Etymology and definition of co-marketing
Initiatives can be limited in time and in this case they can be defined as tactical actions, but they can also foresee developments over time because they have decisive effects on the partners' core business and its long-term strategy. In this case, they can be defined as strategic operations".
Some questions to asks
- Do we target the same audience or can the businesses partially improve each other's territoriality?
- Are the consumers/users/customers of the potential partner in line with those in our database and can they potentially help to increase the numbers?
- Are consumers/users/customers useful to make our service known but are they not yet part of our reachable database?
- Will the brand / service proposed, if combined with the service of the fitness centre, be consistent in perceived value or will our benefit in terms of awareness and recognised authority?
The 4 criteria for choosing a co-marketing partner
- 1. It is always necessary to remember that this is an investment by all the parties involved, which are not just two. It invests our centre (and our resources), it invests the shop with its own, it invests its reciprocal histories and territorial reputation, it invests in the relationship with the consumer, who, in any case, must always be at the centre of everything, and must enjoy concrete advantages to justify active participation;
- 2. Strategies do not always correspond to operations: it is necessary to draw up a paper of the experience to be created, of the roles of the parties and measure progress from the beginning, so as to take measures on collaboration and not to ruin it over time. Every lasting relationship is born from a test or from a first time: often things don't continue, not for the not goodness of the idea but for the lack of control of the phases of realisation;
- 4. The two parties that collaborate do not necessarily have to have the same goal: a fitness centre or a personal studio can aim to increase the number of users, moving from the test of service to the subscription with a goal of acquisition. A brand collaborating with a clothing store which does not manage a database but only wants to get visibility can decide to collaborate but measuring the return in other ways (reaction on social, positive word of mouth).
- 4. For this reason, we do not necessarily talk about collaborations on the same media / channels of communication but we can talk about co-marketing at the same level of investment perceived by the parties.
The new strategy in fitness centres
A bridging balm
Now at least 2 questions become spontaneous: how do you decline this formula in the fitness industry? Could a local reality like a fitness centre ever join nationwide large brands?
Case History: Grandi Salumifici Italiani
Wellness as a drive for experiential marketing
- GSI: organization of a nationwide campaign on a well-defined target and focused to a healthy lifestyle;
- Wellness centres: free of charge or favourable conditions for services that characterize their core business.
Unquestionable advantages for fitness centers
It goes without saying that co-marketing brings clear benefits to wellness professionals. The necessary and sufficient condition is that all the actors involved, from the agency to the company, are serious and specialized realities in their sector. Otherwise, even if only one gear did not work well and in synch with the rest of the machine, no one could speak of a successful case.
Yes to co-marketing, with selected partners.