Wednesday, March 25, 2015
Alliance Marketing – Does it work?
Alliance marketing can be quite confusing and intimidating at the same time. You have two brands that complement each other in one campaign from the same brand house or different vying for the same attention - where do you start and is there a correct way of doing this without compromising each brand’s USP (unique selling point)? Brands somehow shy away from this kind of a marketing method, they say it is risky and doesn’t always work. I fully understand where they are coming from, few brands get this right and even so it is still done with a reserved room for disappointments. For anyone wishing to embark on an alliance marketing soon, here’s what I think you should do.
- Research. Do not just assume that your partnership with a brand that complement yours will work. Assumptions killed many good campaigns. Conduct a survey either by mail or telephone, you will thank yourself later.
- I guess the research either told you yes or no. If yes, then analyse the report to a T in order to determine objectives, campaign message etc. Never settle for what is easy but what is right. If no, go find a better method suitable for you to market your brand.
From here-on, you know what to do. If not, consider getting in an agency to assist.