This document summarizes a marketing roundtable discussion on co-marketing and co-branding strategies. It defines various partnership models like cobranding, comarketing, cross-marketing, and coopetition. Examples are provided like Domino's Pizza and Coca-Cola collaborating on promotions or Apple partnering with Nike on iPod ads. Benefits discussed include leveraging relationships, reaching broader markets through each other's channels, reducing costs and gaining competitive advantages through collaboration between complementary businesses.

1. Moderator Sam Fine, Intermedia Panel Julie Guest Alloway, Blazing Copy Ron Hingst, PR Services Joost Allard, Allinnova MC David Bloom, Factotem SPARK Marketing Roundtable Co-Marketing and Co-Branding

2. Cobranding Comarketing Cross-marketing Collaboration Coopetition

3. Two or more businesses combine resources to attract more customers. Find larger business opportunities through partnering. Target the same customer but sell different products or services. Basics

4. Leveraging Team Relationships Cobranding—an alliance that builds on established identities Comarketing—target broader market through partner’s separate distribution channels Cross-marketing—share in partner’s marketing outlets for promotions Collaboration (and Cooperation)—working together to achieve significant goals Coopetition—share common costs and benefits while competing (e.g. GM + Toyota = GEO/Corolla)

5. Classic Examples Domino’s Pizza/Coca Cola Apple/Nike (iPod promos) Omega Watches & Aston Martin/James Bond films (product placement) Henry Ford Museum/Greenfield Village Historically Double Feature Movies A & B Side 78 & 45 RPM Records

7. Heightened visibility

8. Reduced costs

9. Faster growth

10. Broader market penetration

12. Keys to Success Identify/incorporate shared projects and objectives Frequent communications Communicate program and brand messages Treat each another as equals Share control and accountability Communicate what is and is not being accomplished The Collaboration Challenge … James E. Austin

13. Able to compete against major competitors by teaming with other small businesses. Gain strong relationships with other businesses who provide expertise in areas that complement yours. Partners find work for each other. Some Benefits It’s all about Strategic Alliances… Find a partner!

14. Wait…DON’T LEAVE! COMARKETING DOUBLE FEATURE Stay for Tonight’s Bonus Presentation The Light Industry Ann Arbor Optical Society of America National Speaker Robert Breault explores Cluster Economics, as applies to Photonics and other local industries