As business becomes increasingly competitive and aggressive, and consumers become more sophisticated and informed, finding ways to extend your brand with unique and creative solutions becomes increasingly necessary. Partnership marketing, a valuable and often underutilized tool, offers a powerful solution, providing a means to gain significant exposure to potential new guests and new markets, as well as increase the benefit of what you provide your current guests.

What is partnership marketing? Traditionally known as "cooperative advertising," partnership marketing is a grass-roots approach to making marketing dollars last, and extending your brand to people and market segments you didn't have direct access to before. Partnership marketing is aligning yourself with other like-minded organizations and businesses to reciprocally expose your brand to one another's customers and provide added value to your own existing customers.

Who are your partners? Partners may include local civic organizations, such as your local convention and visitors bureau, the Chamber of Commerce, hotel and restaurant councils, and other key city groups you can be involved in as a supporter. Also look at industry organizations, such as Meeting Planners International (MPI), Hotels Sales & Marketing Association International (HSMAI) or American Hotel & Lodging Association (AHMA), which have similar messages and objectives. ...