1 / 25

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

nyx
Download Presentation

Partnership Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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…..

More Related