Partnership marketing can be summed up in one word. Synergy.
Connecting the right corporations with the right products and putting them in front of the right audience at the right time.
It sounds at first a little bit like product placement and to a certain degree it is. Looking for that coat Carrie wore in Season One of Sex And The City, do a search on eVisure.com.
While the devil may wear Prada, your average executive assistant can't afford to. And that is where people like Ron Kunitzky of Geyser Marketing come into play, by creating partnerships that have a context that makes sense.
According to Kunitzky:
Partnership marketing encompasses all elements of marketing including channel marketing, retail marketing, online marketing, consumer marketing, affiliate marketing, and business marketing.
Employing this marketing strategy allows complementary brands to reduce the cost of customer acquisition while opening new marketing distribution channels to both companies. This yields results that neither company could achieve on their own.
Reduced customer acquisition costs. Target focus. Increased sales. Synergy.
It's kind of like what happens when peanut butter and chocolate collide.
Have a good one.
~ The (SEP) Guy