Businesses across the United Kingdom will be looking for ways to enhance and maximise their marketing spend in exchange for better reach, engagement and coverage, with the membership sector as no exception. This means taking time to investigate contra deal opportunities within your sector that will both save resources from your marketing budget, but also create long standing relationships with other organisations that may be of benefit to your members, and that may have an audience of benefit to your membership organisation.
What is a contra deal?
A marketing contra deal is an opportunity to partner with another brand or organisation for mutual benefit. Contra dealing as a marketing tool can work across multiple online and offline platforms, from social media partnerships through to training opportunities and conference support and sponsorship. In fact, many contra deal negotiations will rapidly expand out during discussion to explore multiple opportunities and channels. For businesses across the country, marketing contra dealing is a valuable tool in releasing tight cash flow in exchange for free goods and services to generate coverage, sign ups, opportunities and ultimately profit.
Mutual benefits
The most successful contra deals within the membership sector create partnerships with businesses that can provide true value to your members. In exchange, your membership organisation can provide resources and opportunities. The most successful and lucrative contra deals in the membership sector will involve companies or other organisations equally passionate and invested in your sector.
Your offering
When investigating possible contra deals, it is important to have a strong understanding of your offering, and how your organisation can provide a platform, opportunity or exposure to your partner. Do you have a strong social media following? Are your website metrics indicative of a market sector they may wish to reach? Do you have an up to date and accurate mailing list? Once you can align and order these opportunities, the negotiation process will be smoother and more successful.
In exchange
Once you are ready to pitch your offering, your members’ needs and your membership value should be at the core of your contra deal activity. How can your contra deal partner provide true value to your members? If your contra deal is to gain exposure to recruit new members, your content and exposure should consider the needs and wishes of your current members to ensure your package caters for your existing and therefore your potential new recruits.
Securing your contra deal
To ensure both parties understand exactly what they will be getting, and what they are required to provide in exchange, your marketing contra deal should be fully recorded.
This information and any discussion need to be drawn up in a ‘contract’ to cite and record the exchange of services.
Business name: Association of Livestock Farming and Agriculture
Contact details: Unit 7, Hounslow Business Park, Hounslow TW16 4LQ
Deal summary: The Association of Livestock Farming and Agriculture will be supplied with weekly slots on the Farming Life magazine’s social media channels. These include LinkedIn, Twitter, Instagram and Facebook. The magazine will also supply a half page advertisement in each issue. In exchange the Association will supply 20 membership packs including training resources and 12 months’ membership to be used as a prize at the magazine upcoming expo.
Deal Length: This arrangement will continue as long as both parties are content, and can be ended by either party with 14 days’ notice.
It is important to be as specific as possible when discussing and securing your deal, paying particular attention to who is responsible for asset generation, communications and monitoring. These assets could include:
Photo/image generation
- Video content
- Copywriting
- Reporting
- Feedback
Your brand identity and consistency are incredibly important, so if it is agreed that assets will be generated on your behalf, it is crucial to have guidelines, colour schemes and fonts ready to supply to ensure consistency and recognition.
Get negotiating
Contra deals are a great way to gain mutual exposure with another company or organisation within your sector. Furthermore, branching out to different audiences whilst considering how your own offering can be of true value to that audience is a strong exercise in assessing your offering and your current target market. Contra deals, when correctly negotiated can unlock a wealth of long term partnership possibilities that can not only free up vital marketing budget, but also expose new audiences and new avenues of expansion that benefit both your membership organisation and your member proposition.
CJ Association Management is an established, specialist association management company providing support services tailored for the membership sector.
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