Sealing partnerships are great. Especially in a hyper-competitive market, isn’t it? What do you do when you know what marketing assets you can exchange, but do not have centralization of them?
We are here today to help you with digital marketing asset management. You will then know what marketing assets you have to offer to potential partners and will create a correct workflow and succeed in achieving the goals you pursue through marketing partnerships.
As a brand owner, you might be working with multiple partner brands across multiple marketing assets, which needs to be organized effectively through thorough marketing asset management. There are several options to organize your assets. Firstly, you can simply take your Asset Audit and expand it to include dates for each one of the marketing assets.
The Asset Calendar
Another great way of implementing marketing assets management is by creating an asset calendar. A calendar will make sure you have all the dates listed and which brand partners are allocated to which marketing positions.
Through this kind of digital marketing asset management, you can include a column for the exchange of exposure you might get in return and the forecast of the campaign. This also gives you the option to have the Asset Calendar as a separate working document to the Asset Audit, using it to manage your day-to-day marketing assets.
The Asset Portfolio
A more creative way of managing your marketing assets is by creating an asset portfolio. The whole idea of an asset portfolio is to create a graphic representation of your marketing assets on offer.
By itself is also a useful document through which you can illustrate to a brand partner what marketing assets you can offer. The display in which it can come is one of your choices:
- PowerPoint Presentation – the most common way to display a portfolio, using one slide per asset
- Manual – describes all available marketing assets, often made using Microsoft Word, more text-heavy than a PowerPoint
- One Pager – one-pager that bullet points the available marketing assets
- Infographic – illustrated one-pager
Organizing your marketing assets into a portfolio helps you sell your brand
The whole purpose of this type of digital marketing asset management is to sell your brand to prospecting brand partners and highlight the advantages of each marketing asset you own. So, make sure you highlight each important aspect of it: conversion rates, prices, and sizes.
Let’s see how it should look and feel like an Asset Portfolio
Start your marketing asset portfolio with an initial slide describing your brand, your customer base, and types of segments. This type of detailing gives off partners a useful understanding of who you are and what you have to offer.
Then start by detailing all the marketing assets you own. For instance, when describing the newsletter asset, you must list all its benefits. It should have effective imagery alongside information on recipient volumes and banner sizes.
In terms of marketing assets to put all the focus on, one of the most valuable marketing assets is your brand’s website homepage. Providing your brand partner’s exposure on a page that commonly receives the highest monthly views is extremely sought after. And you should enhance the benefits of this asset by highlighting the key advertising spots available, also making it clear what materials are required.
For a final touch-up, make sure the asset portfolio is outlined in the light of your brand image. Do not deviate visually from the way your brand communicates. Even the choice of font is important. You need to gain the trust of your partners through this material and show them why a collaboration with you is a beneficial one for both parties.
Stick out to our partnership marketing platform’s blog and we’ll keep you posted with every bit of information you might need in the world of partnership marketing. Till then, make sure you are already signed up on our platform and ready to be matched with a potential partner!