Road to Marketing

Cross promotion means the promotion of a website using traditional forms of advertising like TV, Radio, Newspapers, Billboards and Magazines etc. Cross promotion can benefit you in following ways:

1. You Stand Out

You can provide more credible, valuable, and eye-catching offers through your partner in ways and places where your competition isn’t even in sight. For example, to reach professional women, cross-promotional partners distributed “Tips – Plus – Offer” flyers from each other. The Lexus dealer put the flyers in their windows and car seats. The upscale health spa, investment advisor, and medical clinic included them in their mailings and on their counters. The dry cleaner placed them on hangers, and the cellular phone agent put them in the new phone boxes.

Their cross-promotion also stood out by matching their targeted customers’ values, lifestyles, needs, or other commonality. For example, many of these professional women respond best to signs of respect — especially where they don’t always expect to get it (car dealer), thoughtful attention (doctor’s office), and convenience (dry cleaner).

2. You reach more customers with less time and money

Partners’ cross-promotions can be tied to their market’s special need (left-handed, pregnant, promoted, or pressed for time), value (vegetarian, non-smoker or “only the best”), lifestyle (heavy traveler, gourmet cook, or avid shopper), job (night worker, doctor, or salesperson), time of day activity (morning coffee, Saturday errands, or dinner), time of year (school’s out, Thanksgiving, or biggest local festival), time of life (divorce, graduation, or birthday) or even preoccupation (dieter, article clipper, or procrastinator).

3. You Save Money

You save money by sharing expenses/resources with partner(s). Split costs of a common “offer” or promotion card, or trade free gifts of your services with products of your partners — to offer each others’ customers.

4. You Reach More People

You reach more potential guests by working with partners who are reaching the same kinds of people, but they may not be your customers yet.

5. You reach people more frequently

You reach people more often because your exposure at least doubles with just one partner — your cross-promotion appears in front of both customer bases.

6. You Stand Out

You gain memorability because your promotions are more unique and eye-catching than the usual advertisement or public relations.

7. You build credibility

You gain credibility as your partner(s) tout your services or products.

8. You stabilize cash flow

You and your partner(s) can help each other through “slow times” and leverage opportunities during “busy times.”

9. You make news

You become more newsworthy when you carry out unusual cross-promotions, especially with unlikely partners or nonprofit and/or government partners.

10. You generate more reasons to buy — and buy more

You offer your customers more reasons to buy and more reasons to visit more frequently, when you involve ideas and resources from partner(s).

11. You improve support of community causes

You are more efficient when you collaborate with the right partners.

12. You have Fun

You can have fun trying new ideas with new partners — and see the positive results as intrigued customers are attracted to your business or public agency, with more reasons to buy.

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Tags: Cross Promotion