Connect originally emerged in travel distribution, but the underlying mechanism isn't limited to the travel industry. The model can generally be used anywhere a brand distributes its products or services through independent partners. In travel distribution, for example, tour operators or cruise lines can create content centrally and make it available to affiliated travel agencies for publication. In the field of brands and specialist retail, a consumer goods brand can supply its local specialist retailers with suitable social media content. Connect is equally well suited to collaboration between manufacturers and distribution partners, for instance when industrial companies support their system partners or sales representatives with content. Associations and cooperatives, too, can create content centrally and make it available to their member businesses for their own social media channels.
The basic requirement is always the same: the partner has their own social media presence but little time or no dedicated marketing department to keep it consistently stocked with professional content. The brand, in turn, has the right content and the necessary marketing resources, but no direct access to the social media channels of its independent partners. Connect closes exactly that gap.
