Leveraging the power of partnerships
Why partnerships may be your key to success.
If you have a new product or are seeking expansion, put your pride and bashfulness aside and consider partnerships.
The right partnerships, defined by relevance to your product & audience, will expand the reach of your marketing message.
I began working in partnership marketing at Davidson Marketing in Chicago in 1999. There I learned the value of one brand engaging with another to jointly promote a product, service or initiative. I created and executed entertainment marketing and brand partnerships there with Keebler Cookies and Brian Seltzer Orchestra, Tombstone Pizza and Vans Warped Tour, and Oscar Mayer and Monica. The art of it was finding the right entertainment brand, and then creating the proposition that resonated with both parties.
In a world of tighter resources and newly implemented tariffs, communities and people must work together to use what they have to offer value to end users/customers and save their bottom line.
So, consider partners — which are mutually beneficial — to reach your goals. More in next post about the process of identifying strategic partners.
Olivia is a C-Suite Marketing Exec, Author of 51 Brand Marketing Tips for Creators & Founder of Omerge Alliances & Freedom at The Mat. An NYU & Loyola Professor, she has led marketing at influential organizations such as Carol’s Daughter, VIBE, Live Nation, Ogilvy & more for 25+ years. A Native Memphian, now based in New Orleans, is a forever Harlemite (NYC) who travels extensively and blooms where she is planted.
