Forming a promotional partnership with another company can be a great way to access a new audience and get each other's fans talking, Andy Sernovitz writes. Harley Davidson and Best Western formed a partnership that had Best Western offering a free towel wipe-down and washing station for Harley riders. "[I]t's a great reason for Harley riders to choose their hotels over others. Plus, it starts conversations with other riders when they notice their shiny bike," he writes.

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