BizSugar.com › Marketing › Building More Profitable Marketing Partnerships

A key to marketing success is to have strong online and offline advertising campaigns. But there is another powerful form of marketing that is under-utilized by enterprises: Partnership Marketing (also known as Affinity Marketing). For example, when someone calls an airline to book a flight, at the end of the reservation, the agent might offer that customer a car rental at the destination. This complementary service allows the airline to enhance the customer experience by emulating a full service travel agency or “concierge” for their callers, while generating additional revenue for the customer referral. The car rental agency is being handed well-qualified leads that are ready to buy their product. That is partnership marketing at its finest—companies in the travel industry often share customers and leads for their mutual benefit, which is in turn also to the customer’s advantage!