History is replete with examples of several collaborative business initiatives, some of which have been successful, while others have failed. Be it Airlines, Telecom, Media or any other sector. What is core to most successes is the value proposition/ benefits offered to end users in a seamless and unified manner, sustained over time and with a win-win for all stakeholders.
Partnership commitment and continuity are the lubricant that keep these associations going.
Some leading print players recently joined hands to form the OneIndia platform, which has excited the industry. There are several reasons why this initiative will work, some of which I am listing below:
It has already worked: The alliance has been working for over a year. There are proven success stories of several advertisers benefitting from OneIndia packages. These are also success stories across several verticals and locations that confirm the universal appeal and the wide scope/ potential. Its only after several engagements, iterations and successes that the alliance decided it was time to go public and thus, the OneIndia advertisements. The response has been overwhelming.
The Value Proposition: The offer makes good business sense. Each advertiser is provided with a comprehensive customised solution derived from a deep understanding of client needs/ behaviour. The proposals are very comprehensive, competitive and compelling that begets serious consideration by clients. The underlying confidence that OneIndia will deliver comes through.
High-powered Aligned Team: The OneIndia team addressing these clients is a high-powered trained team of media experts that has a good understanding of the alliance publications and the respective value it offers. They share knowledge and collaborate on the solutions and innovations to provide unique value to clients. Also, the team has done its homework and is ready to go.
Top Management Support: The initiative has total support of the top management of the alliance partners. There are periodic reviews and corrective actions initiated.
Collaboration: Each of the alliance partner is a market leader in their respective regions and do not compete in these markets. Each is a winner and only makes the combination stronger and more compelling. The partners are like-minded and there is a good cultural fit.
To sum it up, the initiative looks like a winner and will write a new chapter on collaborative success in the media industry in India.
The author is VP, Sales and Marketing at The Hindu.