By Andy Grant, Managing Director, Bowan Arrow: Marketing planning is often discussed by partners and vendors but sometimes the process is not taken that seriously or documented.
Many vendors have MDF budgets available for partners to create a credible marketing plan. Partners and vendors already have an agreed business plan with revenue targets and objectives, so why not extend that to a joint marketing strategy? Vendors usually supply a simple template.
A major element of the partnership is the marketing plan. This should concentrate on creating awareness, consideration and action for target contacts in key markets. The marketing plan should include timelines and costs for the major activities that have been discussed and need to be executed.
Partners and vendors should not try to boil the ocean. I always advise them to include no more than four joint activities for a calendar year. Both parties need to be realistic and the activities need to be achievable to create real results.
The partner should insist that the vendor makes their PR team available, and their corporate reach for the initial and ongoing communications, but the actual integrated campaigns should be led by the partner with the vendor's support.
Partners should plan integrated campaigns that have more than one element. Sending a simple direct mail letter and hoping for hundreds of responses will not create leads. If you plan an activity with a number of touchpoints you will have taken the correct steps towards channel marketing success.