Chris Wilson is head of Brand Partnerships at Ingenuity, a major new business consultancy founded more than 12 years ago. Acting as an outsourced facilitator, Ingenuity’s Partner Development division match makes brands, allowing them to form strategic alliances that support their overall business priorities.
Using tried and tested sales techniques, combined with an established in-house network of contacts via the Events and Content divisions, the team at Ingenuity looks beyond the obvious partnerships, focusing on finding common agendas - whether this is boosting loyalty, targeting new demographics, driving acquisition or increasing sales – and tackling marketing challenges in a collaborative way.
Relevant brand partnership can help marketers deliver successful loyalty programmes – and the strategy goes beyond offering exclusive and unexpected customer experiences. Partnerships also give brands access to a wider set of customer data that will drive loyalty by association. What’s not to like? Just make sure you get the right partnership, says Chris Wilson.