"Walk Your Talk" is when two or more groups (businesses,
government agencies, or nonprofit agencies) with shared
values and markets act together to reach their shared
markets more memorably, efficiently, frequently, and
credibly. They "walk their talk" by thinking about the
customer first, rather than the product, and looking for
other ways the customer would gain convenience, savings,
awareness, or other benefits through the joint efforts of
multiple vendors reaching out to them.
WHY
Cross-Promote? The Benefits.
- 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).
- 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).
- 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.
- 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.
- 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.
- You stand out
You gain memorability because your promotions are
more unique and eye-catching than the usual advertisement
or public relations.
- You build credibility
You gain credibility as your partner(s) tout your
services or products.
- You stabilize cash flow
You and your partner(s) can help each other through
"slow times" and leverage opportunities during "busy
times."
- You make news
You become more newsworthy when you carry out unusual
cross-promotions, especially with unlikely partners or
nonprofit and/or government partners.
- 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).
- You improve support of community causes
You are more efficient when you collaborate with the
right partners.
- 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.
HOW
to Take the Right Steps to Cross-Promoting.
- Target your specific market
Pick a niche market you want to reach better, more,
differently, memorably, or credibly (for example,
frequent business travelers, entrepreneurs, new parents,
Human Relations managers seeking gifts for promoted
employees, outdoor enthusiasts). Consider beginning with
entrepreneurs and "Walk Your Talk" to reach out to
them.
- Who's on your common ground?
Brainstorm to consider other owners / managers who also
want to reach your "mutual market."
Other than your niche market, the universally most
helpful partners -- the "Most Valuable Cross-Promotional
Players (MVPs)" -- are the three main kinds of businesses
most people visit at least once a month: banks (waiting
areas, bill stuffers, window space, and a need to
differentiate their service), supermarkets (window, check
- out counters, grocery bag space), and gas stations
(plexiglass flyer rack on gas pump).
- Start safely and successfully
Choose a "quick-start," low-risk first action to propose
to a potential cross-promotional partner.
- Jump start
Propose a "Jump Start" action from the article on "14
Low-Risk Ideas." Propose partnership to someone you know
already or who has a very strong mutual interest in the
same market. Demonstrate goodwill and commitment to
partnering by making the first cross-promotional action
even more beneficial to your partner than to you.
- One plus one plus one can equal five
When you gain agreement with your partner to carry out
your first action, ask your new partner to consider
approaching a third partner to join you. With the right
third partner, you increase the credibility, quality, and
quantity of your visibility -- and lower each partner's
costs.
- Get concrete
Be very specific with your partners about what each of
you will contribute (including time, money, products or
services, employees' participation, store space) and how
you will benefit. Then write a simple agreement for all
partners to read and approve.
- Just do it!
Carry out your first cross-promotional action with as
much forethought, care, and fun as you might any newly
valued venture or friendship -- which it might be.
- Plentiful praise
Thank your partner(s), employees, guests, vendors, and
any others who even remotely helped to make the action
happen. Also, praise them to each other.
- De-brief immediately
Immediately after the action, compare notes about the
level of success, needed improvements, and -- if
considered mutually successful -- the next
cross-promotional action on which to embark.
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