Brandi Johnson discusses how co-branding campaigns can help companies in three key ways: 1) Partners can introduce one company's products or services to the other's customer base to quickly grow awareness; 2) Partnerships help brands mitigate campaign costs; and 3) Lesser-known brands can leverage the recognition of their partner to create immediate loyalty. When considering partnerships, brands should evaluate which partners drive the most customer engagement and traffic based on coupon redemption data. Successful partnerships match both brands' target audiences and maintain equal involvement in messaging and campaigns.

2. Co-branding Campaigns – the Good and the Great
Brandi Johnson – Founder and CEO, Qples
Brandi Johnson is CEO of Qples, a Dallas-based technology and digital coupon company. Find more information about Qples
at www.qples.com. Follow Brandi on Twitter@QplesCEO and her husband Jay Johnson, Founder and CTO @QplesCTO.
Dallas, TX, – Companies can use the concept of co-branded campaigns to meet many marketing objectives. First, partners
are a strong way to introduce one company’s products or services to the other and grow awareness quickly. Partners are
also a great way for brands to mitigate costs for a particular promotion or campaign. Finally, a lesser known brand can
draw from the affinity of a partner to create immediate brand loyalty from the start. One of my favorite brand manager
clients called this the “standing next to the pretty girl” method. She would stand her smaller brand next to the pretty girl
(bigger brand) to get noticed and it worked!
Co-branded offers are a fantastic way for brands to expand their reach and fan bases. Many times those potential
partnerships are based on complimentary usage or consumer types. Sometimes however it is more difficult to judge who
might be a profitable partner to help grow your brand awareness, sales or social fan bases.
We have seen many of our brand clients use coupon data to determine the “real” ROI of brand partners. In the Qples
dashboard brands can see how many consumer engagements originated from the various mediums where the coupon was
available. Brands can see how many prints or engagements came from their website or Facebook page versus their
partner’s. Once marketers test multiple campaigns that include a variety of partners, the real time data will reveal which of
them drive the most amount of traffic.
Just because they drive traffic, does that make them the right match?
When you think about which partners to “stand next to”, here are a few critical points to remember to make those efforts a
success. 1. Only partner with brands or products that match your consumer people group. The success of your campaign
will depend on the same group being open to products with similar messaging. 2. Make sure that your future partner has
the same quality and reputation as your own. 3. Only participate in co-branding campaigns where both parties have say in
the messaging and mediums for the program. 4. Collect that data! Every piece of data that you can gather from the
campaign will be key in molding the type of partners and offers you engage in in the future.
Partners can be the simplest way to leverage your brand and fan base. When negotiating a partnership remember the value
that you have in your newsletter database, social fan numbers, distribution and on-pack opportunities. Don’t sell your
brand short when it comes to leveraging those assets when seeking the best partner.
About Qples Inc.
Industry:
Internet Technology (SaaS)
Digital and Mobile Coupons
Rich Media (social, local, mobile, e-commerce, video, etc.)
Qples offers a Software as a Service (SaaS) platform, providing digital and mobile coupon solutions while delivering rich
media and advertising experiences. Qples delivers digital, mobile, and social marketing solutions that connect brands with
consumers.
Through proprietary coupon delivery platforms, Qples integrates rich media advertising, and e-commerce experiences to
maximize revenue through user engagement. Qples provides a disruptive and cost effective way for brands and businesses
to accurately market to consumers across social, local and mobile channels. Additionally, the highly viral content and
coupons can be linked to redemptions and other forms of ROI. For more information about Qples, email us at
info@qples.com or call us at 1-800-483-7020.
Contact
Qples Headquarters
5930 Royal Lane, Suite 381
Dallas, Texas 75230
800-483-7020
For more information, media or interview requests contact:
Dani Chandler
Dani@qples.com
405-314-2884
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