In episode 21 of Micro Entrepreneur: the magic of thinking small, I had a great time talking with Susie Burdekin from The Drill Company.  Drill is a fantastic business which works with both individuals and companies, and provides a combination of consulting and business coaching for the various stages of running a business; from foundations for start-ups to building teams, planning change and developing growth strategies and plans.

Susie and I talked about how using brand partnerships as a creative marketing device, can help small businesses and micro-entrepreneurs leverage and grow their business.

This week’s guest

Over the past 14 years Susie has worked within marketing and digital agencies helping global and niche brands such as Audi, BBC, Canon, Visa and Royal Albert Hall develop and implement ideas and strategies. Most recently she has been the joint Director of brand partnership agency, Cherry London, and helped take the business from start-up to a 30 strong, profitable, award-winning agency in under 4 years. Cherry is the fastest growing partnership marketing agency in the UK and currently Chartered Institute of Marketing (CIM) ‘Agency of the Year’.

She is also the Co-Founder for Commercial Break; a charity set up to help under-privileged young people get into the creative and communications industry. Also  a business mentor for the Prince’s Trust and Institute of Enterprise and Entrepreneurs IoEE.

As a qualified executive and business coach, she now specialises in helping people and small businesses get to the next level; whether that be to change direction, grow a team, increase profits and or work out where best to focus their time and energy to move the business forward. She also drinks a lot of tea and dreams of living by the sea.

What we covered in the show:

  • Why brand partnership still isn’t ‘well understood’
  • What it is and why you would enter into one (more bang for buck)
  • What it delivers and how two can achieve more than ‘one’
  • Examples of campaigns
  • How it works for small business
  • What happens when partners have different reach – what is the value exchange?
  • What ‘You give – we give’ means
  • The trust issue in brand partnerships
  • The spirit of partnership – can we work together?
  • Why it’s important to manage the expectations and rules of engagement – get agreement in a simple contract
  • What to look for in a partner?
  • What some of the biggest mistakes are that people make when entering into a brand partnership
  • How to track your results

You can find out more about Susie here

About the Podcast

The Micro Entrepreneur Podcast is your place to come and hear me talk about all things business for the micro business owner.  I speak with experts, authors and other micro business owners and what they are doing to build and grow a successful micro business.

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