Profitable Marketing Partnerships Grays

I started this month’s E-Bulletin with the intention of writing about competitors. I drew up a list of points I wanted to make and started to think about fleshing out the details. On reading through my initial notes I realised that a review of competitors, and how they might impact on your business, could turn into a pretty negative article. On a sunny June afternoon I didn’t want to look on the downside of anything and on reflection, looking through my list, I realised the same or similar points could be put to good use in developing marketing partnerships.

What do I mean by a marketing partnership?
I suppose I’m referring to a mutually beneficial business arrangement where two companies join forces in pursuit of new business, new clients, or new markets. A partnership that’s well planned and thought through, with long term goals rather than short term quick wins, and fits sensibly with both organisations’ overall corporate goals and plans.

The type of partnerships I’m referring to are common amongst big businesses and particularly in sales driven organisations. In the financial services industry for example, where product providers (insurance companies and credit card companies) join forces with other organisations (like banks or membership organisations) to distribute their products. These partnerships can only be sustained when both parties get real benefits and that has to be more than just from financial reward, it should also relate to things like improved perception of their brand and/or an enhanced customer offer or experience. Which is why so many of them are short lived.

And partnerships are not just a feature of the commercial world. The Government is also encouraging marketing partnerships in the world of training and education, where duplication of provision and quality standards are driving schools to work more closely together with each other and further education colleges to deliver more of what the market wants – and if they don’t they face the risk of losing funding.

How marketing partnerships can work for you
For smaller businesses and independent professionals marketing partnerships can be a very effective way of growing your business, penetrating new markets, test marketing new products or researching the views of customers.

So what factors should you look for in a marketing partner?

1. Match of strategic priorities When thinking about potential partners think about the following questions. Are you approaching the same markets? Do you have a similar vision of the type of customers that you want to attract? A marketing partnership between Kwik Save and BMW wouldn’t stand a change – but one between Asda and Ford might – since the demographics of their audience are similar.

   Ultimately you need to satisfy yourself that you can work together to achieve mutually beneficial goals. And of course your goals may be different to your partners. Y...

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