Partnerships are good for business and are a powerful way to expose yourself to customers you might otherwise never reach.

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A strategic partnership involves two or more companies who collaborate and exchange value. They usually have a similar customer base, common marketing needs, and sometimes complementary services. These businesses join forces by integrating their efforts in the areas of marketing and sales, usually within a specific industry or for a specific customer base. This does not mean they lose their individual identity. Each will continue to market and sell their separate services outside the partnership.

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Big business has always known this — from McDonald’s building global co-promotions with Coca-Cola and Walt Disney, to Nike building shoes that talk to your iPhone, laptops are bundled with anti-virus software, the local gym membership gives you discount vouchers for a sports store when you join. Partnerships work if you look for and manage them properly.

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Most companies have opportunities to create marketing partnerships and because they are different from the normal customer and supplier relationships, they need bespoke plans and strong relationships. You can always win new customers and find new suppliers but partnerships create long term strategic value.

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At Ardo Consulting we have spent many years building strong relationships with many brands and companies to help you build the right partnerships for your business.