Once you decide on on some potential Marketing Partners you would like to contact — to help you build your brand, acquire new customers and keep your existing customers loyal longer – you'll need to create a value proposition for them as well as a creative proposition for their end customers to benefit in order to engage in a conversation about the Marketing Partnership opportunity that you are proposing.

Here are the Top 10 things to include in the conversation with that Prospective Partner:

THE PARTNER VALUE PROPOSITION

value proposition
Is about giving them an opportunity and making them happy. What are you offering them?

1. An opportunity to earn incremental revenue?
2. An exceptional product to add value to what they are already good at?
3. A brand that you are lending them in return for something?
4. An opportunity to reach your customers?

THE CREATIVE PROPOSITION

creative proposition
This is to the end-customer who will ultimately be buying your product via the Partnership Marketing program that you are offering to the prospective partner or vice-versa.

Take a look at your marketing history. What has worked well in the past? Have you tested different creative offers already that work well? Different Marketing Channels, Offers at different times of Year? Online or Offline? Have you incorporated both?

5. What is your Offer to the end-customer? (incoming to your customers or outgoing to the Partner's customers?)
6. Is your Offer highly compelling?
7. Does the Offer outshine your competitors' Offers?
8. Is the Offer economically feasible?
9. Is the Offer easy to execute from a logistics point of view?
10. Can the offer be measured?

Engaging a potential Marketing Partner and the success with which you do so dependents on one thing: how relevant and interesting you can make it to them!

Ron Kunitzky

Ron Kunitzky, an expert in strategic business affiliations and partnerships is the founder of Geyser Marketing Group, and has successfully brokered partnership marketing programs for companies as varied as Coastal Contacts, Dell Computer, NASDAQ, and 1-800-GOT-JUNK?

Geyser Marketing Group

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