Co-branding partnerships can drastically improve your business's audience reach, drive brand awareness and recognition, increase sales and more. To help your business marketing succeed, we've rounded up these 6 tips for your next co-branding initiative.
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6 Steps to Co-branded Marketing Success
1. 6 Steps to Co-branded
Marketing Success
STEPS FOR EFFECTIVELY MARKETING YOUR CO-BRANDING INITIATIVE
2. Benefits of a
co-branding
partnership
Immediately increase your
audience size and reach
Increase brand awareness
Drive brand recognition
Increase sales
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3. 6 Steps to Co-branded Marketing
Success
Setup
Determine
Your
Audience
Marketing
Outlets
Identify Goals
Marketing
Launch
Measurement
3
4. Negotiate marketing terms with
your partner
What is your company
open to?
Where does your company
draw the line?
What “extras” can you
think of?
Setup
Determine
Your
Audience
Marketing
Outlets
Identify Goals
Marketing
Launch
Measurement
4
5. Describe your product or
service
What does the combined
product look like?
Is it a new product, offer or
service?
Is it an existing product
that’s getting a facelift?
Is anything getting co-
branded?
Setup
Determine
Your
Audience
Marketing
Outlets
Identify Goals
Marketing
Launch
Measurement
5
6. Identify strategic opportunities for
the partnership
Where can you capitalize
on brand and audience
enhancement?
Where is there potential for
increased
email/blog/newsletter lists,
etc.?
Setup
Determine
Your
Audience
Marketing
Outlets
Identify Goals
Marketing
Launch
Measurement
6
7. Tentative structure for your
discussions
Bring up timelines for
launch and production
needs – these can remain
fluid at this step, but it’s
always good to start off
with a tentative structure to
revolve your discussions
around.
Setup
Determine
Your
Audience
Marketing
Outlets
Identify Goals
Marketing
Launch
Measurement
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8. Your audience vs. your
partner’s
Identify: Your Audience
Identify: Partner’s Audience
Your partner will have
unique insights into their
audience and the type of
messaging and delivery
channels they respond to
best.
Setup
Determine
Your
Audience
Marketing
Outlets
Identify Goals
Marketing
Launch
Measurement
Does your partner’s audience
align with your own? If not,
identify how they are
different.
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9. Determine your target
audience
Once you and your partner have clearly outlined your
respective audiences, determine who is your intended
audience. All marketing messaging will need to be geared
towards these specific recipients.
Put all of this into consideration when you determine how
you want to approach a new, heterogeneous audience.
You might even want to consider having multiple audience
segments, which will allow you to send more customized,
targeted messaging.
Setup
Determine
Your
Audience
Marketing
Outlets
Identify Goals
Marketing
Launch
Measurement
9
10. Marketing channels
When determining your
marketing outlets, take
advantage of unique
channels that your partner
uses, and work with your
partner to get their
messages out through your
own channels.
Setup
Determine
Your
Audience
Marketing
Outlets
Identify Goals
Marketing
Launch
Measurement
10
11. Your outlets can take the form
of:
Co-branded, single subject newsletter blasts
Social media mentions, re-posts and announcements
Co-authored press releases
Unique events or specialized marketing initiatives
General company news distribution and press releases
Setup
Determine
Your
Audience
Marketing
Outlets
Identify Goals
Marketing
Launch
Measurement
11
12. Establish your goals
Establishing a partnership’s
marketing goals is unique
from determining a
marketing department’s or
even a marketing project’s
goals. Here it becomes more
tricky as you have not one,
but two or more distinct
companies to consider, and
specific goals and metrics
may differ from company to
company.
Setup
Determine
Your
Audience
Marketing
Outlets
Identify Goals
Marketing
Launch
Measurement
What is important to each
company?
What are each company’s
typical metrics?
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13. Metrics
Once you’ve identified your
co-branding goals, find a
good set of metrics that
help you to gain an
understanding of the
progress of your marketing
initiatives.
Setup
Determine
Your
Audience
Marketing
Outlets
Identify Goals
Marketing
Launch
Measurement
13
14. Set your calendar of activities
Start your partnership by setting up your to-do list.
At the very least, write a list of the activities that need to be
accomplished up to and during your marketing launch.
Outline what you are going to do and what you aim to
achieve.
Provide an overview of the messaging that applies to each
applicable step.
Setup
Determine
Your
Audience
Marketing
Outlets
Identify Goals
Marketing
Launch
Measurement
14
15. Set responsibilities
It is also very important to outline who is
responsible for each activity. Doing this
allows you to measure the progress and
performance of your team.
It simultaneously allows you to assess
your resources.
Do you have the manpower you need?
Do you need to hire?
Setup
Determine
Your
Audience
Marketing
Outlets
Identify Goals
Marketing
Launch
Measurement
15
16. Launch your campaign
All of your hard work is
about to pay off!
While the campaign is
running, check in
periodically to make sure
everything is going as
planned.
Make changes in real time
as needed.
17. It’s time to measure
The last step – you’re almost there!
Now it’s time to go back to your goals.
As you review the goals you initially
set out to accomplish, ask yourself
this:
Have they been met?
Exceeded?
And, most importantly, why?
Setup
Determine
Your
Audience
Marketing
Outlets
Identify Goals
Marketing
Launch
Measurement
17
18. Conclusion
Hopefully this guide has given you a
practical guideline to getting your
partnership off the ground. Every
partnership is different, and certainly
many of these steps will be
customized to bring the most value to
you and your partnership.
Setup
Determine
Your
Audience
Marketing
Outlets
Identify Goals
Marketing
Launch
Measurement
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19. Find out more about Powerlinx
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planning process on Powerlinx
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needs.
See your business compatibility
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Organize business relationships
in Spaces.
Skip the back-and-forth
conversations and discover
detailed information on your
partner’s profile.
Try it free: www.powerlinx.com
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