Mainebiz

V O L . X X V I N O. I JA N UA R Y 1 3 , 2 0 2 0 26 "[this] riverfront hotel puts all of L/A within footsteps" — The Boston Globe • 4,500 sq ft of divisible meeting space • 10–12ft ceilings • Group rates available • Event Planner Points 14 Great Falls Plaza • Auburn, ME 04210 ( PH ) 207-784-4433 • (FX) 207-777-9021 AuburnRiverWatch.HGI.com Maine lawyers. Maine clients. Maine values. Por tland / Kennebunk • 207-775-7271 • 1-800-756-1166 • jbgh.com At Jensen Baird, our commitment is to you. We know what our clients need, because we know Maine. Our lawyers understand the unique challenges of living and doing business here. We aren't part of a huge national firm, we're part of the community. And we've been that way for over 60 years. H OW TO B Y M A R N I E G R U M B A C H B Y M A R N I E G R U M B A C H C o-branding with another orga- nization can be a powerful way to expand your reach — either to new geographic markets or to new audience segments. e power is in leveraging the brand equity of your co-branding partner. Well-known examples include airlines and credit cards, Spotify and Uber or Apple and ApplePay — diverse products or services come together to serve the same audience. While these appear as marketing win-wins, some careful planning should go into a co-branded marketing effort. For small or mid-sized businesses, a co-branded marketing campaign might be as simple as asking a pre- ferred referral source to share branded content or co-host an event. Before you begin courting a co-branding partner, think through your goals, strategy and the tactics required to make it mutually beneficial. Research options for a like-minded partner. Be transparent about your goals and your expectations for shared partici- pation in the program. Is the organiza- tion equally motivated to benefit from the campaign? What is their brand rep- utation? Who is their audience and how do they engage them? How will your brand integrate into their ecosystem? With the right partner, a well- executed co-branded campaign can benefit both organizations. Providing value to new audiences and influencers. Co-branding content, events or even products with others in your industry isn't necessarily "working with the competition." Rather, think about building authority for your brand by leveraging your partner's brand equity and relationships. Don't stray too far away from your own brand. Influencers within your industry will be more likely to engage with your brand, or listen/ read/distribute your content when it comes with the added credibility of another respected expert in the industry. Increasing brand visibility through cross-promotions and co-ops. Co-op ad campaigns and cross-promotions allow you to reach broader audiences in a more budget-friendly manner. Driving traffic to each other's platforms: Social media. Tag your co-brand- ing partner across social channels to promote a webinar or shared landing page or some other piece of co-branded content. Webinars. Live video presentations with both partners help to promote the partnerships and give each brand an opportunity to educate prospects about shared goals and ideas. Podcasts. An Edison Research report showed that an estimated 32% of Americans listen to podcasts monthly. Producing your own con- tent or partnering with a brand that has a podcast is a great way to get in front of your shared audience. Blog posts and email blasts. Your combined existing followers are already a captive audience. Invite them to access your new co-branded content, emphasizing the value your readers will get from both brands. Live events. Educational or net- working events, fundraisers and parties co-hosted by both brands bring your collective audiences together in a space where new rela- tionships can be fostered. Shared landing page. Create a shared landing page by featuring both company logos on the page. Offer a download or signup to drive traffic to both partner platforms. Be mindful that any type of part- nership may expose you to risks. Vet your partners carefully and be aware that their brand reputation could impact your own. By blending your expertise, your co-branded campaign offers both audi- ences greater value and stands to multi- ply the impact for both brands. M a r n i e G r u m b a c h i s t h e f o u n d e r o f F l u e n t I M C , a n i n t e g r a t e d m a r k e t i n g c o m m u n i c a t i o n s a g e n c y i n We s t b r o o k . S h e c a n b e r e a ch e d a t m a r n i e @ f l ue n t i mc . c om Develop a co-branded marketing strategy With an ideal partner, a well-executed co-branded campaign can benefit both organizations.

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