A recent delivery of our delicious Vitaminwater. (Can you spot me in the pic?)
Jill from Vitaminwater stopped by our office yesterday. If you’ve been to the Urbane Life office lately, you’ve probably seen that we have a pretty good-sized cooler of Vitaminwater at the ready, for ourselves and for anyone who comes to visit. And, every few weeks, Jill comes by with a few cases of Vitaminwater, Vitaminwater Zero, Fuse and Smartwater to restock. We talk about any new flavors, exchange pleasantries, and she’s on her way to the next stop.
We have a new-ish guy, a designer and illustrator, who’s been working out of the office for a few weeks, but hadn’t met Jill before. After she dropped off her cases of water, we started talking about the arrangement. “What’s in it for them?” he asked of Vitaminwater. Meaning, why do they bother to bring their product to one office in southeast Michigan?
Which brings up a better, wider question: Why do partnership marketing at all?
The thing is, Vitaminwater does have something “in it” for having product available in our office. We’re an apartment rental business, so we cater to mostly young people — the kind of people who enjoy drinks like Vitaminwater. People pop in and out of our office all the time, so even if they don’t take a bottle, they still see the cooler and have a subconscious impression of the logo and bottles in their brain. Maybe someone who has never tried it before takes a bottle. Maybe someone takes a bottle in a new flavor and finds a new favorite. You never know.
And what do we get out of it? A supply of Vitaminwater and another way to reach out to a potential audience, of course. (Especially when it’s hot outside.) And all we had to do was give up a tiny corner of the office.
We joke about having marketing partnerships with other businesses — lunch spots, coffee roasters — but I think what it really comes down to is what each party wants out of the deal. If we want coffee, what does a coffee company want? A tweet per day? Coffee available to visitors? If that’s the case, are you willing to do that for the exchange? Would it jeopardize your business ethics? If it won’t, then I’d at least investigate the possibilities.
What do you think? Does your business participate in any partnership marketing arrangements? How do they work for you?
The Urbane Way specializes in social media marketing and PR and lifestyle branding. Follow writer Kristin Lukowski on Twitter.
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