Collaborative marketing

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1 What is Collaborative Marketing
2 Cost
3 Reaching the target audience
4 Tactics
5 References

[edit] What is Collaborative Marketing

Collaborative marketing refers to an advertising technique employed by companies who choose to advertise alongside competitors in A5 directories, coupon booklets or brochure/ mailpack combinations. Traditional forms of collaborative marketing include Yellow Pages but more recently publications and magazines have been launched to specifically enable collaborative marketing and allow advertisers to promote specific offers.

Collaborative marketing based publications are considered part of the direct marketing mix in that they utilise Royal Mail door drops, direct mail or can be distributed as an insert. A Multi-brand advertising publication can focus on one product sector such as insurance, where all contributing advertisers are insurance brands thereby providing a one-stop information portal for consumers, or can be a collection of complementary products targeting specific audiences such as the over 50s or sub-prime segments.

[edit] Cost

Collaborative marketing is considered a cheap form of marketing because competing companies can share the publication and distribution costs.

[edit] Reaching the target audience

Advertisers tend to share an offering and subsequently a target audience, therefore they will also implement similar database marketing tactics. Through analysing shared data, brands can pick out desirable prospects who will most likely respond to an advert being seen in a collaborative marketing publication.

[edit] Tactics

Specific collaborative marketing magazines tend to allow 15 advertisers to ensure no one company’s message is lost but at the same time, the publication is relevant to the recipient. The magazines also tend to carry interviews with celebrities, prizes and competitions which helps the rate of return