Send co-branded emails with an offer, piece of content or shout out to your list of opted-in customers.
This works particularly well when there’s some kind of deal or added value that encourages your customers to take action.
This is one of the most popular methods of partnership, and for good reason. It’s easy, effective and can be measured quickly.
Whether you’re cross-posting each others’ content, putting together a co-branded contest or doing a social media takeover, it’s a great way to introduce your brand to new customers.
This method is a heavier list, and works really well when your brands or products are complementary to each other.
For example, if your brand sells quirky coffee mugs and your partner’s brand sells running gear, you could do a line of quirky coffee mugs with running-specific messages that each of you feature on your websites.
This could be as simple as swapping blog posts or as involved as co-producing a video series.
Content is a great way to share your mutual expertise, highlight the ways your brands complement each other or to share your brand perspective in an engaging way.
Co-marketing doesn’t just happen online, offline opportunities can be a great way to solidify your partnership.
Not only can partnering to put together an offline event be a creative way to engage new customers, but it also helps to share the cost and workload of putting on and marketing an event with a partner.
The benefit of a retail presence is that customers get to see, and feel and try on your product.
Online only ecommerce brands and retail brands can partner up for mutual benefit to give retail brands a fresh, new offering and experience and to give online-only brands the opportunity to introduce their brand to a new customer base.
Direct mail done well can be a powerful driver of brand awareness and online purchases. This is particularly true if you team up with a partner brand to target your mailing lists and create an offer that incentivizes your target audience to make a purchase.
This can be particularly helpful when combined with a co-branded product or co-branded deal or offer.
The marketing landscape is complicated and it can be hard to get ahead. Teaming up with brands who share your target audience, goals or causes can be a good way to share the load, both in terms of cost and effort. Not only will you get access to new customers, new audiences and new perspectives, but you’ll also be able to have refreshing insight into how other brands facing the same challenges are succeeding.
Once you’ve claimed your profile, you’ll receive an email from a member of your team with suggested matches and next steps. From there, you can reach out to those matches to start up a partnership.
When you request a match with someone, you will contact them via their listed contact information. It is then up to you and your potential partner to work out the details of your partnership including methods, timing, etc.
Your matches will contact you via the contact information you listed in your claimed profile. Be sure to watch out for emails from potential matches.
The co-marketing methods you choose will determine which metrics you pay most attention to. Generally, co-marketing campaigns tend to be more brand awareness focused which means that you’ll want to look at metrics like new site visitors, new social media followers, new email subscribers, etc.
Choosing a partner requires a goldilocks approach - not too similar, not too different, just right. Think about the audiences you target, the vertical where you fit, the channels you use and where your marketing strategies are strongest. Then, think about the opposite. Think about which audience you don’t currently target, but would like to, the verticals you don’t want to partner with, and where your marketing strategies could use a boost. Identify partners who fill in the areas where you need help and for whom you can provide a boost in the areas where you have strengths.