Find yourself a partner in lockdown

Imagery: CTO Art

If you’re single, online dating has taken on a whole new meaning during COVID lockdown but still a great option to find a partner.  I’m talking about a partnership for your brand. 

The event space is a very different world right now thanks to social distancing, venue restrictions and a hesitance by some of the public of going out for anything except food and exercise.  Although sports teams are happy to play to empty stadiums, many venues and arts organisations have no real timeline for when their live events will return.

That doesn’t mean however, that all events are dead and your opportunity for partnership has gone to the grave with them.

It’s (stating the obvious) all about the online world.

Partnerships are still a great way to maximise your marketing budget, reach new audiences and engage with people in their own world. Their stay at home for work, study, rest and play world.   With many of us living 95% of our life online, partnering with like minded companies in the digital space is an important part of that strategy.

Here are a few areas you should consider for your partnership mix.

Online Events

When the ‘live events’ world dried up overnight many touring and production companies closed, not sure when they’d  be able to open again.  Some are still waiting for that moment.  

A few, however, were agile and able to turn their physical events into digital ones thanks to platforms like Zoom, live streaming and webinar hosting services.   These online events still carry audiences that are relevant to your brand with benefits such as association, brand alignment and marketing collateral.  You might not get signage and on site activations but they can still offer on screen logos, content, opportunities to promote your brand by the host or MC …. and free tickets.

The range of online events is broad too – everything from concerts, stage shows, live cooking classes, sporting events and TED talks.  Check out what’s happening in your area and see who fits your target audience.  

Health, Fitness & Wellbeing

If there’s one thing we all need right now, it’s to look after our physical and mental health.  Partnering with a local yoga studio or personal trainer is a great way to show your community that you care about their health and wellbeing.

You might like to give away free online PT sessions, run mindfulness workshops or sessions from physiotherapists.  Many health practitioners have moved to the digital space with complimentary classes for their clients.   By partnering with them you reach their database, but also provide benefits to your own clients.  

Online Education

With a little bit of extra time on our hands (minus banana bread and sour dough baking), many people have used their lockdown time to gain further skills and education through online learning.  Universities, further education and vocational centres have added digital classrooms to their portfolios.  Websites house hundreds of small courses in areas such as creative writing, painting, cooking, craft and learning to play a musical instrument.

A partnership with an educational organisation gets you in front of people who are looking to expand their knowledge and are open to new ideas.   It means they’ll also be open to hearing about your brand and how you can make a difference in their life. 

Once you work through your hitlist of the best organisations and online events to partner with, consider a few ways you can collaborate.  Provide products or services for a random prize draw or a gift to be sent to attendees.  Offer a discount or special package to everyone who attends.  Ask for tickets to give away to your database and run an online promotion … and of course, get them to cross promote your brand on their socials, via EDMs and on their website.  Be sure to ask for your logo on screen and in any marketing material.

The events and partnerships world is a little different right now but it’s still an effective way to engage with your current and potential clients.  They’re trying to find their way through this online world.  Be there to offer a hand through your partnership.

For further ideas on how partnerships can make a difference to you and your business, contact Tanya Simpson at tanya@collaborationplayground.com.au