Partnering for profit - how to achieve impressive cost-benefit results.

Today's partnerships, are smarter and more cost-effective than the traditional alternative venues such as card decks, co-ops, and ride-along programs.

"Cooperative marketing relationships enhance our marketing resources."

- Kimberly De Wolfe General Manager of Cooperative Marketing AT&T Consumer Communications Services

"We're proud of our customer-focused partnerships."

- Jill Eastman Vidal Manager of Customer File Development Newport News

"Our partnership creates a win-win-win situation."

- Michael Rosenbaum, President, Happy Kids Productions

Why are these savvy marketers excited about direct marketing partnerships? Today's direct marketing partnerships achieve impressive cost-benefit results.

* They enable marketers to address the competitive challenges of the rising cost of direct marketing essentials such as postage and paper.

* Partnerships help marketers reduce their direct mail expense because costs are shared. Today's partnerships, however, are smarter and more cost-effective than the traditional alternative venues such as card decks, co-ops, and ride-along programs.

* These contemporary partnerships are also different from the synergistic alliances of the 70s because direct marketers have more tools and media outlets at their disposal today.

Computers have transformed our industry and given birth to partnership opportunities. Today's computer-driven partnerships empower us to target qualified recipients and segment lists as never before. Many of our alternative direct marketing programs have traditionally taken a broadcast approach - reaching broadly defined segments. Now, partnerships offer qualified segmentation, targeting narrower, clearly defined lifestyle and demographic segments. Technical advances in imprinting and inserting also offer enhanced ability to customize the package and the offer.

Simply put, innovative programs enable partners to:

* acquire new customers at more manageable costs

* speak one-to-one to customers and prospects

* tailor products or services to their specific needs, and

* present personalized benefits in a compelling manner.

Where do you find your direct market partners? What should you expect from your partners? What form should your partnership take? How can you measure results? Let's explore the strategy and structure behind today's successful partnerships.