found that QVC had arranged a co-promotion with the RHS, offering an exclusive deal on extended membership if ordered through the QVC website. At first glance, this seemed an odd combination of brands and their audiences – with RHS being traditional and old-media, and QVC quite the opposite. Yet, this partnership started to make sense to me – both brands are specialist in their own way. QVC knows how to bring products alive on-screen, and RHS is able to convert new gardening enthusiasm into a lifelong interest.
Both QVC and the RHS are ultimately seeking the same thing – a faithful following of customers, who value what they offer, and who in time, will come to trust their advice. Their partnership can open up new customers from a recruitment source that each would have been unlikely to succeed with otherwise. Smart marketing, guys.