- What are my brand/business values and how can they support and supplement other brands/businesses?
- What is unique about my product offering and what kinds of products and services do they align well to?
- Do I have enough margin to financially reward partners for sending me new potential customers and is the financial incentive that I am offering compelling?
- Can we build content about our industry that will benefit partners and their customers?
- Do we have marketing communications channels that we are willing to make available to partners to offer their products to our customers and what is it that our customers might need or want?
After you’ve thought about it enough….don’t be discouraged if you don’t have bulletproof answers to each of the questions listed above. I’ve witnessed several great Marketing Partnerships unfold around just one or two of the aforementioned elements and it’s better to keep things simple at first and test the waters before you embark on anything too complex. If you are offering something compelling with high perceived value for your partner and their customers, you can’t go wrong. Just be sure to make it about them and not only about you and that in itself will dramatically improve your chances of developing a successful Partnership Marketing program.
About Ron Kunitzky: Ron Kunitzky ([email protected]) founded the Partnership Marketing & Business Development agency; Geyser Marketing Group (www.geysermarketing.com) in 2003 and is a thought leader and advisor to many of the world’s top companies like Google, Rogers Publishing and Just Energy Corporation. He is also the author of “Partnership Marketing – How to grow your business & transform your brand through smart collaboration” (John Wiley & Sons).