Reaching audiences together.
WHAT IT INVOLVES
Two businesses promoting jointly to reach each other's audiences.
WHAT FORMS IT TAKES
Joint events Shared content Cross-promotion to each other's customers Joint offers Appearing together at industry occasions
WHY IT WORKS
Each party gains access to an audience that already trusts the other.
WHAT TO ESTABLISH
That the audiences are genuinely relevant to each other.
WHY
Access to the wrong audience produces nothing.
WHAT TO AGREE
What each party does What each contributes financially How leads generated are divided Approval of materials Use of names and marks
WHY MARK USE SPECIFICALLY
It is the commonest source of dispute in these arrangements.
WHAT TO ESTABLISH
Approval of anything bearing your name.
WHAT TO ESTABLISH ABOUT CUSTOMER DATA
Whether contact details are shared.
WHY IT MATTERS
Sharing customer information carries obligations and it may require consent.
WHAT TO ESTABLISH
What is permitted before any data moves.
WHAT TO PREFER
Each party communicating with its own audience.
WHY
It avoids the data question entirely and it performs better.
WHAT TO ESTABLISH ABOUT MESSAGING
Consistency, and that neither misrepresents the other.
WHAT TO AVOID
Claims about the partner's product you cannot verify Suggesting a closer relationship than exists
WHAT TO MEASURE
Leads generated by each party Conversion Cost per party
WHY
Co-marketing effort is frequently uneven and unmeasured.
WHAT TO REVIEW
Whether both parties gained.
