I recently came across an interesting blog post from Michael Fleischner’s Marketing Blog titled Marketing Through Partnerships that talked about the importance of partnerships in marketing.
He states that “Partnerships come in various shapes and sizes. And when it comes to marketing, the type and extent of partnerships vary greatly.” As I read this quote, it made me think about all of the different types of partnerships in marketing we have talked about throughout the term in COMM 296. Most importantly, co-branding, supply chain relationships, and brand licensing.
A successful supply chain partnership that comes to mind is that of Dell and FedEx. Dell has a very short supply chain that allows products to get to consumers smoothly and quickly, thanks to a partnership with FedEx. The Dell manufacturing plant is located right beside a FedEx shipping centre and all products are shipped through FedEx.
Some co-branding partnerships that I can think of are: The Gap and (RED), Apple and (RED), Apple and Nike, Lip Smacker and Dr. Pepper, Target and Issac Mizrahi, McDonald’s and Monopoly, and Eddie Bauer and Ford. By partnering with each other, these companies all saw increases in the number of users as well as profits. If a consumer recognized one brand name, they were more likely to buy what that brand was partnered with over other products available. Additionally, these partnerships persuaded consumers to buy the co-branded products.
Further in his blog, Michael exclaims, “Consider what aspects of your marketing campaign (internet marketing, email marketing, direct marketing, etc.) can be supported or improved by seeking out a partner. Even if you are sharing profits 50/50, you’re much better off than if you were to go at it alone.”
I think this is an excellent quote as it reinforces the fact that a partnership in marketing can open many doors and is extremely valuable in the long run. Finally, when I look at companies who have various partnerships, the majority of them have ultimately been very successful overall.