WHAT IS AN INTEGRATED BRAND PARTNERSHIP?

‘How can our company increases our revenue?’ is a question that often raises its head. Making money, also known as creating revenue, is after all what businesses are all about. The answer maybe simple, as in sell more, however that is often far more difficult than said. Particularly in today’s world that is saturated with businesses left, right and centre.

Solutions to overcome the difficulty in reaching that yearly target is order of the day. In other words, how can a Brand withstand pressure yet flourish and end up with a better ROI (return on investment) than 12 months ago? 

WHAT CAN BE DONE

Within the worlds of Brands and Brand Identities there lies an answer.  One word comes to mind: collaboration. One question though is, what does that mean? 

Fact of the matter is that trading on various platforms is becoming more and more popular and effective in today’s world. Therefore it is imperative to be visible and active on- and offline. This mean any platform where services and/or products are presented, explained and offered to customers.  It will be rather unintelligent not to make use of this opportunity to get more bang for your buck

To be more specific, the solution is Integrated Brand Partnerships. In short: When Brands Join Forces. 

WHAT IS IT ABOUT

Reading an article on the Econsultancy website made me put my thinking cap on and put thoughts to paper. The writer James Cristal explores 5 examples of where significant brands collaborated in order to not only increases customer retention, but also to increases revenue. 

Having a renown Brand is one thing, but having the insight to incorporate another renown Brand with your own is a great idea. Not only is a company going to maintain their popularity they are also going to enhance sales and create a magnificent user experience for their customers. And that, ultimately, is what differentiate a good company from a great company. 

WHEN DOES IT WORK BEST

Now that it has become more clear as to what such a Partnership is about, the challenge is to figure out a way of making it happen. It isn’t a matter of putting any 2 together either. There is no point in joining 2 Brands where one is like oil and the other like water - we all know that doesn’t mix! 

Coming from a Brand Partnership environment, I have on many occasions been presented with the task of blending 2 Brands that compliment each other and work well together. The difficulty isn’t in finding the two components, but it can be very tricky to find the right solution for the process to work. At the end of the day the relationship has to work very well so that both parties benefit. 

Therefore the major part in a Partnership campaign is finding the right creative solution. Working closely with both sides the main point is to find the reason for such an integration. Mostly it will be around exposure and presentation to customers hence finding a visual element that does the trick. After all, the task at hand is to grab the customer’s attention and supply an opportunity for them to participate and experience a great service. 

Let’s explore 3 different platforms and their different methods:

  • Broadcasting - Television Programme

    • placing the sponsorship element right up against the start and end of a programme part, but not within the commercial break 

  • Online - Website

    • placing the sponsorship application at a point within the site where it is most likely the customers would want to add to their booking/purchase

  • Print - Magazine

    • placing the sponsorship creative within the written article to draw attention to a reader with advice on how to proceed to obtain the additional product/service/information

In short, catch the attention of your customer at their most vulnerable moment. 

CONCLUSION 

At the end of the day, the purpose of any Partnership is to add further value to the customer’s journey. The best way to facilitate this feature is to offer a way for your customer to be exposed to another partner’s facilities, but without running the risk of customers leaving or forgetting about you as the host. Ultimately, offering them another service, but all within one place - Your Environment.

We have to remember that even though the aim is to provide equal traction for both sides, there will always be a primary and secondary entity taking part in any campaign. It is understandable that one platform will provide the main attraction where the second player will obviously be happy to participate because of the strong, possible winning end result. 

It is not a situation of one being better or more efficient than the other, but rather that of both realising that together they can reach a much higher level of success. For the best results it is imperative that these campaigns are executed seamless so that the customer are almost unaware of it happening. If this can be achieved, then you walk away with a win-win moment. It will also mean that there is a big chance the two players will partner again. Once it has become apparent that a collaboration works well, many occasions will be created to do it again.

Having quite a few successes under my belt within this field, I can say that it brings a great amount of satisfaction to all involved in a successful campaign. The exposure for clients’ products/services has been, is and will always be a plus factor. Many sales teams will be patted on the shoulders for instigating such a great win. Creative gurus will receive kudos for an excellent format and those who host the campaign will realise how important it is to work with others. Revenue of course plays a massive part, however the relationships built will persevere for time to come. 

Taking on the role of the one-stop-shop between all of the different parties that partake in such an exercise, causes me great pleasure. It is amazing to be able to coordinate various departments and bring a campaign together. Without my extensive knowledge I built up during many years, I reckon none of this will be possible. Needles to say, I thrive within the world of Brand Partnerships. Apart from anything else, it places me in a situation where I can upheld both Brands and their key messages. May it long, long lasts.

As always, please feel free to share, comment or send me a message if you have any questions and/or can relate to this post. 

You can reach me here, LinkedIn, Twitter, Facebook & Instagram.

And most of all… Thank You for reading. 

PUT ONE FOOT IN FRONT OF THE OTHER

… and You can put any mountain behind You. 

Sounds fairly simple, right? However, when it comes to getting the ball rolling for the year ahead, the desire may come easily until you realise the fact of the matter is, it isn’t always that easy at all.

Looking (at least) 12 months ahead at your work and life can and is quite scary. Even daunting for most people. So much so that the Goal Setting exercise is limited to only thinking about a few things that could be done in the months to come. 

The secret to fulfilling those ideas is not rocket science. The truth is that all one has to do is put write down those thoughts on paper or type it into a document. According to the Dominican University of California, close to 75% of people writing down/typing Goals had a much higher success rate of achieving them - in contrast to those thinking and/or keeping their goals only tucked up in your heads.

THE ROAD AHEAD

Where are You & Your business heading? Here is some guidance from Bob Proctor: “A proper goal provides the necessary incentive to grow in awareness - and every aspect of your life is a reflection of your level of awareness”.

What strikes me within these wise words are: Goal, Grow and Awareness. 3 very powerful points to take note of to make progress.

Personally, a lot has been picked up from working in a corporate environment for many years. One that stands out like the proverbial sore thumb is Goal Setting. It was great to be introduced to it years ago. Something that now comes natural and are done religiously at the start of every new year. In January thoughts are arranged into at least 3 Development sections: Entrepreneurship, Business and Personal. Setting out a strategy for each part of life as a professional working individual is order of every new year. 

THE SET UP EXERCISE 

To sit down and calmly spend time making decisions for the next 12 months is one of the most satisfying exercises one can do. It puts the future into perspective and creates a track that encourage the mindset to move systematically forward. 

A golden rule to follow is that of creating SMART Goals. Setting massive, almost out-of-bound Goals are, from a personal point of view, not that productive. It is good to be ambitious, however being realistic is a much better route to follow. 

Over-the-top Goals can easily lead to disappointment and discouragement. One can feel like a failure and that easily leads to negativity in thought and mind - something that should be avoided at all costs since being positive is a much easier way to live life and being successful. So, be SMART about your Goals. 

No need to agree on a huge list of goals either. The list can rather be short and sweet than long, tedious and impossible. Aim for around 3 to 5 per section.

THE CREATING PROCESS

Here we are talking literal as in creating the document which will lay out each Goal that will encourage you over the next 12 months to move forward and make progress - in both business and personal growth. 

Keep it plain and simple. A 3-pager landscape-layout with 4 columns each should do the trick. Give each page a heading that clearly describes what your plans are. Then head up each column too. The following column headers makes a lot of sense: Goal, Actions, Timescale and Result. 

Take each page at a time. Write a Goal and follow on to the 2nd column and then the 3rd. The 4th will be visited throughout the year and completed by the end of your 12 month cycle. Do this for each page you created and very soon you will look at a great lot of words that stare you in the face. It is so much easier to visualise what needs to be done and by when once you see it with your own eyes. People do tend to say why should I create a document? It’s all in my head in any case - trust me, seeing it in black on white cement it in your head and give your mindset a real good boost. 

To finish off this very important document it is imperative to Brand it. Add your logo. Use your company colours. Definitely use your company font. Make it your own. It is YOUR Goals for YOUR Company. Once again, each time you visit this document it will give you a sense of ownership. After all, it belongs to you! 

THE RE-VISIT   

There are people who (unfortunately) think that once they created their Goals it can stay in a folder somewhere on their computer. Their attitude of I am going to look at it only in 12 months from now is defeating the purpose. A regular visit to this document will not only refresh your memory it will also make it clear where you are with those goals as the year go by.

A healthy suggestion is to add at least 4 reminder dates to your calendar. Every 3 months is good timing. This will give you enough time to get on with business in general and easily let you cast your mind back to what you have achieved and where you are in making progress. Here is where column 4 gets the action. Note down the date your visit takes place and next to it whether you have already accomplished, slightly progressed or still have to work on the particular Goal. 

Quarterly visits will also help a lot at the end of your 12 month cycle to see the full picture with no need to open your diary searching for accomplishments or wreck your mind when you actually demolished a goal. 

THE FINAL FRONTIER 

Time flies by so quickly and before you know it a year would’ve past. The moment of truth will be facing you. The last Goal visit of the year will be upon you and you will need to be honest about what you wrote months ago. 

The possibility exists that certain sections of your Goal Setting document will still not be completed. Don’t stress about this. Circumstances change all the time. There could be a very good reason (lets hope so) for a Goal to be still outstanding. If it is still relevant to your development don’t feel ashamed to add it to the next bunch for the year to come. 

CONCLUSION

Every year your Goals’ intensity will increase. Your aim will be higher than before. You will most likely put a bigger demand on yourself and your business. Don’t let it deter you. As mentioned before, there is nothing wrong with being ambitious. Nothing prohibits you from setting the bar a notch higher than last year (actually, it is a very healthy approach). The important thing is to continue to set Goals. Continue to visit them regularly and be strict about them. At the end of the day it’s up to you, but having these milestones set out loud and clear will help you with you strategy towards success.

To be brutally honest with you, Now Is The Time to get going and set out milestones for the next months ahead. Good luck with your Goals! It will be worth it every time - I promise you that! 

As always, please feel free to share, comment or send me a message if you have any questions and/or can relate to this post. 

You can reach me here, LinkedIn, Twitter, Facebook & Instagram

And most of all… Thank You for reading.