In Digital Deals, Don't Forget The Brand
With broadcasters creating more partnerships to help move into new turf, it’s essential to form an alliance with a company willing to share in the risk -- but make your brand your No. 1 priority at the same time, speakers at the BIA/Kelsey Digital Strategies for Broadcasting said Wednesday.
“Make sure your brand comes first,†said Dave Dague, VP of marketing of Localeze, the online business listings manager. “It’s your primary asset.â€
Nonetheless, Dague said, rather than look for a vendor of a product or capability, broadcasters need to partner with an organization willing to share some of the risk in forging new ventures.
Other keys to successful partnerships include making sure it includes training to operate products or services, an opportunity to move those products or services and flexibility -- including an “out†clause, he said.
Kerry Oslund, Schurz Communications corporate VP of digital media, agreed, saying that in creating partnerships, broadcasters “should always have an exit strategy. There are hard, hard questions when talking about a partnership,†Oslund said, adding that having money to forge one certainly doesn’t hurt.
“If you’re talking about the flow of money instead of the lack of it, then that could be a really good partnership,†he said.
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