The document discusses partner marketing innovation through the systematic identification of both traditional and non-traditional access points to engage member populations. It outlines a framework for categorizing media into owned, paid, and earned access, emphasizing the need to inventory these opportunities for effective outreach. Furthermore, it highlights the importance of enhancing the customer experience at various points in their purchasing journey to develop innovative marketing strategies.

1. Partner Marketing Innovation
Systematic Identification of
Innovation Opportunities

2. Innovation

3. Simple Innovation
• Leveraging non-traditional access points to
reach member population with our message
Example:
Utilizing groups product retail sales
distribution to deliver a buckslip

4. Traditional vs Non-Traditional
• Traditional
– Direct Mail, Email, Landing Page, Event, Print Ad in
Partner Mag,
• Non-Traditional
– Retail Products, Radio Interviews, Blogs, Mobile
ads on partner apps or similar topic Apps

5. Finding Additional Opportunity
• To identify additional opportunities, we
merely need to “inventory” all access points
our partners have with their members
• To do this, we can think in terms of the three
types of media
– Owned
– Paid
– Earned

6. Owned, Paid and Earned
• Owned
– Access to members that a group manages
– Website, social media identities, direct mail
list, magazines, product retail, etc.
• Paid
– Access to members that a groups pays others for
– TV, radio, print advertising, PR
• Earned
– Access to members that a group earns
– WOM, social activity
“comments/shares/RTs”, blogposts,

7. Taking Inventory
Owned Paid Earned
Access Available Access Available Access Available
Direct Mail Yes TV Spots Yes Blogs No
Magazine No Print Ads Yes Press Yes
Facebook Yes Outdoor No Social Yes
Activity
Retail No
“How/where are they
“How/where are they marketing to their “Who is promoting them to
connecting to their members?” members?” their members?”

8. Final Inventory (Template)
Access Point Tradition Digital / Does it Exist Owned/Paid Can We
al / New Offline for Partner? /Earned Utilize?
Direct Mail Trad Offline Yes Owned Yes
Partner Mag Trad Offline Yes Owned Yes
Retail New Offline No Owned/Paid ?
Facebook Tab Trad Digital Yes Owned/Paid Yes
Twitter Stream Trad Digital Yes Owned No
TV Spots New Both No Paid No
Partner Paid Ads New Both Yes Paid ?
Blogs New Digital ? Earned ?

9. Question Marks??
Innovation!!
(Maybe)

10. Think About the Customer’s
Experience
• Experience: Retail Innovation!!
We can reach the
1. Customer browses online customer in all of
catalog these steps.
2. Places item in cart How? Ads on the
3. Makes purchase site, ads on
checkout, referral
4. Receives email confirmation links on check
5. Receives shipping confirmation out, ads/text links in
emails, buck slip in
6. Receives package box, sticker on
box, etc.

11. Simple Innovation Steps
• Explore access points
• Identify feasibility of utilizing access points
• Think through customer experience
– How can we reach them
– What’s efficient (and not annoying or creepy)
• Recommend innovative ideas