(Past illustrations) Creating win-win marketing materials for a company and its strategic supplier

(This past illustration describes something that I performed in my career, either for a Bredemarket client, for an employer, or as a volunteer. The entity for which I performed the work, or proposed to perform the work, is not listed for confidentiality reasons.)

PROBLEM

A modern automobile assembly line. By User: Anonyme – Own work, CC BY 2.5, https://commons.wikimedia.org/w/index.php?curid=1987247

A company shifted from one supplier to a new strategic supplier.

It was in the interest of the strategic supplier to promote its viability in certain use cases, including the use case for which the company employed the product.

At the same time, it was in the interest of the company to promote its association with the strategic supplier, both to showcase its commitment to technical innovation and to expose its offering to new customers.

SOLUTION

As an employee of the company that had partnered with the strategic supplier, I participated in several joint marketing projects. These included creating and reviewing written marketing materials, participating in interviews with third-party publications, and appearing in videos directed by the strategic supplier.

For many of my efforts, I was assisted by a company colleague who had received technical certifications from the strategic supplier. Therefore, many of my efforts not only promoted my company and its strategic supplier, but also this colleague, since promotion of this person also furthered the promotion of the two firms.

RESULTS

Both companies (and the colleague) received prominent coverage that achieved everyone’s objectives. The company was recognized as a technical innovator compared to its competitors, the strategic partner was recognized for its ability to handle the company’s specific data needs, and the colleague received additional certifications that reflected well on both firms.

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