Taking your partnerships and customer acquisition to the next level

In this episode, Dave engages in a conversation with Brooke Cullison, who holds the position of Senior Acquisition Manager at Liquid IV, the premier brand in the realm of electrolytes and hydration. With a span of eight years, Brooke has garnered experience across diverse sectors, ranging from digital advertising technology to well-being, and has made an impact on all facets of digital marketing strategies. Throughout the episode, Brooke elaborates on her comprehensive approach to marketing and elucidates her fervor for leveraging digital platforms and collaborations to efficiently enhance customer procurement and sustenance while keeping expenses in check. Dave and Brooke also deliberate on the potential of partnerships to expedite business expansion, along with insights into progressing the partnership initiative towards greater diversity. The episode is replete with invaluable guidance and practicable pointers, offering insights into elevating your partnership endeavors and augmenting customer acquisition strategies.

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Expanding partnership strategies: A deep dive into acquisition and retention tactics with Brooke Cullison

In a recent interview, Brooke Cullison, the Senior Acquisition Manager at Liquid IV, shared invaluable insights on how to take partnerships and customer acquisition strategies to the next level. Liquid IV is a dominant brand in the electrolyte and hydration industry with core values centered around hydration, science, and improving people’s lives through better hydration.

Quick actions to grow and retain your customer base through partnerships 

• Maintain a diverse media mix: To enhance agility and resilience, ensure your marketing strategy incorporates various channels. This approach helps you adapt to industry changes like new privacy regulations effectively.
• Implement a structured outreach strategy: Improve partnership management by providing partners with essential information. Use direct communication or easily accessible resources on your website to improve communication efficiency and foster stronger partnerships.
• Leverage micro-influencers: Focus on influencers with smaller yet highly engaged audiences. Their relevance and engagement levels often yield more impact than sheer follower counts, making them valuable assets in your marketing efforts.
• Accurately attribute performance: Incorporate tools and methodologies to correctly attribute performance to the appropriate partners. This practice enables you to gauge program effectiveness accurately and pinpoint areas for enhancement within your partnerships.
• Gather customer feedback: Conduct surveys to gain insights into your customers’ preferences, such as their preferred podcasts or influencers. Use this valuable data to refine your marketing strategies and tailor content to align with audience interests effectively.

Power of partnerships

Brooke accentuated the influence of partnerships in bolstering customer acquisition and retention. The criticality of partnerships lies not only in augmenting brand awareness, but also in escalating revenue efficiently, and tapping into new customer markets. The interview reveals how understanding data, listening to both partners and customers and conducting exit surveys can be pivotal in informing partnership strategies.

Diversifying partnership types

A crucial breakthrough from Brooke’s insights is the significance of diversifying partnership types. She leans into how integrating influencers, content publishers, and podcasters into your partnership ecosystem can lead to a more robust program. This diverse approach allows brands to reach different audiences, thereby maximizing their market penetration.

Blending influencers and affiliates

Brooke’s balanced blend of influencers and affiliates in the partnership program is a strategy worth noting. This exciting synergy brings out the best of both worlds, providing a broader reach and fostering deeper connections with potential customers.

Adapting to trends and focusing on seasonality

To stay competitive, Brooke expresses the need to closely follow industry trends, effectively engage customers, and consider seasonal patterns in marketing strategies. Understanding these aspects can assist a brand in remaining agile and responsive to changes, which is essential in today’s fast-paced advertising industry.

Learn more about how to get ahead with diverse partnerships with resources below

• Influencer partnerships: How to manage the full life cycle (Infographic)
• IG Group migrates to impact.com and grows partnerships by 158% (Case Study)
• Managing Different Types of Influencers (Ebook)
• How to set up a successful influencer program (Worksheet)
• Ultimate guide to influencer marketing (Ebook)