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A festive get-together for our Goodwill Works partners

On a Thursday in December, some of the UK’s best-loved and most innovative multi-channel retailers, including Secret Escapes, Ocado, Monsoon, Rituals, Evans, Travelopia and Anthropologie were to be found in TSW’s basement ‘grotto’ for ‘Goodwill Works’, an afternoon of collaboration, sharing and goodwill.  Here was an excellent opportunity to learn from, and network with, marketing experts from like-minded businesses (with added elves…).

Guests were welcomed with mulled wine and mince pies, to get them in festive mood, then TSW’s CEO, Jim Lewcock, opened proceedings, drawing everyone in with his enthusiasm and the story behind TSW’s partnership network, Goodwill Works, and our mission to bring brands together to create a framework of mutually-beneficial collaboration. In the constant search for an edge in business, the attractive combination of low-cost customer acquisition and a CRM benefit means that partnership marketing is growing in importance.

Next up, our Head of Partnerships Lucy Davis, revealed how brands can achieve these benefits: trading (swapping) their inventory via the TSW Goodwill Works platform – which can include inserts into parcel deliveries, statements and mailings, postal data for DM, shared reader offers, co-sponsored emails, online display and post-check-out digital display – gains businesses access to a truly scalable, low-cost, low-effort, channel-neutral platform, through which they can drive customer acquisition. 

Abi Spooner, Direct Marketing Director at Dennis Publishing’s The Week, introduced partnership opportunities with the magazine. Dennis launched The Week Society a year ago specifically to expand this opportunity. Abi invited the brands attending to have a change of mindset, from being not just brands but also considering themselves media owners: “…traditional or not”.

To wrap up the discussions, we welcomed Jim back to the podium to let our audience into a secret: ‘Powerhouse Deals’. Through Groupon-style buying opportunities for a B2B audience, TSW brings clients together. By collaborating on a variety of media pieces, from DM and inserts to email and pop2shop carriers, our clients can achieve unbelievable rates that wouldn’t be available to them as an individual business.

With plenty of food for thought, guests then convened in our ‘Boardroom Bar’ for some real food (and drink!) and were joined by our Goodwill Rocks charities and suppliers for cocktails and festive nibbles. And the goodwill, networking and laughter stretched into the evening…

(Much) later, as everyone said their goodbyes and set off on their journeys home, it was agreed, Goodwill really does work.

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