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Partnership & Alliance Development
Aligning your company with that of a major portal, or vertical website, can be a very effective way to leverage their mature brand for the growth of yours.
Match.com has been very effective in negotiating partnerships of this nature. Notice that they are the “Official Dating Site” of AOL, MSN and BET. This is a very important component of their overall marketing strategy. While branding themselves with this type of program is very valuable, the ultimate measure of value is their cost per acquisition.
Making an investment in this type of Interactive marketing strategy can be very expensive, however there are ways to negotiate the terms of these engagements to measure success on a cost-per-click or cost-per-acquisition basis.
Many major portals will allow for “make goods” for under-delivery of clicks, traffic, leads or sales. Their interest is in delivering results so that they can continue to receive the giant check from these strategic partnerships. The catch is that they get their money up front (at least a good chunk of it), while you must wait to determine the ROI later.
Zunch Communications can help you negotiate these very complex partnerships. We have experience in working on major partnerships for the biggest portals like AOL, Yahoo!, MSN and Lycos. And we will explore other avenues as well. Sometimes the best partnerships can be those that may not have the enormous reach of a Yahoo!, but are much more targeted to your industry. Contact us today for more information and pricing on search engine optimization…972.455.4800.
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