I recently worked with some AMAZING media partners where I had a VERY LIMITED marketing budget. I needed to make an impact. The community needed (yes, I believe they NEEDED) to hear about what we were talking about. To get the most out of budget and reach, we did a marketing trade and sponsorship to make up for my limited spending. Here are 3 things you should consider in media marketing trade.
- Really consider what additional distribution you want out of a media trade. Is it brand alignment, increased distribution, to be heard or seen with a certain partner? Once you have that desire ID’d, stick with it and stay focused.
- What are your customer distribution points you can connect for your media partner so they meet their goals? Can you include their logo in emails, do you have a large database you can co-market with, or do you have landing page they can be seen on? Think where your customers go that you can control to help your partner reach them. You need each other.
- What are you willing to give up to gain? Media partnerships – good ones – will take work on your part. You will need to give up your normal time, additional resources, maybe a team member’s time, among other things – to make a true partnership work. You’ll need to let go of something for a successful trade.
- a BONUS – take a calculated risk. Look for something you haven’t done before for a trade, just make sure it is good for you. You’ll know it when you see it.