How to Execute a Partnership That's More Than Just a Giveaway: Part 1

By Averi Haugesag
Oct. 3, 2018

In this two-part blog series you’ll learn how to execute a partnership that’s more than just a giveaway. We covered 10 different types of partnership marketing in a previous blog series; in this one, we’ll provide you with a few actionable tactics so you can get started!

We’ll cover the first three ‘how-tos’ in this post, and the last four in part two.

Cross promotion

According to, cross promotion is ‘the cooperative marketing by two or more companies of one another's products.’ There are a number of ways your company and another can cross promote one another:

  1. You can mention one another on each other’s website
  2. You can promote one another via email (internally and/or externally)
  3. You can promote one another via social media
  4. You can promote one another via elevated content such as a press release, blog post, news article or an internal/ external newsletter
  5. You can co-sponsor a good cause together

Here are a few examples:

Outdoor Yoga SF includes the KIND Snacks logo on the homepage of their website!


Flywheel Sports promotes MALIN+GOETZ via social media!


TechCrunch promoted TomTom via email during Disrupt San Francisco 2018


Co-host an event

Co-hosting an event is not only fun, it’s a great way to get both company’s audiences together in one room. It’s a pathway to expose your brand to another brand’s audience and gain rapport with your existing customers.

A great example of a co-hosted event was the sweetgreen x Tartine Manufactory partnership in San Francisco in 2017. sweetgreen teamed up with Chef Elizabeth Prueitt of Tartine on a purple bowl inspired by her new cookbook, Tartine All Day.

The sweetgreen x Tartine bowl featured purple carrots, beets and goat cheese tossed with a homemade apple cider vinaigrette. To celebrate the launch of this partnership, sweetgreen and Tartine co-hosted an event at the Manufactory itself. More than 300 people attended, some sweetgreen fans, some Tartine fans, and some-- a mix of both. It was a great promotional moment for both brands.

Discounts or special offer

Who doesn’t love a discount? This is a great way to attract new and existing customers to both of your brands. You can do this in any way you’d like -- a percentage or dollar discount.

Here is a great example:

Outdoor Voices promotes Bare Bowls via social media (Instagram) -- and includes an in-store discount ($20 off -- how amazing is that?!).


Stay tuned! In our next post, we will cover four more exciting and easy ways to partner besides just doing a giveaway.