🍱 Welcome to the partnership economy; Shark Tank, minus the drama; The origin story of everyday molecules
Creative marketing is not about creatives or marketing, it's about impact
Hello and welcome back to The Marketing Kable, where we're inspiring you with ideas, voices and campaigns we've curated just for you.
something to read
by hook or by book. A few days ago, during a chat with Karina about another project we're working on, she mentioned the partnership economy. Intrigued, I wanted to know more. The partnership economy is companies working together to create value for their employees, customers and society rather than simply focusing on their growth and profits.
The one thing she said that stuck with me is that the problems of our world, whether social or economic, can only be solved with a conscious shift from a traditional competition model to one of collaboration and partnerships.
This can take many forms, such as companies forming strategic partnerships with other businesses to share resources and expertise or creating joint ventures to develop new products or services.
Companies focussing on partnerships to achieve their goals, such as leveraging the network effects of technology to multiply their impact or working with other businesses to enhance their ability to innovate.
Companies may partner with non-profit organisations, governments, or other entities to address social or environmental issues.
Looking for how this would work in marketing, I came across David Yovanno's article from 2019and his book The Partnership Economy: How Modern Businesses Find New Customers, Grow Revenue and Deliver Exceptional Experiences.
Yovanno demonstrates the immense opportunities for expansion when partnership agreements work together across all partnership types, such as influencers, commerce content publishers, B2B integrations, and affiliate rewards. He also shows how partnerships build brand awareness, customer loyalty, and competitive advantage.
While the book is heavy on self-promotion, Yovanno does an excellent job of piquing my interest in the subject and offering a solid starting point for exploring the concept of performance partnerships.
And as always, you can count on us to point you to a trend you should look out for.
something to watch
tell it like it is. You know how a lot of kids these days believe vegetables come from the supermarket? To an adult, this may seem hilarious, but when you think of it - are we adults any better? Sure, we might know where our carrots and lentils come from, but do we know about the origins of our toothpaste? Our shampoo? Our lip balm? Our medicines?
AbbVie, an American pharma company, created a video series in July 2022 featuring the experts who develop the life-saving medications we so often take for granted.
The Discovery Files, are a master class in presenting facts without resorting to fluff or flimsiness. Take a thrilling journey through time and science as these documentary-style videos transport you to the origin of a molecule and its evolution into medicine.
something to listen to
from rags to riches. Have you been watching Shark Tank? I'm assuming yes. The whole country seems to be glued to their screens, waiting with bated breath to see which entrepreneurs can win over the sharks and have them invest in their business.
If like me, you're increasingly annoyed by the (melo)drama, I've got just the thing for you: Entrepreneur Elevator Pitch by Entrepreneur Media.
Each episode challenges entrepreneurs to walk into a literal elevator and pitch their idea to a board of investors on video. In a minute or less.
If the investors' interest is piqued, the elevator doors open to reveal the boardroom and waiting investors. Candidates can walk away with life-changing cash, expert mentoring, and a public moment that might define their brand.
something to inspire
coping with copy blues. Here's a hot tip for when you're feeling low and those Friends clips aren't really making you laugh anymore. Google "Worst ads of all time".
You won't regret it, I promise. My top pick: A data security company that put its CEO's social security number on public billboards claiming their product was so good his personal data would still be safe. We can all guess what happened next.
As much as we like to laugh at others' misery, we don't want to end up alongside them.
Writing good copy is Hard with a capital H. We need all the help we can get. The Creative Marketer is an array of helpful prompts, references and ideas. There is lots to help you tickle those creative juices when you're staring at a white page but all you can see is 💩.
Go on, browse and thank me later.
something to learn
get your hands on this. Harsha, our resident SEO maven recommends CXL, a learning platform that offers 90+ data-driven marketing training programs taught by the top 1% of marketers. Their mission is to "democratise elite know-how" (now, that's some excellent copy!). And if our Harsha vouches for it, you know the content is good.
It's a paid platform, but you can access a one-week trial for a dollar before you commit to learning from people who are masters of their craft. Courses that got my attention include 'Applied Neuromarketing', 'Content Recycling', and 'Messaging'.
I've already started my free trial. Let's be classmates?
That's it for this edition of The Marketing Kable. If you received this newsletter as a forward, do consider signing up. It's forever free and just for you.
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