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"Partnership Marketi ng is a must-read for any business owner or professional that is looking to take their business to the next level by leveraging marketing partnerships. This is a book that business students should study, and partner and non-partner professionals should use."
—Dan Morton, Director of Strategic Partnerships, Reliant Energy, LLC
"This is the ultimate a-z of partnership marketing. Every brand owner and marketing professional should read it and open their eyes to the fantastic potential, cost-effective options and opportunities that partnership marketing can give them. Don't be without it!"
—Chris J. Reed, Regional Partnerships Director - Asia Pacific, Partnership Marketing
"Ron has created a first in the field of partnership marketing. All the essentials of this developing arena are captured here in a concise and illustrative manner. I highly recommend this book for all current and aspiring partnership marketers."
—Mike Burnette, Director of Partnership Marketing, Meredith Corporation
From the Introduction:
PARTNERSHIP MARKETING COULD NOT BE TIMELIER.
The need for collaboration is greater than ever as marketing resources are slashed, employees are laid off and cut-backs are made to existing programs. Employees need to become more creative and do more with less. Brands must rely on each other to leverage their core competencies and to create a more prominent role for partnership marketing within their marketing mix.
Partnership Marketing is a guide for business owners, executive leaders and sales and marketing professionals who are looking to improve how they select, develop and manage their marketing partnerships with their partner brands.
Preface.
Introduction: Welcome to the World of Partnership Marketing.
Marketing Partnerships Are Not Business Partnerships.
Marketing to Businesses Differs From Marketing To Consumers.
With B2B, the End Customer Uses a More ‘Formal’ Buying Process.
Partner Motivations Are Different.
How You Can Add Partnership Marketing To Your Existing Marketing Mix.
Direct Marketing.
Sales Promotion.
Advertising.
Branding.
Retail.
Chapter 1: U nderstanding Partnership Marketing.
Distribution Marketing Partnerships.
Bundling.
Cross-Marketing.
Added-Value Marketing Partnerships.
Affinity Marketing Programs.
Customized Affinity Programs.
Generic Affinity Programs.
Affiliate Marketing Networks.
Content Marketing Programs.
Sponsorship Marketing.
Licensing Programs.
Loyalty Marketing Programs.
Components of a Successful Loyalty Marketing Strategy.
Co-Marketing.
Store Within a Store and Co-Branded Stores.
Chapter 2: L everaging Partnership Marketing Assets.
Your Brand.
Audience and Customers.
Well-Defined Target Audience and Customers.
Regular Frequency of Interaction.
Volume or Size.
Marketing Vehicles.
Online and Digital Marketing Vehicles.
Traditional Marketing Vehicles.
Some Case Studies.
Meredith Corporation.
crowdSPRING.com.
Cocktail Marketing.
Chapter 3: U sing Partnership Marketing to Generate Revenue and Decrease Costs.
New Customer Acquisition.
Cost per Acquisition (CPA).
How to Track a Partnership Marketing Program.
How to Achieve Customer Growth While Reducing CPA.
Increasing Average Transactional Value (AT V) from Customers.
Increasing the Average Number of Transactions (ANT) from Customers.
Chapter 4: E CP: Ec onomic Connection as Partners.
Economic.
Increase Revenue/Market Share Through an Increase in Customers.
Increase Mind Share Through Brand Awareness.
Increase Profitability Through Lower Customer Acquisition Costs.
Connection.
Partners.
Not Partner Friendly (Loner).
Somewhat Partner Friendly (What's In It for Me?)
Partner Friendly (What's In It for Us?)
What Does It Take to Achieve a Successful Economic Connection as Partners?
Joint Goal Planning.
Skills and Competencies.
Processes and Technology.
Potential to Generate Incremental Revenue.
Chapter 5: Associ ating Your Brand.
Customers—Strong Reach to the Primary Target Market.
Relevance to Your Business—Enhances Offering to the Primary Target Market.
Size of Opportunity.
Widely Recognized Brands.
Geography.
Mutuality and Cooperation.
Credentials and Trust.
Growth Potential.
Legalities and Channel Conflict.
To White Label or Not to White Label.
Some Case Studies.
Partner with Winners.
Choose a Partner Brand that Has a Market Share
Within Your Target Market.
Know the Viability of Your Partner Brand's Products.
Partner with an Emerging Channel.
Partner to Establish Credibility and Confidence.
Partner with Brands that Offer Products that Your Customers Want.
Distribution Versus the Partner—Sometimes We Can't Get Both!
Chapter 6: Putting Partnership Marketing into Play.
Partner-Friendly Brands.
Example.
What Does It Take to be Partner-Friendly?
Work with Able and Willing Partner Brands.
The 4 Ps to Successful Marketing Partnerships.
PLAN for Success.
PROFILE Your Brand.
PRODUCE Your Partner Brand Criteria 158
PREPARE Your Tools 159
Chapter 7: Practici ng Smart Collaboration.
Partner Referral Process.
Mapping the Partner Brand's Marketing Value Chain.
Connecting Your Offering to the Partner Brand's Marketing Value Chain.
Aligning with the Success Criteria of the Partner Brand.
Metrics.
Partnership Engagement Strategy.
Establishing the Partner Value Proposition.
Establishing the End Customer Value Proposition.
Leverage the Marketing Partnership.
Metrics.
Partner Collaboration Tools.
Training.
Understanding Your Partner Brand's Needs and Challenges.
Building a Partnership Marketing Program.
Maximizing Economic Outcomes.
What to Change in Order to Maximize Economic Outcomes.
Smart Collaboration from Other Viewpoints.
Integrated Marketing Services.
IGN Entertainment.
When It’s Time to End a Marketing Partnership.
Chapter 8: Partnership Marketing—A Look to the Future.
A Shift to Digital in Partnership Marketing.
Associations Will Give More Value to Members and Partners.
More Competition in Retail.
Loyalty Programs Will Expand.
Greater Use of Online Contests and Sweepstakes.
Use of Geo-Targeting in Promotions.
Small Businesses will Partner with Large Corporations.
Product Placement will Expand.
Slideshare.
PocketCocktails.
An Emergence of Public-Private Partnerships.
Cause-Related Partnerships.
Glossary.
Index.
Overview
—Roy A. Young, President, MarketingProfs
"Partnership Marketi ng is a must-read for any business owner or professional that is looking to take their business to the next level by ...