Mohammad Thoriq BahriIndonesia DelegationNational Institute for Micro, Small and Medium Enterprises, Hyderabad

Collaborative Marketing

Collaborative MarketingCollaboration

What ? What isn’t ?Why?

MarketingWhat?Why?

Collaboration

Identify the Alternative Options to Collaboration?

We’re essentially looking for collaboration’s UPS (unique selling point). So let’s look at the big 3 alternatives to collaboration:

Can you suggest some?

Collaboration

Identify the Alternative Options to Collaboration?

We’re essentially looking for collaboration’s UPS (unique selling point). So let’s look at the big 3 alternatives to collaboration:

TeamworkCooperationCrowd sourcing

TeamworkTeamwork is when a group of people work closely

together to solve a problem and achieve a single mutual pre-defined outcome.  

Teamwork only works when everyone is moving in the same direction and wants the same thing.

In a team there can be many people with many different roles, all working as a well oiled machine.

A soccer team is a great example, as each player has very specific role and purpose.

A soccer team does not collaborate towards scoring a goal, they work together as a team.

CooperationCooperation is what is done by a group of

people who share resources to each achieve a shared goal.

The key with cooperation is that all parties agree to be open and share resources, in a give-and-take relationship.

For instance a soccer team does not cooperate to win a game, as they all wanted to win in the first place.

CrowdsourcingCroudsourcing is a recently new phenomenon that

involves obtaining services, ideas, or content by soliciting contributions from a large groups of people.

Usually from an online community rather than from traditional employees or suppliers.

A soccer team only plays specific, well trained players – they don’t just let anyone have a go at playing for the team.

So now we’ve defined the alternatives we can see that collaboration is a very different beast to any of the above alternatives.

So do we get any clarity about what collaboration isn’t?

What Collaboration Isn’t ?

Collaboration isn’t when a group of specialized individuals identify a goal and each use only their specific skill in a combined effort to achieve the goal.

Collaboration isn’t when a group of people from different fields agree to share their resources, and act in a give-and-take relationship for the greater good of the unified goal.

Collaboration isn’t when a group of unrelated individuals all work separately to each come up with their own solution to the same problem

What Collaboration Isn’t ?

For collaboration to have a legitimate role in our lives it needs to have something unique to offer as a method, otherwise what would be the point?

Similarity: In teamwork, cooperation and crowdsourcing all of the participants are all working towards the same goal. This doesn’t mean they all started with the same goal, such as in the give-and-take relationship of a cooperation.

Differences: Croudsourcing does not require either teamwork or cooperation, only participation.

Anomaly: Cooperation requires teamwork, but teamwork does not always require cooperation. As I’m sure most of us have painfully experienced at some point

What is Collaboration?

Collaboration does not have one single unified goal

Collaboration does not require sacrifices by any of the participants as there are many goals to achieve, not just one

A method for creating new mutually beneficial relationships where the impact of the whole is greater than that of the individual

1+1=11

Marketing?Marketing

What?Why?

Collaborative Marketing•Collaborative MarketingWhat ?Why?

Collaborative MarketingCollaborative Marketing, in a nutshell, is

the process of sharing resources to increase leads, brand, and influence.

Not surprisingly, the Internet has made the option of collaborative marketing easier than ever.

Collaborative MarketingIt can be understood as the process of

aligning your company’s interests, resources, and marketing muscle with other like-minded companies to accomplish much more than you might be able to do on your own.

Collaborative MarketingUnder collaborative marketing practice two

companies cooperate with separate distribution channels, sometimes including profit sharing. It is frequently confused with co-promotion.

Collaborative MarketingThe concept has existed for a long time in

advertising. You can open any  airline magazine to find collective ads that promote Top Steakhouses, Top Seafood Restaurants, or even Top Plastic Surgeons.

Collaborative MarketingBasically, the concept allows complementary

and similar companies to unite their advertising budgets to cut the cost of a traditional ad by 10x or more (basically, by the number of participants).

The concept isn’t just about just saving money. It also provides collective strength to each participating company’s brand and credibility.

Collaborative MarketingPulling the top names together

dramatically increases the brand recognition, customer value, and customer retention for each.

Every time a customer flies to a location where one of the top providers operates, they have a ready-made referral to a good meal…or a good surgical experience?

Collaborative Marketing1. You and your collaborating pals do NOT

need to have the same goals – you just need to have an understanding about how sharing each others resources can mutually help each of you reach your individual goals

2. You can and SHOULD work with your competitors – working with your competitors is a scary concept for most, but what offering the olive branch to your competitors does is say that you’re dedicated to the success of your industry before any stupid turf war

Collaborative Marketing3. You SHOULD also work with people outside your

field/industry – in fact this can work in two ways. 1. Working with people who don’t know your industry is

liberating, they are not constrained by the same rules and boundaries that you are ever day and as a result they will naturally think outside the box.

2. Get a bigger bang for your buck by collaborating with other products or services that are in your customers sphere of influence. If you’re going after the same audience, but with different products/services why not pool your resources?

Collaborative Marketing4. You DO NOT need a huge budget

This is one of the most beautiful offerings of collaborative marketing, you don’t need a lot of money you just have to be willing to kick your ego to one side, be resourceful and creative, and look at things slightly differently.

When you work with others there is an endless pot of value that can be added to your campaign no matter how small or large

Collaborative Marketing5. Collaborative marketing is a kind of ANTI-

MARKETINGCollaborative marketing, when done in the form of

events or activations, is a really powerful antidote to the over-advertised world that we live in.

By collaborating with others, especially organisations whose goals are non-profit/socially/environmentally based, your collective message is lifted by their responsible bottom line.

It automatically becomes way less (if not at all) spammy and falls out of the marketing ‘I’m just trying to sell you something’ category and into the ‘we’re doing something awesome’ category

ExamplesNow you are familiar with the Collaborative

Marketing Concept

Can you come with some?

Quiz TimeCollaborative Marketing represents the

processa. Where companies do marketing with one

common goalb. Where companies has multiple goalsc. Not sured. None of the above

Quiz TimeCollaboration can be defined as

a. Team Workb. Crowdsourcingc. Cooperation d. None of the above

Quiz TimePlease select the most appropriate on

regarding the Collaborative Marketing

a) Collaborative Marketing can not be done offline

b) Collaborative Marketing has been augmented by Internet

c) Not Sured) None of these