How to Use Local Partnership Marketing to Grow Your Handmade Business

In today’s competitive business world, small handmade businesses often face the challenge of standing out and reaching their target audience. One effective strategy to overcome this hurdle is local partnership marketing.

By collaborating with other local businesses, artisans, and community organizations, you can tap into new customer bases, build brand recognition, and create a strong local presence for your handmade business. In this blog post, we will explore the benefits of local partnership marketing and provide you with practical tips on how to leverage it to grow your handmade business.

10 Ways to Use Local Partnership Marketing to Grow Your Handmade Business

Example of Local Partnership Marketing in Action: Cork & Candles

Local partnerships have played a huge part in the success of Cork & Candles.

With any small business, word of mouth is key to getting people in the door. This is true whether it’s the doors of a physical brick and mortar store, or the “doors” of an online store. Partnerships are one way to increase word of mouth referrals. Partnerships also build interest within the local community in a highly authentic way.

The partnerships that Cork & Candle have focused on building have become a cornerstone of their company values. They’ve partnered with local yoga studios, local distilleries, and breweries. One way they’ve partnered with these local businesses is to co-brand and co-promote each other on social media in order to share each other’s eco-systems and audiences. It’s a way to build brand awareness for each other, build up the community, in addition to driving revenue for both businesses.

Identify Your Target Partners

The first step in utilizing local partnership marketing is to identify potential partners who share your target audience. Look for businesses and organizations in your area that complement your products or services. For example, if you create handcrafted candles, consider partnering with a local spa, boutique, or yoga studio. These businesses often have customers who appreciate handmade goods and are likely to be interested in what you offer.

Build Authentic Relationships

Building authentic relationships with potential partners is key to successful local partnership marketing. Take the time to get to know the people behind the businesses you want to collaborate with. Attend local networking events, join business associations, and engage with them on social media. Genuine connections will make it easier to initiate and sustain partnerships.

Create Win-Win Collaborations

The most effective partnerships are those where both parties benefit. Brainstorm ways in which your collaboration can be mutually advantageous. For instance, you could offer to create custom products exclusively for your partner’s customers, while they promote your handmade items in their store or on their website. Perhaps you share a space with them and in turn help drive traffic into their space, and more sales for both of you. By creating win-win collaborations, you’ll ensure long-term success and commitment from your partners.

10 Ways to Use Local Partnership Marketing to Grow Your Handmade Business

Host Joint Events

Hosting joint events is an excellent way to introduce your handmade business to a new audience while strengthening your partnership. Consider organizing workshops, pop-up markets, or art exhibitions with your partner businesses. These events can provide exposure to a broader local audience and help you establish a reputation as a community-focused artisan.

Cross-Promote Each Other

Cross-promotion is a simple yet powerful strategy in local partnership marketing. Share each other’s content on social media, feature your partner’s products in your store, or create joint marketing campaigns. By leveraging each other’s customer bases and online presence, you can significantly increase your reach and brand visibility within your local community.

Offer Exclusive Discounts and Promotions

Exclusive discounts and promotions are a great way to incentivize customers to explore your partner’s offerings while benefiting from your handmade products. Collaborate with your partners to create special offers that are only available when purchasing from both businesses. This not only encourages cross-shopping but also strengthens the bond between your businesses and customers.

10 Ways to Use Local Partnership Marketing to Grow Your Handmade Business

Participate in Community Events

Engaging with your local community is essential for building a strong presence for your handmade business. Participate in local events, fairs, and markets to showcase your products and connect with potential customers. Additionally, consider sponsoring or donating your handmade items to charity events or fundraisers in your area. These actions not only support your community but also boost your brand’s reputation.

Leverage Online Platforms for Partnership Marketing Success

While local partnership marketing primarily focuses on offline collaborations, you can also leverage online platforms to reach a wider audience. Create joint social media campaigns, share behind-the-scenes content about your collaborations, and use local hashtags to increase your online visibility within your community.

Collect and Share Customer Feedback

Feedback from customers is invaluable in improving your partnership marketing efforts. Encourage customers to leave reviews or provide feedback about their experience with your partner businesses. Sharing positive testimonials and stories of satisfied customers can further build trust and credibility within your community.

Measure and Adapt

To ensure the success of your local partnership marketing initiatives, it’s essential to measure their impact regularly. Keep track of key performance indicators such as increased foot traffic, website traffic, and sales. If a particular partnership or strategy isn’t delivering the expected results, be willing to adapt and try new approaches.


Local partnership marketing is a powerful tool that can help your handmade business thrive in your community. By identifying the right partners, building authentic relationships, and creating mutually beneficial collaborations, you can expand your reach, attract new customers, and strengthen your brand’s presence. Remember that successful partnership marketing takes time and effort, but the long-term benefits are well worth the investment. So, start exploring potential partnerships today and watch your handmade business grow in your local market.

Get Our Guide – “Crafting Success: A Maker’s Guide To Partnership Marketing”!

Crafting Success: A Maker's Guide to Partnership Marketing

Unlock the full potential of your handmade business with the ultimate guide that demystifies Partnership Marketing for artisans and makers. Whether you’re a seasoned creator or just starting your crafting journey, this comprehensive guide is your roadmap to forging powerful collaborations and propelling your handmade brand to new heights.

Inside this guide, you’ll discover:

  • Partnership Marketing Basics
  • Top Reasons to Strike Up a Partnership
  • A Partnership Marketing Strategy Tailored to Makers: Includes access to an exclusive Partnership Press Release Example to use as a template for sending out partnership press releases.
  • Collaborative Partnership Examples
  • How to Measure Partnership Success: Includes access to our Partnership Marketing Dashboard.
  • Tips for Building Lasting Relationships: Understand the importance of nurturing partnerships for long-term success and learn how to create mutually beneficial alliances that stand the test of time.

Whether you’re seeking to boost sales, increase brand visibility, or simply share your passion with a wider audience, our guide equips you with the tools and knowledge to turn your creative pursuits into a thriving handmade business through  partnership marketing. Get ready to transform your craft into a flourishing enterprise through the art of partnership marketing. Start your journey to success today!