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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
 
GENUINE: Davidoff is genuine—they’re straight shooters. It matters to them that they always get the results, and they’ve always been aware and concerned that it’s leading to what it is that you want. They’re awesome.
Judith Wright
Best-Selling Author and National Lifestyles Expert
Wright Institute