It’s October, which means we’re now fully entrenched in football season. Which is great. So, I figured I’d offer some gridiron-inspired food for thought before your next gameday grocery run. During my sports agency days, we often used case studies to show brand clients how effective sponsorships could be strategized, negotiated, and executed. In…
Note: Because of the explanation necessary here, this piece will exceed the four-minute read rule. Hopefully it’ll be worth your time (precious though it is, I know). In Part 1 of this two-part series, we considered how a set of results from any type of marketing campaign isn’t measurement by itself. Rather, it’s…
According to a recent study by Skyword, relations between freelance content creators and their clients aren’t always hunky-dory. Nothing shocking there. Friction is an occupational hazard for any B2B arrangement. What is notable are its underlying causes, however. Some of the most common gripes on both sides are also some of the most avoidable….
I’m a big fan of B2B partnership marketing. Strategic alliances can open so many doors that otherwise wouldn’t be available for reaching corporate and consumer audiences. Sports sponsorships are especially popular. These deals make up approximately 70% of the $65B+ sponsorship industry. Depending on your business and objectives, they can be a great option…
When most marketers hear the term “case study,” they typically think of customer stories they’ve put together to show prospects that their solution works. That’s good, since 88% of B2Bs cite studies as the strongest content-marketing tactics. In other words, if you’re not using them, you may want to look into it. Sometimes, though,…
Full disclosure: I’m not an energy-drink guy. The mad-scientist combination of carbonated water, sucrose, taurine, benzoic acid, pyridoxine hydrochloride, maltodextrin, and 17 other multisyllabic compounds just doesn’t do it for me. That said, I do give credit where credit’s due. The category is as strong an example of brand consistency as you’ll find. And one…
Congrats, you’ve made it to the final installment of this marketing mini-series. Hopefully by this point you’ve familiarized yourself with the thinking behind strategic alliances (Part 1) and browsed some of their more common varieties. These include licensing, sponsorship, and ingredient branding (Part 2) and well as joint promotions and co-marketing (Part 3). It’s…
Welcome to Part 3 of a four-part series on business building through strategic alliances. Part 2 introduced three common types of alliances: licensing, sponsorships, and ingredient branding. Today, we’ll look at two more: joint promotions and co-marketing. Joint Promotions By definition, a promotion is usually temporary in nature. The goal is to create a…
As we established in Part 1 of this four-part series, strategic alliances are a force to be reckoned with. These partnerships can boost results for businesses looking for creative ways to stoke leads, grow awareness, and ultimately generate sales. Alliances come in all shapes and sizes. Five of the most common arrangements include: Licensing…
At the risk of stating the obvious, brands in the 21st Century have a slew of marketing options at their disposal. More toys to play with is a dream for some CMOs. On the other hand, this expansion presents all new challenges the Don Drapers of the good old days never had to consider. …