Premier Partnership

Jesse Hopps

You can Partner with Larger Brands

Many companies are intimidated by the thought of partnering with larger brands. In my experience, two of the most common reasons why companies feel this way are because they don't want to lose their identity and they are afraid that their offering will be overshadowed by the larger brand.

The recent marketing partnership between Demand Metric and Aberdeen Group demonstrates another example of a smaller firm leveraging the assets of a larger one, in an added value program that will no doubt increase business opportunities for both brands. You can read more about it in this press release, yet to summarize it for you, the Aberdeen Research Vault of over 6,500 fact based documents covering hundreds of documents and solutions will be made available to Demand Metric Premium Annual Members at no additional cost as of September 1st, 2010.

Identifying the Opportunity to Partner

Large brands like Aberdeen are looking for ways to get their content out to their target audience. Companies like Demand Metric, have that target audience as members of their community already and can easily supply Aberdeen with the exposure they are looking for. I often say that "Smart Collaboration" is not about the size of the brand and their assets, but more importantly – it’s about the target audience. If you run a small company or work for one and can open up a discreet marketing channel to a very specific target audience, there are brands out there that may be much larger than you are, but who are also targeting the same audience as you are and would certainly want to hear from you. In these difficult economic times, it’s about doing more with less and leveraging strategies like marketing partnerships to grow your business.

How to Identify Potential Partners

Start by doing an audit of your marketing assets from your customer profiles to your marketing programs to your products and you will soon start to realize that you may have more to offer a prospect partner brand than you thought. Then start thinking about which brands might need what you have to offer and don’t be afraid to throw some larger names on your list. You can partner with larger brands.

Until next time!

Ron

Ron Kunitzky

President, Geyser Marketing Group

www.geysermarketing.com

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