Keys To Successful Co-Marketing Campaigns

Co-marketing promotions can be difficult to implement. It could be difficult to design an advertising campaign with only one company involved, but adding a number of partners can complicate the design and execution of the campaign significantly. In this specific article we take a look at some typically common pitfalls. It could be difficult to design a marketing campaign with only 1 company involved; adding a number of companions can complicate the design and execution of the advertising campaign significantly.

By being conscious of potential pitfalls, using the right resources, and instilling accountability in all partners, a co-marketing-marketing campaign can meet or go beyond all expectations. One of the challenges is finding the right partners to form a co-marketing alliance. Many co-marketing promotions happen normally, when companions focusing on other projects opt to start a new advertising campaign collectively jointly. However, in some instances a smaller company may have co-marketing campaign ideas that could involve a more substantial company and could need assistance in approaching a more substantial company to create an alliance.

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• “We don’t have the time/money.” – Many organizations may balk at the time, money, and workers that must produce a co-marketing campaign, without understanding what really is required really. Many co-marketing campaigns can in fact save every one of the partner’s money and time in the long run because efforts aren’t duplicated by each partner. • “I don’t even know the place to start.” – Organizations that have never developed a co-marketing campaign may feel intimidated by the process. One option is to work with an alliance partner that has significant expertise in developing its co-marketing alliances.

Many larger companies have significant marketing experience and the in-house personnel to sufficiently design and manage co-marketing promotions. • Poor Planning – Alliances that neglect to plan is planning to fail. A successful co-marketing marketing campaign requires integrated planning by all partners within the alliance at the start of the design process. • Misalignment with Partner Messages – A large partner may potentially power a smaller partner to conform to the large partners established text messages, even if they don’t exactly align with the message that the smaller partner desires to portray. • Not Using Available Tools – Each partner in a co-marketing marketing campaign has their own resources that they can provide, whether it’s funding staff, or software tools.

If one partner does not take benefit of the tools that the other partner has provided, they reduce the overall value of the campaign then. • Overly Complex Messaging – Messaging between personnel and partners within a co-marketing campaign has to be tailored to each of the parties receiving data. For instance, CFOs shall want to stay on top of ROI numbers for the campaign as a whole, while CIOs will focus on ROI for web and email efforts.

C-level executives need big-picture information while personnel executing the procedures of the campaign need specific technical information targeted for their function. • Insufficient Business leads Nurturing – Nearly all leads which will be generated during any kind of co-marketing-marketing campaign will be long term and will need a nurturing process.