Partner collaborations can help brands create buzz, social conversations and boost sales and loyalty.
Creating partnership collaborations allows businesses to build “hype”, wherein partnerships with brands and influencers can transform products “moments” into brand “moments”. With brand moments, marketers can entice Gen Z and millennials, as this cohort is attracted to products that are unique and scarce.
Companies must identify and understand their objectives and ensure their collaboration with other partners helps them achieve those brand goals. Collaborating with partners that have creative visions, emotional connect with their audiences and aptitude to augment reach among consumers is recommended.
Marketers must ensure their product drop events are augmented into cultural brand moments, as this lets brands deliver value to consumers and remain authentic. Avoid associating with partners with poor credibility, and ensure the partnership isn’t based on past collaborations to create more unique experiences.
[3 minute read]