Ron Kunitzky’s Blog - Geyser Marketing

MasterCard can now partner with Banks in Canada

2008-11-19T11:26:00.002-05:00

The Federal Competition Bureau in Canada recently said that it will no longer enforce a provision in the Competition Act that prevented banks from dealing with multiple credit card companies.

Look for MasterCard to develop Marketing Partnerships with many banks beyond their relationship with BMO. Companies like Visa have held a nice market position in Canada for quite some time now - will be interesting to see how this all plays out. I'm certainly for more competition and choice.

For more, visit: Banks free to carry rival plastic

Partnering in a down economy

2008-11-14T17:07:00.004-05:00

Nortel, Circuit City, DHL, GM, Ford, etc..., are experiencing serious financial troubles to name a few. That being said, when considering who to partner with in these poor economic times, it's important to consider who they are, what their businesses are looking like and what trends are occurring in their industry or category. The last thing you want to do is affiliate to another brand that may be on a serious decline and ready to take you, your business and your customers with them in the wrong direction. It's more important than ever to not have all your eggs in one basket and select partners that will survive the uncertainty that will likely carry over through to 2010.

Some Tips....

Avoid longer term partnership agreements
Audit the prospective partners business and their industry (competitors)
Scrutinize their marketing channels, communications vehicles and plans for 2009
Ensure that their 'revised plans' can support and supplement your brand
Re-examine where the true opportunities for partnership exist

Partner with Notebooks, not just Desktops

2008-10-31T02:02:00.002-04:00

If you are going to partner with a computer OEM like HP, Dell, Sony, Apple or IBM (to name a few), be sure that you work it out so that your product is featured on their line of notebooks and not just their desktop. According to IDC, notebooks outsold desktops in the third quarter of this year and it looks like that will be the trend for a while...

You can read more here:

IDC: Notebooks Finally Outsell Desktops in U.S.

As a result, if you are looking to partner with an OEM and say bundle your software on their machines or provide an offer in their loyalty programs or create any kind of affiliation to the machines themselves, be sure to get on those notebooks!!!!

Amazon to be default shopping engine on new T-Mobile Phone

2008-09-24T09:58:00.002-04:00

Why is Amazon the number one shopping site in the world? Is it the vast number of products that they offer from a multitude of categories? Is it their procurement systems and customer service? Is it their brand that got them there? What is it? Likely, all those things, but what is most impressive about online brands like Amazon and Google and EBay and others who lead their category are that they make themselves available everywhere. They truly 'get' the fact that you need to be where your members or customers will want to use you. They get that they need to partner with mobile providers, handset manufacturers, computer manufacturers, other online properties and great suppliers of goods and services to be number one and stay number one. As the net goes more and more mobile, here is just another move on their part to own a channel and block competitors from entering...Read more here:

T-Mobile launches Google-based mobile phone with Amazon shopping built in

Google to provide Verizon with Mobile Search

2008-08-22T13:48:00.002-04:00

It was once the partnership strategy to get on to the homepage or the desktop and now, it's about getting on to the mobile devices. As Google looks to continue their premier position as a leader in providing search services, they are nearing a deal with Verizon that will feature Google as the default search engine on their mobile devices. You can read more here:

Verizon-Google Mobile Search Deal Nearly Done

Starbucks, Pepsi and Unilever Partner to Grow the Tazo Tea Ready-to-Drink Business

2008-08-21T07:32:00.003-04:00

Get you favorite 'Super Premium' Starbucks Tazo Tea at your local grocery store....Starbucks recently announced the closure of over 700 stores...Interesting move to generate revenue via other streams in a downward economy. Customers might still want their 'Tazo Tea', yet perhaps will prefer drinking it at home and spending less on it, as a result. Read more here:

Starbucks, Pepsi and Unilever Partner to Grow the Tazo Tea Ready-to-Drink Business

Manchester United Partners with Saudi Telecom

2008-08-21T07:29:00.001-04:00

Only Manchester United or the New York Yankees could pull this one off...

Manchester United could earn as much as £10m from a marketing partnership with Saudi Telecom. Read more here....

Manchester United signs up Saudi Telecom as sponsor

HMV Partners with Bell Mobility in Canada

2008-08-21T07:26:00.002-04:00

With in-store music purchases shrinking, HMV certainly needs something to fill that empty retail space...Interesting 'test pilot' in Canada's largest market, yet I'm wondering why they gave Bell Exclusivity?....You can read more here:

HMV Canada and Bell launch exclusive retail partnership

HP Partners with Style.com

2008-08-14T07:09:00.002-04:00

I picked this one up earlier today.....Interesting story on how HP has partnered to create a microsite that features content from Style.com to affiliate their brand to the fashion category. To some, this could appear like quite a stretch in terms of partnering, yet with Apple (one of their competitors) successfully associating their brand to fashion, perhaps it's not such a stretch afterward.

You can read more here:

How Media Partnerships Can Rock Your Brand

NFL partners with NBC to stream games online

2008-07-29T15:32:00.002-04:00

The NFL has announced that it will partner with NBC to stream games online during the upcoming season: NFL, NBC to Stream Complete Games Online

This is a first for the NFL starting with all Sunday and Thursday night NBC broadcasts. The segment is going to be called "Sunday Night Football Extra" and will feature additional camera angles of live game shots and multiple video streams as well. It's a good move and there is likely more to come of this with other networks that carry the traditional 'Sunday Lineup' of games. Question remains - who will host the stream? Should it be featured on the NFL website or NBC's website or both? It depends on how the partnership is cut out, yet one thing that I always like to point out in these types of situations is that when you engage in activities with another brand, it's important to be clear about 'which party will be responsible for what' and always take in to consideration how it affects other channel partner activities that you are currently running or plan on running in the future. You may be setting a precedence that doesn't bode well for your brand down the line.

Does the NFL want to run the stream from their website and do so in all cases or will the carriers be permitted to do so from their websites? Either way, it means that if only one route is available, that the owner of the channel controls the traffic or the 'viewer' in this case and as a result, many strategic and commercial advantages remain to be gained from being in that position - Be careful NFL...This is new territory.

Microsoft Live Search Partners with Facebook

2008-07-28T14:20:00.002-04:00

I've said this before and I will say it again...without Distribution Partnerships like the one that Microsoft Live Search has recently agreed to with Facebook, Microsoft will not increase their market share within the 'search category' all that significantly. Looks like they are starting to focus on their Partner strategy, which is good news for them. It's hard to say if Facebook members will use MSN Live Search or not, but it's a solid strategy on the part of Microsoft and I credit them for getting in with Facebook ahead of Google.

You can read more about this Partnership here:

Microsoft adds Windows Live Search to Facebook

The Basics of a Marketing Partnership

2008-07-17T10:12:00.001-04:00

Came across this article yesterday...Like what Kaye Z. Marks has to say about developing Marketing Partnerships....

The Basics of a Marketing Partnership

Toronto Maple Leafs Partner with Coca Cola to give away free tickets

2008-07-16T14:24:00.001-04:00

The Toronto Maple Leafs have added an extra game to their 2008 preseason schedule, and they're opening the doors free to all fans with a unique ticket giveaway opportunity in partnership with Coca-Cola Canada.....Read more here:

Leafs partner with Coca Cola

Bank of America, MLB & Bon Jovi Partner....

2008-07-06T16:24:00.002-04:00

Bank of America, MLB & Bon Jovi Partner....

With the 79th Major League Baseball All-Star Game fast approaching at Yankee Stadium, Bank of America is hoping its promotional activities leading up to the game will keep its brand top-of-mind among New York consumers.Among several initiatives, Bank of America will present a free MLB All-Star concert on the Great Lawn in Central Park. Local Jersey boy Jon Bon Jovi, whose current "Lost Highway World Tour" is the top-selling tour in the world, will be the one to perform at the concert on July 12.

Social Networking Sites don't target Boomers

2008-06-11T10:42:00.004-04:00

Came across this yesterday....According to e-marketer.com, only 22% of 'Boomers' (aged 40 and over) use Social Networking sites....

http://www.emarketer.com/Article.aspx?id=1006359&src=article1_newsltr

Marketers are using Social Networking sites more and more, likely because it's inexpensive, yet what needs to be considered here is who your are targeting and the time spent on developing such campaigns. If you are targeting the 'Boomer' demographic....you are likely better off partnering with a brand that is relevant to your proposition and will get you in front of your target audience, even if it does cost a more to do so. It's not about cost, it's about meeting your marketing objectives.

Microsoft Partners with Online Retailers to offer 'Cash Back'

2008-05-23T11:09:00.002-04:00

If you are looking for a new 'cost effective' online partnership to promote your online store....this may be the one. Microsoft Live Search 'Cash Back' now has online retailers listing products in their 'Live Search' at a fixed CPA and paying only for Sales Generated. Interesting program.....

You can read more about it here: http://search.live.com/cashback/cashBackForAdvertisers

Microsoft and Yahoo look to Partner to take on Google

2008-05-19T19:26:00.002-04:00

After several recent takeover attempts, Microsoft is now exploring a partnership with Yahoo which will result in having a true 'number 2' to Google in the search engine space. Buy taking a minority stake in the company and buying Yahoo's search business unit, Microsoft would find itself in a better position to compete with the aforementioned search giant. It's all well and nice to think that Microsoft can buy Yahoo's search business and then steal additional share from Google on top of it - yet, I think it's easier said that done. Google is, without question, the search 'destination brand' and through a series of desktop applications, their online partner network and reach through various channels and applications (including wireless), Google will not be easily outdone, even by a giant like Microsoft. I think that what Microsoft would have to gain the most from by any type of partnership with Yahoo, would be the opportunity to benefit from wider reach and access to larger online audiences to promote their software products to. They can try all they want with regard to search, but they will only move the needle a tiny a bit in their direction.

MySpace hooks up with NBC to show off talent

2008-04-29T08:06:00.002-04:00

This just in...You no longer need to head to one of the 'audition cities' in the US to get on to NBC's newest season of America's Got Talent. In a partnership with NBC, MySpace will accept video submissions from MySpace users and create a "virtual audition city".

Online Auditions....why not? Tap in to a wider pool of talent...Makes sense.

You can read more about it here....MySpace Will Hold Talent Show Auditions

Office Depot, Carl Edwards Team For NASCAR Small Business Contest

2008-04-28T09:27:00.002-04:00

Office Depot and NASCAR driver Carl Edwards yesterday began a contest to select the "Official Small Business of NASCAR." The promotion includes a Web site called "Connect with Carl." The

winning business' company name and logo will appear on Carl Edwards' Sprint Cup No. 99 Office Depot Ford race car during the Kansas 400 at Kansas Speedway on September 28. Small Businesses can enter the contest at www.officedepotracing.com through June 22.

Love how Office Depot is looking to further help their Small Business customers.

McCain teams up with Blockbuster

2008-04-20T13:44:00.002-04:00

Now, inside specialty marked packages of McCain Frozen Pizzas, you can receive a PIN which can be used to obtain a coupon for a free Blockbuster Movie Rental once you enter the PIN at the following website:

http://www.mccainpromotions.ca/

With so many Canadians watching the NHL Playoffs, I suppose this is a move by Blockbuster to get customers in to their stores. Seems like a decent promotional partnership, except for those who don't have access to a Blockbuster store....

CIBC Mortgages hooks up with Sears

2008-04-01T08:19:00.003-04:00

With the heavy 'moving season' around the corner, CIBC Mortgages has teamed up with Sears in Canada to offer customers who get a new Mortgage a free new home appliance. I like the timeliness of this marketing partnership and how it's bundled. Moving is definitely a life stage or behaviour that triggers the purchasing new appliances...

You can read more about it here:

http://www.cibc.com/ca/focus/spring-lending-2008/index.html

Amazon Launches New Applications on Facebook

2008-03-13T17:35:00.002-04:00

Interesting Partnership.....''Amazon Giver'' and ''Amazon Grapevine'' Let Facebook Users Share and Buy Products Their Friends Want from Amazon.com...Read more here: Amazon Launches New Applications on Facebook

Qwest works on new wireless partnership

2008-02-26T08:45:00.002-05:00

If you plan on being in the 'Access' business in the coming years, you better be sure to have a strong 'Wireless' play. Marketing Partnerships can be powerful, but if you are with the wrong partner or have structured the wrong deal, they can tank your business altogether. With landline subscriptions disappearing, companies like Qwest Communications need to revisit their customer value proposition and their current partnership with Sprint...You can read more about Qwest and their quest for a better 'Wireless' partnership, here:

Qwest works on new wireless partnership

How's your ECP?

2008-01-31T08:37:00.000-05:00

I'm often asked about Marketing Partnerships and how to optimize them. Obviously, every case is different, but there is something that is typically at the core of every great Marketing Partnership and those that have it are being rewarded accordingly. It's what I call 'ECP' and if you don't have 'ECP', then your Partneship is destined to fail. A personal relationship is often defined as an Emotional Connection to another Person. The foundation of a Marketing Partnership is the Economic Connection to your Partner. Like in our personal lives, we define our relationships by the level of connectivity to the other person. When speaking of Marketing Partneships, if we don't have a strong connection to our Partner, then our relationship is likely to fail. Both your organization and your Partners' business must have a strong economic connection to make the partnership work. Without it, the value will not been demonstrated and if you are not making money together, then it will be neglected and eventually become non-existant...........How's your ECP? Are you seeing the value?

CMA's First Ever Partnership Marketing Seminar

2008-01-14T07:34:00.000-05:00

I'm happy to advise that I will be giving the first ever Partnership Marketing Seminar for the CMA (Canadian Marketing Association) tomorrow at the Holiday Inn on King in Toronto. There is still some room, if you would like to join us for the day...Check out the details here:

Partnership Marketing Seminar - CMA