AdvertisingAdvertising such as a video commercial or poster with multiple brands.
CausesFirms that support social or environmental causes with joint initiatives.
Distribution AgreementsAn agreement to distribute another firm's products. A common strategy to reach international markets without the cost of developing a distribution network.
Reseller AgreementsAgreeing to sell the products of another firm such as the soft drinks sold at a fast food restaurant.
LicensingLicensing a song, cartoon character, personality rights, trademark or brand for use in your products or advertising.
PromotionAgreements for joint sales and promotional strategies such as a destination marketing agreement between an airline and a local tourism marketing board. The ads of the airline may feature the destination and the ads of the tourism board may feature the airline's brand symbols.
Press ReleasesIt is common for firms to issue joint press releases that highlight some shared initiative. In many cases, these are successful at generating media and social media attention.
Product DevelopmentOne product that features another such as a car that has premium brand speakers.
Technology AlliancesFirms that share technology standards in hopes of improving the chances of widespread adoption.
Loyalty ProgramsShared loyalty programs where you earn points from both businesses on the same account.
Product BundlingProduct bundling such as getting a 2 year subscription to a streaming service when you purchase a particular television.
Event SponsorshipsCo-sponsoring promotional events such as industry conferences.
Referral ProgramsReferral programs such as a solar panel installer that provides all customers with a pamphlet for a security systems installer that earns a commission when one of its customers joins the other service.
Supply Chain CollaborationCombining operations to save costs on supplies. For example, two large sushi chains in New York City that agree to share a supply chain for fresh fish.
|Overview: Alliance Marketing
An agreement to enter into a shared marketing strategy between two or more organizations.
Reduced cost, potential for increased impact