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Marketing shower

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  • 1. Event report Marketing Shower: "Joint promotions: Creating synergies between brands" 15 March 2012, at Kluwer in MechelenPromoting our own products or services is part of daily business for marketeers. But haveyou ever considered combining forces with another brand? As shared during the lastMarketing Shower of 15/03/2012, joint promotions can significantly increase the attentionfor your brand and can substantially increase sales for the different parties involved.For this edition of the Marketing Shower, the Marketing Alumni invited three experts toshare their insights on joint promotions. Bert Van Thilborg from Global Image andWalter Devesse from B2B StratPartners elaborated on some successful examples of jointpromotions. Thomas Goethals from Uniqum tackled the legal aspects that a companyshould take into consideration when opting for a joint promotion strategy.Finding the right match is clearly a fundamental condition for the happy ending of a jointpromotion. Although there are different challenges such as the legal procedures,marketeers should consider combined offers more often. Joint promotions are like a flirtbetween two brands with great chance to result in a combined offering with a clear benefitfor you, your partner and the seduced customer.By Grégory Delens (M3 2006)

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