Only if you ... or your product line, have reached a certain level of celebrity, or you have already established a rapport with every single partner ... does it not benefit you to get in touch with each partner.
Do I mean every communication throughout the entire campaign?
... of course not.
But you really should contact each individual partner at least once ... to qualify them, in general, and to make the connection ... and perhaps again to 'nudge' when you notice that they haven't been active at all. Otherwise you might as well just call them affiliates and hope for the best. These are JV partners, after all ... we're supposed to be building relationships for the long haul ... not just one campaign.
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