Feature: Partnership marketing: Happy ever after

Gavan Stewart, founder of Touchdown Brand Affinity Marketing, identifies how a winning partnership can produce a good return on investment

“I thought I’d introduce myself, you look great and I think that together we’d make a great team.” Does that sound believable? Does it lack substance or perhaps seem a little superficial? This isn’t a cheesy chat-up line in the bar – it’s how some marketers still crudely approach partnership marketing. Similar to creating a long-lasting partnership between two people, there’s more to making a successful business relationship work beyond the euphoria of the initial attraction.

When two people embarking on a future together share a common drive, open communication and a willingness to support one another, the result can have a powerful effect. This is not dissimilar to the brand partnerships created through affinity marketing. Similarly, marketers have a responsibility to ensure that their activity also delivers a “happy ever after” ending: a profitable return on investment. So what criteria should marketers follow to ensure their partnership is not a result of the “beer goggles” effect, but instead is a match made in heaven?

Affinity marketing uses the equity locked in a non-competing brand to access potential customers through new channels not readily available. By piggy-backing on another brand’s reputation to act as a respected ambassador, the cost-effective practice can raise awareness of another brand, drive sales or even shift consumer perceptions.

The secret to a successful campaign is to ensure that, when choosing a partnership, marketers are not easily wooed by the glamour of a high-profile brand. Similarly, they must also understand that their brand may not necessarily provide a natural fit for other products. Research is imperative to identify other brands that share common ideologies and principles, which will ultimately provide kudos for the company and develop a natural affinity with target customers.

We see how well this has worked for celebrity endorsement, particularly between brands and music. When high-profile personalities and brand values are suitably aligned, customers are more likely to believe in the product promoted by its brand ambassador.

Pepsi has been able to differentiate itself as a young and vibrant product in the soft drinks market with the signing of fresh and iconic global superstars, from Michael Jackson and the Spice Girls to Britney Spears. Technology giant Apple helped re-affirm its reputation as a down-to-earth responsible company with the partnership with U2 for its Apple iPod.

Equally Marks & Spencer helped support Take That’s monumental comeback through its signing of the band for its men’s fashion range, while also selling the band’s CDs in-store.

Each success story shares a common denominator: both parties have understood what will appeal to the customers they want to target. Research within the customer target group itself is a valued resource. A brand partnership will work more effectively when understanding how the audience is likely to accept the brand endorsement and importantly whether this will encourage trial and deliver results.

Without this research the results of an ill-thought partnership can damage the image of the brand that marketers have spent years building – the company we keep speaks volumes about us.

To coincide with Levi’s 155th anniversary and to celebrate a new Limited Edition collection, Levi’s provided its customers in its UK stores a chance to win a trip to San Francisco, home of the brand, to see its very first zip-fly jean, stored within the extensive denim archives. The promotional activity, which was created by Touchdown, included prizes of two return flights with American Airlines – our client – and accommodation.

A total of 50 American Airlines flights – a pair of tickets per store – was available, communicated through direct marketing, advertising, PR, in-store point-of-sale material and Levi’s and American Airlines’ UK websites.

Having understood the criteria to ensuring a successful partnership, how can affinity marketing’s activity be measured to identify whether the union was indeed a success? Prior to the campaign’s launch, a benchmark of key performance indicators needs to be agreed, whether this is the redemption of a promotional offer, increase of sales uplift or the cost of media exposure received. Many marketers use affinity marketing to raise brand awareness through new communication channels, and this can be measured through driving traffic to dedicated web-page.

Affinity marketing achieves cost savings through brand co-operation compared to embarking on a stand-alone campaign. Converting to below-the-line communication can save clients the additional costs of producing expensive above-the-line materials.

It is by understanding a potential partners’ business and demonstrating a willingness to work together to achieve both sets of goals that, suddenly, that first introduction can provide better impact. It is also how to generate a healthy return on investment on a brand affinity campaign, and also ensure a “happy ever after” ending.