Marketing partnerships can be an inexpensive way to promote your brand, as long as you don’t give more than you get
When The Infatuation, a restaurant review site, released its 2014 summer guide, it featured restaurant and bar ideas for New York City, as well as profiles of several weekend getaways with detailed clothing suggestions for each. The guide was created in partnership with apparel company Paige Denim, which provided the clothing that appeared in the guide and helped defray the cost of production.
The joint venture was “one of our biggest marketing drivers of the year,” says Andrew Steinthal, co-founder of the Infatuation. The site required users to submit an email address to download the guide, so the company’s email marketing list doubled. There was also a big bump in its web traffic…
