To learn more, go to our highly acclaimed Udemy course here: https://www.udemy.com/course/the-brand-partnerships-course/?referralCode=800B03FD714297190556 Or further your Partnerships & Affiliate Marketing career with the Partnercademy Masterclass course... https://partnercademy.thinkific.com/ ---------------------------------------------------------------- ------------------------------------------------------------------------------- This presentation on brand partnerships, focuses purely on integrations, rewards and awareness partnerships. Above all it’ll teach you everything you need to know about Brand Partnerships, going into detail about the three core types. You’ll learn how to arrange an integration partnership and how reward and discount partnerships work. In addition to, sponsorships, product placements and how to run a successful offers page.

1. What do you want your
Partnerships to achieve?
04

2. The 6 Partnership Objectives
Six Types of Partnership Objective
1.New Customer Acquisition – aiming to attract new customers to purchase or use your service
2.Increase Customer Spend/Basket Size – encouraging your customers to spend/purchase more
3.Increase Customer Spend Frequency – encouraging customers to use your product more often
4.Reactivation of dormant customers – encouraging inactive customers to start purchasing again
5.Improving Brand Awareness – aiming to increase your brand profile and recognisability
6.Generating Revenue via Advertising Commissions – promoting brands to earn separate revenue

3. Integration Objectives
Integration partnerships offer different outcomes to each party. Primary brands
who are integrating the secondary, they tend to achieve commissions and
increased customer value. A secondary brand gains new customers. For more
complex new product integrations they launch together and enter new markets.
Primary
Brand
New Customer Acquisition
Advertising Commissions
Increase Customer
Frequency / Value
Secondary
Brand
Through improved customer journey
& value
Example
Spotify integrated Merchbar products for
additional upsell. Users browse their
favourite band’s profile and click through
to purchase merchandise.
New Product LaunchBoth New Markets

4. Reward Objectives
Reward partnerships mean a primary brand (who’s promoting a secondary), will
gain commissions, improve loyalty and value of existing customers, as well as in
some bases new customers. A secondary brand will gain new customers mainly
from the primary brand’s customer base their promoting the reward to.
Primary
Brand
New Customer Acquisition
Advertising
Commissions
Increase
Customer
Frequency /
Value
Secondary
Brand
Through loyalty programs
& promotional offerings
Example
In 2005 Waterstones & Thomson’s joined
forces for an interesting two month
promotion providing customers with over
£50 of savings on in-store Waterstones
books while receiving £100 Thomson
discount vouchers on their next holiday.
The link being that consumers would buy
a book so that they can enjoy it on their
next holiday.
New Customer
Acquisition

5. Awareness Objectives
Awareness objectives tend to focus on, obviously, the benefit of awareness and
brand association and recognisability for both parties. Primary brands can in
some bases gain advertising commissions in return, these would be
sponsorships. In other scenarios the secondary brand reactivates their dormant
customers by re-triggering their brand association with them.
Primary
Brand
Brand Awareness
Advertising Commissions Brand Association
Secondary
Brand
Example
GoCardless and Fluidly partnering up to co-
host an advisory event, with the aim to boost
each other’s profile and provide awareness
Reactivation of Dormant
Customers

6. Deciding which Objective
To Ask or be Asked?
• To Ask - a brand has defined overall marketing strategy and therefore own Partnership Marketing objectives in
place, this means a brand will seek out partner brands to fit into this, unless a partner approaches that happens to
complement into their plans.
• To Be Asked - the alternative is to be approached by a partner who offers you a campaign. This means a decision
must be made on what the objective is and whether this fits into the broader marketing strategy.
Deciding Objectives
Depending on which of the above two approaches happen will determine the choice of objective. If one seeks a
partnership the choice of objective is in your hands, while if approached the decision is normally fixed with it. That’s
not to say this can’t be negotiated, there should be flexibility depending on the partner. The ultimate decision
though should be one that fits in with your wider marketing and business strategy.

7. Two Types of Campaign
1. Exchange Campaigns
Where both partners agree to promote each other's services in return for exposure on the
opposing partner’s side.
2. Paid-for Campaigns
Where the primary brand offers their media assets to a secondary brand but does not request an
exchange of exposure in return, instead they sell the assets.
or…..Hybrid
Where mutual exposure is offered but commissions are also requested.
CPA CPM CPC Rev Share Fixed

8. Understanding Assets &
Deciding Partners
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9. What are Partnership Assets?
What are Assets?
An asset is any area that a primary brand can utilise to provide exposure to a secondary one. It refers to any inventory or media
offered that will provide them with the relevant exposure directed to the target customer base.
Common Examples:
• Promotional Minisite
• Featuring on product packaging
• Solus newsletter release
• Newsletter feature
• Advertorial or editorial
• Skyscraper, MPU or Leaderboard ads
• Joining Products or Brands
Depending on the brand
• The format will come down to the marketing channels on offer.
• If a brand mainly interacts with their consumers via email and social then providing positioning within monthly newsletters and
regular Facebook posts would make most sense.
• IFraming webpage
• Inclusion in loyalty scheme
• Featuring in social media posts and tweets
• Feature in blog post or native mention
• Sponsorship of mass market, multi-channel campaign
• Sponsorship of stadium, merchandise or products
• Joint thought-leadership papers

10. Integration Partnerships - Assets
Online Offline
Iframing
Webpage
Sharing Stores
Joining Services
Additional
Product
Joining Products

11. Reward Partnerships - Assets
Online Offline
Newsletter
Release
Special Event
Social Ad
Loyalty Scheme
or Marketplace
Physical Loyalty
Reward

12. Awareness Partnerships - Assets
Online Offline
Online Tool
Sponsorship
Charity Event
Sponsorship
Social Influencer
Ad
Podcast
Sponsorship
Stadium or Shirt
Sponsorship
Joint Event

13. Deciding your Assets - Auditing your Assets
What is an Audit?
An audit is an entire overview of the areas that a primary brand can offer a secondary brand for exposure. The audit is therefore a
complete record of all possible media assets.
Experienced Partnership Marketing teams tend to format this using excel spreadsheets that outline what collateral they have
available, whether it be on-site, instore, product or event.
Creating the Asset Audit
• Email
• On-Site
• Sponsorships
• In-Store
• Product
Channel Asset No ofSpaces Av. Conversion Value (per month)
Homepage Ad Space 2 35% £5,000
Promotions Page Header 2 30% £3,000
Promotions Page Main Ad 9 25% £2,000
Login Ad Space 3 25% £2,000
Blog Post 3 12% £500
Welcome Email 2 15% £1,000
VIP Active 2 10% £1,000
Non-VIP Active 2 8% £500
Stand Alone Active 1 12% £1,500
Offer Facebook Friday Post 1 15% £1,000
Twitter Header Takeover 1 10% £1,000
Daily Pinterest Post 1 6% £500
Sponsorship Summer Charity Event 2 25% £5,000
Active
Onsite
Email
Social

14. Managing your Assets
The Asset Calendar
• Date & Time
• Assets
• Partner
• Price or Exchange
• Forecast or Results
Examples
January - Assets Date Partner Price Exchange Forecast
Homepage Ad Space
Promotions Page Ad
Active Newsletter
Inactive Newsletter
Loyalty Store
Campaign Sponsorship
Mobile App Ad
Blog Post
Social Media Post
PPC Campaign
Display Campaign
PR Content
January Asset Partner Price Exchange Forecast
1st
2nd Homepage Ad Space Boots
3rd Homepage Ad Space Boots
4th Homepage Ad Space Boots
5th
6th Inactive Newsletter Coca Cola
7th
8th Display Campaign PayPal
9th Blog Post Tesco
10th
11th Twitter Post Lonely Planet
12th Twitter Post Lonely Planet
13th
Benefits of using the Asset Calendar
• Organisation of Assets
• Partner Demand
• Campaign Overview
• Assists with Forecasting
• Upper Management & Department Work Log
or

15. Selling-in your Assets - The Asset Portfolio
Benefits of having an Asset Portfolio
• Illustrates your Asset Audit making it clear what’s on offer.
• Helps internal stakeholders understand what areas can be
utilised for Partnerships.
• One slide per main asset provides simplicity when
presenting.
• A key sales tool to accompany any pitch, allowing
counterparts to take away a copy and review.
Types of Asset Portfolio
• PowerPoint Presentation
• Word Manual
• Word One Pager
• Infographic
• Flyer

16. Identifying Current Partners
The Partner Map
The Partner Funnel

17. Online
• Starting online research your brand’s top organic and paid keywords recording the companies which appear.
• Look at your competitors to who they are affiliated with.
• Download thought-leadership or white papers, taking note of all companies mentioned.
• Seek out agencies that specialise in your industry and record who they work with.
• Social Media, as an open source, is probably the finest way to research. LinkedIn offers the most powerful networking
tool, automatically suggesting new contacts from related personnel and companies – look out for those with ‘Partnership’
in their job title. Twitter and Facebook suggest related brands via your current Likes and Followers, note these as well as
any that advertise on your feed.
• Utilise Affiliate & Partner networks, like Awin.
Offline
• Research at libraries and government organisations.
• Reach out and ask your own suppliers for introductions and names.
• Your own understanding of the industry should not be underestimated, so jot down your own ideas, previous companies
you worked for and brands you like or use regularly.
• Speak with friends or family on who they think might be relevant.
• Visit stores to see which brands are placed alongside one another or that customers tend to purchase together.
• Roadshows or industry events are key to networking.
Locating New Partners

18. Locating New Partners – Partner Sign Up Pages
Name:
Contact email:
Address:
Brand name:
Asset Request:
Dates/Period Requested:
How do you intend to promote
our products to your database:
Sales Estimates:
Promotion description:
Simple Email Contact
Online Application Form
Detailed Partner Page Advanced Partner
Program

19. Establishing whether a partner is the right fit
1. Target Audience
2. Brand Recognition & Reputation
3. Location
4. Markets
5. Resources
6. Partnership History
7. Growth
8. Company Size
9. Available Assets
10. Price Offered
Partner-Friendly Brands

20. Customer Profiling
• Age range
• Demographic
• Location
• Personal Interests
• Spending Habits
• Income
• Lifestyle
Does your Target Audience Resonate with the Partner?
• Can you outline your customer’s interests, needs and wants?
• What is their lifecycle in terms of loyalty and reactivation?
• What is the average spend frequency and basket size?
• Where did your customers hear about you or join from?
• Have your customers engaged with partner offers before?
• What are the conversion rates on your marketing campaigns?
The Importance of Target Audience Similarity & Resonation
Brand Image
• Company Logo
• Unique Product Features
• Company Culture and Values
• Company History & Reputation
• Advertising Techniques
• Tone of Voice
• Brand Ethics
Analysing Their Image
• Recognisability
• Pulling Power
• PR Enhancement
• Trust & Values
• Historic Reputation

21. Why some brands are perfect for partnerships
Target Audience Similarity
Resonating Brands
Reputation
Relevant Shared Objectives
Adaptability

22. Why some brands aren’t…
“My iPhone is infected with a virus called U2”
Didn’t Resonate
Inconvenient
No Added Value
Friendly, joy-supplying toy makers don’t kill polar
bears Reputational Risk