BCI BluePrints PARTNERSHIPS 60 SECOND CHECKLIST - Blue Chip Interactive Limited

Partnerships BluePrint

Our best practice guide to delivering powerful partnerships for your brand.

60-second checklist

Sometimes what’s needed is a quick and helpful checklist.
So if you are considering a Partnership, here are some helpful tips in under 60 seconds….

ENSURE RELEVANCE TO THE SHOPPER, CATEGORY, BRAND AND PRODUCT
Customers know if it feels forced and this can weaken the partnership potential.
ENSURE THE CORE CREATIVE CONCEPT IS COMPELLING BOTH EMOTIONALLY & RATIONALLY
Poor use of a brand property can negatively impact the desire to purchase.
ENSURE A STRONG SYNERGY BETWEEN THE 2 BRAND PARTNER CHARACTERISTICS
A high dependency on characters/IP alone will compromise audience engagement.
HAVE CONTINGENCIES IN PLACE FROM THE OUTSET AND BE OPEN TO PIVOTING IF REQUIRED
Brand strategy towards partnerships can change regularly as they are impacted by macro and micro trends.
PLAN WELL AHEAD
Partner plans are often locked down 12-18 months in advance.
PUT YOURSELF IN THE SHOES OF THE OTHER PARTY
For example, seasonality can determine availability of budget/appeal of partner to invest.
HAVE REALISTIC BUDGETS
Large brand partners often require a minimum media exposure or a gate fee to enter the partnership.
CONSIDER YOUR BRAND LIFE CYCLE STATUS
Negotiated partnership value can be dependent on brand life cycle status e.g. new entrant vs maturity.