Cross Promotion #1:
Co-produce special promotions you could not afford by
yourself. Hire local community college
broadcasting / cable-tv students to produce a "how to use"
video and/or audio tape that involves products and services
from you and your partner. Show the video on an eye-level tv
monitor in your outlets where people have to wait or in the
window for 24-hour viewing. Or play the audio tape portion
as background.
Example: An enterprising advertising agency, local
quick copy printer, and video production house get priceless
visibility for cross-promoting with others to co-produce an
educational audio/video/book package that prominently
displays their company names: "Thirty Ways Smart People Make
Their Homes More Safe." The package is widely displayed and
distributed to their partners' customers: a hardware store,
home security company, police department, real estate firm,
home contractor, electrician, and school district.
Cross Promotion #2:
Display combined usage of partners' products in your outlet
and ask your partners to do the same.
Example: A "Valentine Love Food" display appears in
all partners' outlets a month before Valentine's Day.
Partners -- a cooking school, kitchenware shop, florist,
card shop, restaurant, and supermarket -- all display the
makings for a romantic dinner menu that is served on
Valentine's Day at the partner restaurant.
The partners' displays are created by a local theater set
designer who designed the current play for which the
customers of the partner's outlets can receive a reduced
price ticket when they buy the restaurant meal or displayed
products from the participating partners.
At the restaurant on Valentine's Day, a local newlywed
couple (winners of the partners' "Valentine Love Food"
drawing) and the local couple who proved they've been
married the longest joined the local newspaper's food critic
at the center table for the featured meal, free to them.
Cross Promotion #3:
Have a contest, with the prizes contributed by your
partners. For the next contest, roles change, and you
contribute your product or service as a prize for a
partner's contest.
Example: For two weeks a dry cleaner places tags on
all their customers' hangers that have fashion tips and are
numbered tickets for a contest to win gifts from the
partners' clothing stores. When the dry cleaners' customers
make any purchase from the stores, they show their hanger
card to see if it matches a number on the "winning numbers"
card created by all the partners at the beginning of the
contest. Vary this cross-promotion by asking partners to
have a card of winning numbers for the customers of the
other partners to match for prizes.
Cross Promotion #4:
Give customers a free product or service from a
participating partner when they buy something that month
from all of the partners listed in an ad or on a promotional
postcard.
Example: Participating pediatrician practices, child
care centers, and children's clothing and toy stores all
display a "Love Means Being Prepared" child-designed poster
describing the recommended contents for a home medicine
cabinet for families with young children.
Cross Promotion #5:
Cross-promote by literally getting closer, sharing
space.
Examples: A store or franchise leases space within
another establishment, agrees on side-by-side sites, or
actually sells both kinds of products on site (Noah's Bagels
sells Starbucks Coffee). A restaurant or fast food operation
leases space within a hospital or motel (Pizza Hut in Days
Inn). Kinko's leases space in certain hotels. Popeye's
Chicken & Biscuits in a Kroger supermarket increases
traffic for both the guest and host company. A post office
leases space within a supermarket.
An accessories store leases space within or next to a
clothing store, and they are joined by internal doors. A
stadium leases space to a concession operator. The less
traditional cross-promotions are just starting.
A campus leases space to a travel agency. Some franchises
are co-branding with complementary services such as Copy,
Pack & Ship.
An enterprising advertising agency, local quick-copy
printer, and video production house get priceless visibility
for cross-promoting with others to co-produce an educational
audio/video/book package that will prominently display their
company names: "Thirty Ways Smart People Make Their Home
More Safe." The package is widely displayed and distributed
to their partners' customers: a hardware store, home
security company, police department, real estate firm, home
contractor, electrician, and school district.
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