To see the presentation in full, go to our highly acclaimed Udemy course here: https://www.udemy.com/course/the-complete-guide-to-partnership-marketing-course/?referralCode=0382E1D96A178437476F Or further your Partnerships & Affiliate Marketing career with the Partnercademy Masterclass course... https://partnercademy.thinkific.com/ ---------------------------------------------------------------- This presentation covers everything you need to know about Partnership Marketing - when two or more companies partner up to market each other to their customers. Business are starting to realise that teaming-up with like-minded brands is one the finest ways of attracting new customers. Spotify, Paypal, Airbnb and American Express are all getting in on the act and taking advantage of Partnership Marketing techniques.

1. Everything you need to know
about Partnership Marketing
Understanding and creating successful
marketing collaborations

2. Want to learn more?
I have only uploaded a section of this presentation to Slideshare…
If you want to learn more on Partnership Marketing please go to
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3. 1. Introduction to this course
2. Understanding Partnership Marketing
3. Types of Partnership Marketing
4. Deciding your Partnership Objectives & KPI’s
5. Utilising your Assets
6. Deciding on your Partners
7. Partner Relations
8. Partnership Campaign Strategy & Planning
9. Launching your Campaign & Go-Live
10. Partnership Campaign Results & Analysis
11. Course Summary

4. Introduction
01

5. Why Partnership Marketing?
• We are all within a second of each other.
• The population is more connected than ever.
Businesses to need to wake up to this
realisation.
• Markets are more open than ever.
• Challenger brands are everywhere.
• It’s time to embrace the idea of partnering up
to survive, in not only strategic aspects but
also marketing.
• Team up to offer the customer more than
they can get elsewhere.
• Improve your offering with partnership
marketing.

6. Everyone is doing it!

7. Want to learn more?
I have only uploaded a section of this presentation to Slideshare…
If you want to learn more on Partnership Marketing please go to
Udemy to buy the course - it features all of these slides plus
commentary:
https://www.udemy.com/the-complete-guide-to-partnership-
marketing-course/

8. Understanding Partnership
Marketing
02

9. What is Partnership Marketing?
Where two or more brands collaborate via strategic marketing campaigns to
achieve their objectives.
Where a primary brand has the ideal product or service to compliment a
secondary brand; utilising their target audiences to achieve their marketing
objectives.
Collaborative
Marketing
Joint
Marketing
Co-branding
Brand
Partnerships
Co-marketing
Reciprocal
Marketing

10. The 10 Types of Partnership Marketing
Content
Distribution
Product
Placement
Charitable
Joint
Product
Licensing
Affiliation
Shared Stores
Loyalty
Sponsorship

11. Common Terminology
• In partnership with
• Supported by
• Certified by
• Incorporating
• Powered by
• In association with
• Trusted by

12. Examples
Healthy Living with the Pruhealth and Virgin Active
Partnership
Pruhealth offers their customers 50% off Virgin Active
monthly memberships. This offering can only be found
exclusively through the VitalityHealth programme.
Virgin Media offers up Netflix
Their partnership formulated in 2013 meant that
Virgin Media viewers could easily browse
Netflix’s acclaimed line-up across Virgin TV’s
entire choice of entertainment.

13. Benefits of Partnership Marketing
Reach target audience via a partner brand
Reach new or underserved markets
Leverages your assets for commercial gain
Improves brand image by collaborating with a reputable partner
Increases customer retention and loyalty due to partner association
Sparks innovation via new product synergies
Provides added value to the customer journey
Lower CPA via sharing of resources

14. Marketing technique. Not a marketing channel.

15. Marketing Channels

16. Difference between Business and Marketing Partnerships
Many professionals unfamiliar with Partnership Marketing still believe it is the same as a business merger or company acquisition.
The word 'Partnership' is often incorrectly mentioned when referencing a company takeover. Descriptions such as 'the two
companies will now merge and collaborate towards a common goal' is often misconstrued as a partnership.
Business Partnership Marketing Partnership
Merger
Acquisition
Strategic
Buy-out
Venture
Co-branding
Joint Products
Mutual targeting
I promote you, you promote me

17. Where Partnership Marketing fits into your Business
Uniquely Placed
• Marketing Department
• Account Management
• Business Development
Works with most departments in a business:
• Legal
• Customer Support
• Operations
• Accounting

18. Responsibilities of a Partnership Marketing Manager
• Create and Execute Campaigns
• Track and Analyse
• Briefing Agencies
• Recruit New Partners
• Industry Awareness
• Retain Reputation
• Team Management

19. Attributes of a successful Partnership Marketing Manager
• Multitasking
• Marketing Knowledge
• Analytical Skills
• Communication Skills
• Unclouded Judgement
• Targets Driven
• Negotiation Skills
• Presentation Skills
• Creativity

20. Types of Partnership
Marketing
03

21. The 10 Types of Partnership Marketing
Content
Distribution
Product
Placement
Charitable
Joint
Product
Licensing
Affiliation
Shared Stores
Loyalty
Sponsorship

22. 1. Affiliation
Definition:
Affiliate Marketing is a performance marketing technique where websites, otherwise known as publishers, will promote your
product or service in return for a monetary reward.
Ways:
1. In-House
2. Networks
3. Agencies
Forms:
• Banner Advertisement
• Text Link
• Dedicated Article
• Dedicated Page/Tab
• Promotional Page
• Newsletters
• Comparison

23. Types of Affiliate Marketing
• Retargeting
• Cashback
• Voucher
• Content
• Email
• Comparison
• Paid Search
• Niche

24. 2. Content
Definition:
Content Marketing is the creation of relevant content that will be highly
engaging to customers. Content Partnerships are the development of such
content in collaboration with a partner brand that is then shared or
promoted to respective target audiences.
Types:
1. Co-Creation
2. Swapped Content
Forms:
• White Papers
• Articles
• Infographics
• Videos & Podcasts

25. 3. Distribution
Definition:
Where one partner agrees to cross-market or package another partner’s product or services into their own distribution channels to
target the agreed customer base.
Type:
There is one main type of Distribution Partnership Marketing, found both offline and offline, and that is insertion. Used in various
forms as described below it essentially describes the insertion of a partner brand within your distribution channels. If you
primarily sell your products via post for example, then including a packaged bundle of a partner’s product is a great way to market
theirs, or vice versa.
Forms:
• In-Store Leaflets
• In-Store Coupons
• Magazine Coupons
• In-Store Live Demonstrations
• In-Store TV Demonstrations
• Email Vouchers
• QR Codes

26. 4. Charitable
Definition:
A primary brand sponsors or markets itself with a charitable organisation or cause. In turn, they seek exposure and promotion via
agreed marketing channels.
Benefits:
1. Cultural Influence
2. Brand Leverage
Forms:
• Exhibitions
• Public Events
• Award Shows
• Sponsorship
• Raffle Contributions
• News Stories
• Sporting Events

27. 5. Joint Products
Definition:
When two companies agree to create a new or alter an existing product in order to provide additional value to the customer. Often
the product is an amalgamation of both products.
Types:
1. Powered By
2. White Label
3. Product Merger
4. Integration
Reasons:
• New Product Launch
• Brand Leveraging
• New Markets
• Sharing Costs

28. Integration Examples

29. Integration Example
&

30. 6. Licensing
Definition:
Licensing is a business arrangement in which one company gives another company permission to manufacture its product
using its brand image for an agreed payment or partnership.
Types:
1. Sold
2. Collaborative
Forms:
• Logo
• Brand Image
• Reputation
• Culture
• Design

31. 7. Loyalty
Definition:
A retention marketing technique that offers consumers a reward in return for increased usage. A loyalty partnership
enhances the typical model by offering consumers partner offers to encourage longevity and purchase frequency.
Types:
1. Frequency
2. Volume
3. Advocate
Forms:
• Loyalty Club/Scheme
• Loyalty Cards/Vouchers
• One off Rewards
• Free Money, Gifts, Raffles
• Seasonal Promotions
• Product Extensions

32. Loyalty Examples

33. 8. Product Placements
Definition:
The subtle placement of a brand within a media channel. It is deemed a cross-over of sponsorship and advertising that
works well in partnership with high grossing TV and Film productions.
Types:
1. Subtle Placement
2. Direct Advertising
3. Public Person Sponsorship
Forms:
• Logo within Frame or Scene
• Direct Mention or Usage
• Inclusion in Plot
• Background Placement
• Visible Foreground Placement
• Celebrity Endorsement

34. Influencers
According to Napkin
Labs research, one
‘super fan’ is worth 75
normal fans

35. 9. Shared Stores
Definition:
Where a partner provides agreed space within their own store for the other partner’s brand. The primary brand has rented
out, provided or extended their retail outlet to integrate the secondary brand, for additional value to their consumers.
Types:
• Offline
• Online
Forms:
• Store within a Store
• Permanent Desk
• Promotional Stand
• Dedicated Tab or Page
• Members Area
• Iframing

36. 10. Sponsorship
Definition:
The marketing tactic of placing a brand alongside a particular event, displaying itself as a partner or supporter, with the
objective to increase brand recognition and reputation.
Types:
1. Awareness
2. Association
3. Consumer Understanding
Forms:
• Sporting Sponsorships
• Media Sponsorship
• Event Sponsorship
• Local Sponsorship
• Seal of Approval

37. Deciding your Objectives &
KPI’s
04

38. What are your Partnership Objectives & KPI's?
What are Objectives?
Objectives describe the purpose of a campaign and what a brand wants to achieve as its final outcome. SMART objectives:
• Specific
• Measurable
• Achievable
• Relevant
• Timely
What are KPI's?
Key Performance Indicators (KPIs) are used to quantify whether your objectives have been met.
Six Types of Objective
1. New Customer Acquisition
2. Increase Customer Spend/Basket Size
3. Increase Customer Spend Frequency
4. Reactivation of dormant customers
5. Improving Brand Awareness
6. Generating Revenue through Advertising Commissions

39. Increasing New Customer Acquisition
Main KPI's
• Number of new customers acquired
• Cost per acquisition (CPA)
• Lifetime value of acquired customers (LTV)
• Average revenue per user (ARPU)
• Conversion rates
Types of Campaign
• Affiliation - reaching out to affiliated partners to promote your brand leads to acquisition of new customers. This type is
especially preferred as it means efficient KPI tracking and accurate performance analysis.
• Shared-Stores - opening a store within a store is an interesting way to acquire new customers. By doing this the partner
brand’s store will attract new customers who are loyal to their offering.
• Content - co-creation of content online is a growing acquisition technique. Savvy online brands are utilising this technique
to attract an audience interested in both parties. The advantages of this collaboration are measurability and engagement.

40. Increasing Customer Spend/Basket Size
Main KPI's
• Total spend per customer
• Average customer spend
• Lifetime value per customer (LTV)
Types of Campaign
• Sponsorship - by making your brand more exposed via sponsorship deals means growth in popularity and visibility. This
visual reminder encourages consumers to repeat visit and spend more.
• Loyalty - one of the most effective ways to retain a customer is through loyalty. By including exclusive partner offers into
the loyalty programme encourages increased purchases.

41. Increasing Customer Spend Frequency
Main KPI's
• Total purchases made per customer
• Average number of purchases made per customer
• Average number of purchases made over a time period
• Lifetime value per customer
Types of Campaign
• Joint Product - by joining a partner brand into your own product the chances are loyal customers will become even more
engaged. This addition they receive with each purchase would lead to increased frequency.
• Distribution - Loyal customers will purchase a product if they can get their hands on it more often, therefore partnering
with a brand who can provide improved availability is a great tactic to employ.

42. Reactivation of Dormant Customers
Main KPI's
• Number of reactivated customers
• Number of new transactions made
• Value of new transactions
Types of Campaign
• Sponsorship - reminding a consumer that your brand is still relevant is the essence of reactivation.
Sponsorship therefore ticks all the boxes to implanting the brand back into a dormant customers mind.
• Product Placement - placing your product where such users would see it is what makes Product Placement an
effective reactivation technique. It is similar to Sponsorship as it works as a trigger particularly when it comes
to point of sale, having recognised the brand the chances of repurchase are far greater.

43. Improving Brand Awareness
Main KPI's
• Number of visitors to an event where the brand is shown
• Number of new leads or sales during campaign period
• Increased website traffic during campaign period
Types of Campaign
• Sponsorship - the most common form of brand exposure is to sponsor an event. Sporting events such as F1
provide huge opportunities for brands to be placed in front of mass TV audiences.
• Charitable - working with charities and their associated events is an excellent way for firms to give back to the
community and in turn receive positive PR. The logo exposure, brand mentions and PR content all result in a
strong impression in the minds of consumers.

44. Generating Revenue through Advertising Commissions
Main KPI's
• Number of banner clicks or views
• Conversion of clicks/views to sales
• Revenue generated
• Increasing LTV
Types of Campaign
• Affiliation - as mentioned running this activity as an affiliate is probably the most effective way. Rather than
working with partners to promote yourselves in the traditional model, here the roles have reversed where
you now be the one to sell the ad-space.
• Loyalty - creates an excellent opportunity to raise revenue by selling off space in your loyalty programme.
Providing offers for users in return for loyalty means that brands can charge partners to feature.

45. Example
Brand Awareness: American Express sponsorship
American Express often run sponsorship campaigns for brand awareness, and by partnering with the Summer Series Music
Festival, situated at London’s Somerset House, arranged by the Bigfish music partnership agency, they looked to gain exposure to
the young, trendy and affluent audience.
By linking their brand to the festival, they found that 70% of attendees were more aware of the American Express brand and 20%
shared a selfie with the hashtag #Amexsounds. This shows the power of sponsorship and the recognition that it brings.

46. Example
Ad Space Revenue Generation: PayPal Minisite
PayPal is an American company founded in 1998 and is one of the most recognised online payment options in the world. Their
online wallet serves as an electronic alternative to debit and credit card.
With millions of users, they actively partake in Partnership Marketing, mainly by providing ad-space on their Offers Ministe to their
merchants, often in return for commissions, or improved exposure on the merchants side. Here they offer exclusive PayPal only
offers to entice their customers to click through and uptake the partner brands offer.

47. Want to learn more?
I have only uploaded a section of this presentation to Slideshare…
If you want to learn more on Partnership Marketing please go to
Udemy to buy the course - it features all of these slides plus
commentary:
https://www.udemy.com/the-complete-guide-to-partnership-
marketing-course/