Partnership marketing, in the promotional marketing sense, is where two or more brands, companies or organisations work together on a joint promotion that should deliver benefit to all.
Such partnerships can also be called ‘third party promotions’, ‘affinity marketing’ or, less often, ‘affiliate marketing’ (not to be confused with digital affiliate marketing).
Partnership marketing can be purely commercial, involving only businesses; or it can involve a charity, government body or other not-for-profit organisation as one of the partners. Partnerships may involve just two parties, or there may be three or more involved.
One of the simplest forms of partnership marketing would be where a brand runs an on-pack promotion offering free or reduced price tickets to an event or destination.
Another might involve a brand, a media owner and a charity, with the brand and media owner benefiting from the ‘halo effect’ of the association with a good cause, while the charity gets increased exposure and also, perhaps, increased funding.
The companies we expect to see nominated here will be specialists in bringing together partners based on mutual benefit and helping them to create effective joint promotions.
If you have worked with specialist suppliers offering partnership marketing services in the past two years, then please nominate them by clicking on the vote tab above.