Brand collaboration can be a tricky thing. It requires both parties to understand each other’s logos, goals, and public relations — not to mention in-depth knowledge about social media marketing. But it also has so many benefits. Some of the biggest brands in the world have partnered up for collaborations that turned out to be major successes, and many of them have gone on to spawn copycat creations. Collaborations are considered great opportunities for both parties as they aid in building loyal customers and in introducing new demographics. Here are tips to get the best results from your brand collab.
1. Coordinate with the Right People
Different brand personalities fit together better than others. If you’re collaborating with a restaurant, find one with a similar professional and fun personality to yours. Make sure you’ll be working with people who know what they’re doing and aren’t just using the opportunity to exploit your brand for money – you’ll have enough media attention. The most important part is that both companies are on the same page about how their customers will react to their interaction.
2. Introduce Something New
Get creative and introduce something new to your customers. Your brand is already perfected, but maybe your collaboration partner has something to offer you in a new way. Maybe you can both come together to discover something that’s never been done before. Or maybe you both have a huge following on different social media platforms – combine your audiences and provide unique content or a giveaway exclusive to fans of both brands. Instead of piggybacking off each other, introduce each other’s loyal fans to something different and exciting.
3. Measure Performance Metrics
How will you know if your collaboration was successful? What are the things you can measure to see the contribution of the collaboration? Some example measurements include ROI & ROAS, conversion rate, cost per click, and lifetime value.
Partner performance metrics help you understand your partnership’s effectiveness and can even help you determine whether you should collaborate with them again in the future.
4. Create a Unique Giveaway
A giveaway for your loyal customers is a fantastic way to promote your brand and build strong connections. If you’re looking for something original, create an interactive experience where people have to engage with both brands to have a chance at winning the prize. This will create a sense of excitement and involvement and make people feel a certain level of ownership over the brand.
5. Communicate on Social Media
Always ensure that you’re also actively participating in social media marketing. If you’re having difficulty finding the right audience members to work with, get out there and interact with your followers on social media. You can also encourage interactions – share videos, photos, blog posts, or other original content from the collaboration.
Use tools like Facebook, Twitter, and Instagram to their fullest potential. There are so many unique ways to use each platform. You can use them to inform, engage, and build your fan base.
6. Consider a Sponsorship
Consider working with a sponsor for your brand collaboration. If the brand is a well-known company, it could also be an excellent opportunity to gain exposure for your brand. Whether you decide to work directly with the sponsor or an agency, think about how you will collaborate for your brand to benefit from being associated with theirs. Sponsorships are a great way to build relationships between your brand and other companies.
7. Conduct Podcast Interviews
Podcast interviews are a great way to spread the word about your brand. However, you can also create an interview with your partner to spread awareness about their brand and products. Consider looking for a podcast host with a loyal following with an existing audience interested in your new collaboration. When creating the interview, think of questions that spread the word about both brands and help listeners understand how they can benefit from connecting with both companies.
A business partnership is essential to building a successful brand. Many great brands have come together in collaboration, and you can use these materials to inform your customers and create excitement around your brand. You’ll be able to use whatever type of interaction you wish, so think carefully about your decisions before initiating collaboration.
The benefits of brand collaboration are easy to see in the immediate boost in brand awareness and positive reactions from your customers. However, when it comes to advertising your business, finding the right partner is essential so that both parties can benefit from the partnership.