--- title: 'The Right Marketing Solutions = The Ultimate Marketing Partnership' url: 'https://alliedglobalmarketing.com/knowledge/pages/the-right-marketing-solutions-the-ultimate-marketing-partnership' markdown: 'https://alliedglobalmarketing.com/knowledge/pages/the-right-marketing-solutions-the-ultimate-marketing-partnership.md' date: '2023-05-17' description: "Partnerships that include exciting solutions can turn a promotion into a major earned media moment that drives viewership, and customer acquisition. Promotions aren't new. We know that 1+1=3 when brands work with IPs. But now more than ever, we have the ability to amplify those efforts by incorpora…" taxonomy: category: - 'Paid Media' - 'Earned Media' --- ![](https://alliedglobalmarketing.com/images/3/f/5/1/1/3f51177ec29844025b81aa9b890e806e66ba7912-cover.webp) Knowledge: Paid Media # The Right Marketing Solutions = The Ultimate Marketing Partnership Erin Corbett, EVP, Partnerships 05.17.23 Partnerships that include exciting solutions can turn a promotion into a major earned media moment that drives viewership, and customer acquisition. Promotions aren't new. We know that 1+1=3 when brands work with IPs. But now more than ever, we have the ability to amplify those efforts by **incorporating multiple consumer touchpoints into our plans.** Eye-catching activations that involve creative concepts, physical or digital experiences, influencers, publicity, paid media, and more **make our partnerships feel fresh.** More isn't necessarily better, **but the** ***right*** **marketing mix can drive a partnership into the zeitgeist**, allowing both to speak to a new consumer, using customized messaging via new channels while incorporating innovative tactics in unexpected places. This also allows us to test-and-learn new approaches. At Allied, we take a layered approach to partnerships, amplifying the results ten-fold and creating something worth talking about. ## Simple isn't always better either! Yes, a simple, turnkey promotion can yield great results. We seek not to reinvent but to enhance. We ask ourselves how we can speak to consumers to drive additional engagement, create a compelling reason for media to cover the story, and manifest a creative execution. Ultimately, our goal is to spark a reaction so consumers share, post, tweet, and further engage. ## Thinking beyond a basic promotion We approach partnerships with earned media in mind. The core questions we seek to answer include: - What do we want people to remember about the partnership when all is said and done? - How do we get there? - What's the creative hook to incentivize consumer involvement/ engagement? - Which IP, brand, or category will help us succeed? - How do we create an unexpected activation to get people talking? ## Layering in excitement Whether it be a shared social media sweepstakes, an in-store takeover, a product placement, or a red-carpet moment, adding supplemental touch points to a standard activation boosts performance time and time again. Our Strawberry Shortcake Fruitastic Takeover from 2022 is a great example of how layers create excitement. We incorporated not one, not two, but four elements to create a larger consumer moment. **We secured three fruit partners** with Sunkist citrus, Naturipe berries, and Envy apples. However, without a retailer, we had no way to put our program directly into the hands of the consumer at brick and mortar stores, so we **created a national trade publicity campaign** to share the idea with the retailers. As a result of that carefully placed press, retailers bought in. From there, we locked in four major North American retailers to **create major in-store activations** with fun Strawberry Shortcake visuals and sweepstakes. We **amplified that moment via a family-focused influencer** and digital media campaign. The efforts were such a success that several of the brands and retailers returned for a second year. Ultimately, a huge number of consumers engaged with the IP through the various touch points, driving awareness for the IP. ## In conclusion We take an integrated approach to marketing to bring the right capabilities to a partnership. Incorporating an additional marketing touch point can be as simple as creating a physical experiential activation to support a social media promotion or placing a product in a film. It can also mean going all in to create a 360° moment with significant, multi-channel support. The idea is to choose **when and what will drive a more engaging consumer experience.** Want to know more about our partnerships and how we create earned media moments? Get in touch [here](https://alliedglobalmarketing.com/contact). 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