Yeah, I mean, listen, it’s not a one size fits all. When it comes to partnerships, I think it’s really important to know what your objectives are. You can use it as your marketing objective, or your goals, and look into how you can make your objectives work within a partnership. And then how can you make your partner’s objectives work as well?
One example for us is, of course, when you think of wine, it’s easily “Oh, wine and food pairings. Yeah, that makes sense as a partnership.” But if you dig a little bit deeper, we’ve been working with a brand since 2014. And they’re actually a shoe brand. So you’re thinking “Wine and shoes, how the hell does that match?” But it goes into looking at if you have the same demographics. And it performs really, really well for both of us. You start off thinking “How can wine and shoes work?” And now, years later, it’s like, “Yeah, wine and shoes, perfect collaboration, perfect partnership.”
It’s because you’re focused on your drivers, and what’s going to be successful for you, and you look for brands who are going to be willing to work with you, and willing to collaborate in the sense of, “I know, my objectives, how can you help me and then listen to them?” They know their objectives – how can you help them?
It’s based on having the same demographics and having the same values to drive that success. I think it’s a really important sort of lens to take to it, because then when you look at it that way, the potential breadth of partnerships is just huge. It just opens up this whole universe that you could work with. There’s even other brands that are doing really great things in the partnership space as well. I know that another brand, a makeup brand, linked up with a cleaning company. You know, it just works, because they looked at demographic alignment and brand values. And so I think that those are two key criterias that can help guide you when you’re first starting out with partnerships.