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Partnership Marketing

Partnership Marketing. The DMA Insert Media Council 2 nd Annual Insert Media Day Rye, NY September 9, 2004. Panelists introduction here. Jill Eastman Vidal, Director, Third Party Marketing, 1-800-Flowers.com, Inc. Milton Pappas, Vice President, Partnership Marketing, Redcats USA

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Partnership Marketing

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  1. Partnership Marketing The DMA Insert Media Council 2nd Annual Insert Media Day Rye, NY September 9, 2004

  2. Panelists introduction here • Jill Eastman Vidal, • Director, Third Party Marketing, 1-800-Flowers.com, Inc. • Milton Pappas, • Vice President, Partnership Marketing, Redcats USA • Alissa Pomerantz, • Assistant Director, Partnership Marketing, Bookspan • Joe Seta, • President, Seta Corporation • Thomas Shipley, • President, BrandSeed

  3. What defines 3rd Party Marketing (a.k.a. Syndication) • A quick definition: • Syndication is the practice of endorsing another company’s offer (of goods or services), allowing that offer to be marketed into your file and generating a commission on the sale.

  4. Why? • Open up/test new product categories without marketing and inventory risks • Extend your brand beyond your core product line to your customer base • Monetize marketing and distribution channels • Generate incremental income – all to the bottom line!

  5. How to get started! • Define Marketing Strategy • Who is your customer? • Identify important customer demographics • What offerings might be of interest to your customer? • Does product relevance matter?

  6. Marketing Strategy • Customer Research • Attitudinal and Usage Studies • Qualitative and Quantitative Analysis • Surveying • Online and telephonic customer engagement

  7. Marketing Strategy Category Analysis of Potential Partners • Determine what companies you want to work with – the Proactive Approach! • Identification of similar customer demographics • How close to your product category are you willing to be?

  8. Marketing Strategy • What channels will you put to work for you and your partners? • Traditional real estate includes: • Direct Marketing Solo Mailings • Catalog Marketing • Package Inserts • Blow-In/Bind-In • Credit Card Statements and Statement Messaging • Order Confirmation Page Programs • Order Confirmation Email communications • Upselling (both phone and web)

  9. Putting your strategy into action! • Deal Negotiations • Understanding the types of deals you can create by channel and all related components • Name Ownership • Merge/Purge Priority • ALL real costs – especially with Insert Media • Blow-In/Bind-In costs • Package Insert collation/freight

  10. Structuring your deals… • Compensation Structures – Case Studies • Revenue Share • Upfront Bounty (CPA) • Hybrid Arrangement • Straight CPM • Customized/Wholesale Deal • Exchange of Space or Impressions

  11. Sample Insert Media P&L

  12. What else to prepare? • Develop Budget and forecasting by program/channel • Build Schedule • Due dates by channel • Contact Management by channel • Outline Sales Efforts

  13. Developing Relationships… • Create the tools you need to make the first contact. • Could include: • Presentation on your company or offering • Brochures • Contract/Non Disclosure Agreement (NDA)

  14. Internal Support Considerations • Legal • Finance • Information Technology • Customer Service • Marketing

  15. Legal Considerations • NDA v. real “contract” • Use of contract as a Sales Tools • Defining what matters • Other considerations –what you can include: • Merge Purge Priority • FTC and Privacy regulations • “Proof of Enrollment” for club membership offerings

  16. Financial Considerations • Internal Allocations • costs and income by channel • Resources and Tracking Mechanism • To create budget to track actuals

  17. IT Considerations • Proprietary Card implications • Adding an additional method of payment • Website Interface

  18. Customer Service Considerations • Simple Redirection • Toll-Free # for redirect • Hours of Operations • Training efforts: • Regular Sample Distribution to your facilities for partner recognition • Mature effort might also include: • Assignment of key person in each facility to be your 3rd Party “expert” • Product Fairs

  19. Marketing Considerations • Use of Broker/Manager • Marketing Services • List Fulfillment • Program execution/support • Print and Production Coordination • Creative Review • Tracking/Response Analysis – • By Partner • By Program/Channel • Credit Marketing – how important is proprietary credit?

  20. Creative Considerations Creative matters! • Endorsement and placement • Formats • Include ALL terms and conditions – no customer confusion

  21. The Checklist: • Identify customer base and what offers interest them • Analyze potential partner base • Determine what marketing channels you will put to use • Develop P&Ls (by channel) • Create realistic budget for your program

  22. Checklist continued… • Create tracking/reporting • Compose contract • Develop sales tools • Lay foundations for internal support • Start building relationships!

  23. Recommendations from the experts! • Alissa • Joe • Tom • Milton • Jill

  24. Questions?

  25. THANK YOU! • For a copy of this presentation…..

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