Have you heard that collaborations could be big for your business? They could, that is, they could if you pick the right person or company to collaborate with. If you pick a company that isn’t ‘right’ for you, much like a dodgy relationship, it’s not going to work out. If you’ve ever asked yourself ‘who should I collaborate with?’ – this blog is for you!

Who should I collaborate with?

There are a few things to consider when you’re working out who you should collaborate with…

• Do you have a similar customer profile? If you sell luxury country clothing, you want someone who has customers interested in this. If you sell fine wines or spirits, a company that is pro an alcohol free lifestyle is not for you. See what I mean? In order for a collaboration to work, you need to make sure that your fan base is interested in the person/company you’re collaborating with, and visa versa.
• Do they share your values? If you’ve ticked the first box, now you need to make sure the second aligns. So, if your customers are anti-fur, don’t work with someone who uses it in their products. If you promote the fact your products are high end and made in Britain, someone who sells bargain basement imported lines is not a good fit.
• Do they share your brand’s ‘feel’? By this I mean all the other stuff – the customer experience, the tone, the manner – the general vibe. If you’re a happy, friendly, personable company whose customers appreciate you going to the extra mile, a big faceless corporation might not be the best person to collaborate with.
• What do each of you bring to the arrangement? A collaboration needs to work out well for both parties. If, for example, you’re running a giveaway, you need to make sure that both parties have a useful database/following on at least one platform, in order to ensure that the offer is promoted fully. Size isn’t always important, a very engaged smaller following can have a lot more value than a HUGE following of people who don’t engage or open emails. Of course, it doesn’t stop here. If it’s a giveaway, look at the product value, who’s giving the most in terms of time, etc.
• Will your customers/fans benefit from the collaboration? This is a must. The offer you’re providing has to appeal to them – or at the very least not offend – because you don’t want a quest to increase your reach and following to alienate your loyal fans.

Here are a few pointers to help you decide who you should collaborate with – what do you think? I’d love to see your comments below.