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What To Watch For
 
 
 
Partnership and Affinity Marketing

Partnership marketing continues to grow in popularity between for-profit businesses as well as for-profit and not-for-profit partnerships. This combining of resources often creates a marketing platform that cannot be bought or created anywhere else. Partnerships can offer the benefit of an affinity relationship with a brand or a cause, access to a sought after demographic or database of people, non-traditional funding, marketing programs, and new sales and distribution channels.

The benefits of Partnership Marketing:
New, unique channels for marketing
Valuable databases
Geographic specificity
Affinity with partner’s organization
Traffic-driving promotions
Member solicitation opportunities
Expanded distribution channels for communications, marketing, and development
New executive leadership network of people to tap into
Non-traditional and incremental revenue sources
Multi-year deals

Partnerships are different from sponsorships:
SponsorshipsPartnerships
Marketing drivenMission driven
Short termLonger term
Promotion and advertisingEducation and influence
Tactical benefitsSynergistic benefits (e.g. tickets, signage)
Deal-makingCollaborative relationship
 
MOTIVATED: John said, 'If we're going to be doing this, why don't we really do this?' He turned a normal book tour into something extraordinary.
Judith Wright
Best-Selling Author and National Lifestyles Expert
Wright Institute