Partnership marketing: how to grow your business and transform your brand through smart collaboration
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Mississauga, Ontario
Wiley
2011
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 233 S. |
| ISBN: | 9780470676707 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804145597176872960 |
|---|---|
| adam_text | Titel: Partnership marketing
Autor: Kunitzky, Ron
Jahr: 2011
Contents
Acknowledgments xvii
Preface xix
INTRODUCTION: WELCOME TO THE WORLD OF
PARTNERSHIP MARKETING 1
Marketing Partnerships Are Not Business Partnerships 4
Marketing to Businesses Differs From Marketing To Consumers 5
With B2B, the End Customer Uses a More Formal Buying Process 5
Partner Motivations Are Different 6
How You Can Add Partnership Marketing
To Your Existing Marketing Mix 6
Direct Marketing 6
Sales Promotion 6
Advertising 7
Branding 7
Retail 7
CHAPTER 1: UNDERSTANDING PARTNERSHIP
MARKETING 9
Distribution Marketing Partnerships 10
Bundling 11
Cross-Marketing 12
Added-Value Marketing Partnerships 13
Affinity Marketing Programs 17
Customized Affinity Programs 18
Generic Affinity Programs 19
Affiliate Marketing Networks 20
Content Marketing Programs 22
Sponsorship Marketing 25
Licensing Programs 27
Loyalty Marketing Programs 30
Components of a Successful Loyalty
Marketing Strategy 33
Co-Marketing 35
Store Within a Store and Co-Branded Stores 37
CHAPTER 2: LEVERAGING PARTNERSHIP
MARKETING ASSETS 41
Your Brand 42
Audience and Customers 46
Weil-Defined Target Audience and Customers 47
Regular Frequency of Interaction 48
Volume or Size 48
Marketing Vehicles 50
Online and Digital Marketing Vehicles 50
Websites 50
Webinars 52
Advertising 52
Content . 52
Email Marketing and Text Messaging 53
Social Media 53
Traditional Marketing Vehicles 54
TV, Radio, Print, Signage 54
Call Centers 54
Direct Mail and Fulfillment 55
Renewals 55
Retail 56
Products and Services 56
Door-to-Door 57
At-Home Service 57
Contests and Lotteries 57
Event Marketing 58
Member Cards/Loyalty Program Cards 58
Packaging (In-Pack, On-Pack, Cover-Mounts) 59
Some Case Studies 60
Meredith Corporation 60
crowdSPRING.com 61
Cocktail Marketing 62
CHAPTER 3: USING PARTNERSHIP MARKETING TO
GENERATE REVENUE AND DECREASE COSTS 69
New Customer Acquisition 69
Cost per Acquisition (CPA) 70
How to Track a Partnership Marketing Program 74
How to Achieve Customer Growth While Reducing CPA 75
Some Case Studies 77
Microsoft 77
MBNA (Bank of America) 78
Demand Metric 79
Fender 80
Increasing Average Transactional Value (ATV) from Customers 82
Increasing the Average Number of Transactions (ANT)
from Customers 83
CHAPTER 4: ECP: ECONOMIC CONNECTION AS PARTNERS 87
Economic 89
Increase Revenue/Market Share Through an
Increase in Customers 90
Increase Mind Share Through Brand Awareness 90
Increase Profitability Through Lower Customer Acquisition Costs 90
Connection 92
Partners 93
Not Partner Friendly (Loner) 94
Somewhat Partner Friendly (What s In It for Me?) 94
Partner Friendly (What s In It for Us?) 95
What Does It Take to Achieve a Successful
Economic Connection as Partners? 96
Toint Goal Planning 96
Skills and Competencies 98
Processes and Technology 100
Processes 100
Technology 102
Potential to Generate Incremental Revenue 104
Products 105
Offers and Messaging 106
Pricing 107
Marketing Vehicle, Frequency and Reach 108
Recognizability 109
CHAPTER 5: ASSOCIATING YOUR BRAND 111
Customers-Strong Reach to the Primary Target Market 112
Relevance to Your Business-Enhances Offering
to the Primary Target Market 113
Size of Opportunity 115
Widely Recognized Brands 116
Geography 118
Mutuality and Cooperation 118
Credentials and Trust 120
Growth Potential 120
Legalities and Channel Conflict 121
To White Label or Not to White Label 122
Some Case Studies 124
Wal-Mart and Dell 124
Amazon 126
Partner with Winners 126
Choose a Partner Brand that Has a Market Share
Within Your Target Market 129
Know the Viability of Your Partner Brand s Products 130
Partner with an Emerging Channel 132
Partner to Establish Credibility and Confidence 133
Partner with Brands that Offer Products
that Your Customers Want 135
Distribution Versus the Partner-Sometimes We Can t Get Both! 135
CHAPTER 6: PUTTING PARTNERSHIP
MARKETING INTO PLAY 139
Partner-Friendly Brands 140
Example 140
Coca-Cola 140
Ubisoft 141
Google 142
Netflix 147
Travel and Accommodation Partners 148
What Does It Take to be Partner-Friendly? 148
Work with Able and Willing Partner Brands 154
The 4 Ps to Successful Marketing Partnerships 155
PLAN for Success 155
PROFILE Your Brand 156
PRODUCE Your Partner Brand Criteria 158
PREPARE Your Tools 159
Partnership Application Form 159
Partner Development Pipeline 162
Partner Pitch Deck 163
Partner Snapshot 163
Partner Agreement 164
CHAPTER 7: PRACTICING SMART COLLABORATION 167
Partner Referral Process 168
Mapping the Partner Brand s Marketing Value Chain 169
Connecting Your Offering to the Partner Brand s
Marketing Value Chain 169
Aligning with the Success Criteria of
the Partner Brand 169
Metrics 170
Partnership Engagement Strategy 171
Establishing the Partner Value Proposition 172
Revenue 172
Product 174
Branding 174
Customers 175
Content 175
Establishing the End Customer Value Proposition 176
Leverage the Marketing Partnership 177
Metrics 178
Partner Collaboration Tools 179
Training 181
Understanding Your Partner Brand s
Needs and Challenges 182
Building a Partnership Marketing Program 182
Maximizing Economic Outcomes 184
What to Change in Order to Maximize
Economic Outcomes 185
Marketing Channels 185
The Offer or Discount 186
Little Fish Versus Big Fish 188
Know Your Partner Brands Motivations 190
Smart Collaboration from Other Viewpoints 191
Integrated Marketing Services 191
IGN Entertainment 192
When It s Time to End a Marketing Partnership 195
CHAPTER 8: PARTNERSHIP MARKETING-A LOOK
TO THE FUTURE 197
A Shift to Digital in Partnership Marketing 197
Associations Will Give More Value to
Members and Partners 202
More Competition in Retail 203
Loyalty Programs Will Expand 204
Greater Use of Online Contests and Sweepstakes 205
Use of Geo-Targeting in Promotions 206
Small Businesses will Partner with
Large Corporations 207
Product Placement will Expand 208
Slideshare 208
PocketCocktails 209
An Emergence of Public-Private Partnerships 211
Cause-Related Partnerships 211
Glossary 213
Index 219
|
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| discipline | Wirtschaftswissenschaften |
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| isbn | 9780470676707 |
| language | English |
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| spelling | Kunitzky, Ron Verfasser aut Partnership marketing how to grow your business and transform your brand through smart collaboration Ron Kunitzky Mississauga, Ontario Wiley 2011 XVI, 233 S. txt rdacontent n rdamedia nc rdacarrier Markenpolitik (DE-588)4144679-3 gnd rswk-swf Unternehmenskooperation (DE-588)4078604-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s Unternehmenskooperation (DE-588)4078604-3 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=022473013&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Kunitzky, Ron Partnership marketing how to grow your business and transform your brand through smart collaboration Markenpolitik (DE-588)4144679-3 gnd Unternehmenskooperation (DE-588)4078604-3 gnd |
| subject_GND | (DE-588)4144679-3 (DE-588)4078604-3 |
| title | Partnership marketing how to grow your business and transform your brand through smart collaboration |
| title_auth | Partnership marketing how to grow your business and transform your brand through smart collaboration |
| title_exact_search | Partnership marketing how to grow your business and transform your brand through smart collaboration |
| title_full | Partnership marketing how to grow your business and transform your brand through smart collaboration Ron Kunitzky |
| title_fullStr | Partnership marketing how to grow your business and transform your brand through smart collaboration Ron Kunitzky |
| title_full_unstemmed | Partnership marketing how to grow your business and transform your brand through smart collaboration Ron Kunitzky |
| title_short | Partnership marketing |
| title_sort | partnership marketing how to grow your business and transform your brand through smart collaboration |
| title_sub | how to grow your business and transform your brand through smart collaboration |
| topic | Markenpolitik (DE-588)4144679-3 gnd Unternehmenskooperation (DE-588)4078604-3 gnd |
| topic_facet | Markenpolitik Unternehmenskooperation |
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