Collaborative marketing is spreading across channels to include Royal Mail door-to-door, direct mail and inserts. It can group brands from one product sector such as insurance or can be a collection of complementary brands carefully targeted at different audiences such as the over fifties or the sub-prime segments. Formats include A5 directories, card decks, coupon booklets or brochure/mail pack combinations.
Why choose collaborative marketing?
The benefits are numerous -- low risk, low cost route to market, high response rates and being involved in a campaign that consumers genuinely find useful. Why pay £60k for your own campaign when you can reach the same audience for as little as £8k in a collaborative distribution? Sure, conversion may be lower than your own campaign but if you can generate quality leads for as low as £4 each then it's not difficult to deliver budget-beating cost per acquisition.
Add to that, collaborative campaigns are better for the environment as they cut down on the volume of print being mailed. It is hard to argue against this marketing technique and collaborative marketing techniques have grown substantially in recent years with a plethora of different opportunities across the various marketing channels from direct mail to Royal Mail doordrops and media inserts.
