PERTINENT INFORMATION LTD. A center for information to help businesses grow faster "Giving You Valued Information"   Kare Anderson : The "Say It Better Expert" in how you persuade, resolve conflict, sell and build relationships. Cross-Promotions are Springing Up in the Sky, Store Windows, and Sales Receipts ©

Managers from organizations as diverse as Wells Fargo Bank, The Leukemia Foundation, Aveda Salons, Austin Chamber of Commerce, Teleflower, and Southwest Airlines are using cross-promotions to stand out from their competition and offer more value to their customers. Those who partner with unlikely allies outside their "industry" who also serve the same base of customers are most likely to get free and frequent media coverage and develop the diverse ties that can lead to healthier communities. Where cross-promotions started The biggest wave of cross-promotions began in two industries: hospitality and food. Supermarkets have long offered co-op advertisements with makers of, say, soft drinks, hot dogs, and marshmallows advertising together in advance of the Fourth of July Weekend. The airlines expanded their immensely successful frequent flyer programs to include cross-promotions with traditional allies in the hospitality industry, such as car rental companies and hotels. Now they are moving out to form more unlikely and thus even more eye-catching cross-promotions with oil and even clothing companies. Unlikely allies are more likely to enable their partners to gain visibility -- even media attention -- when the competition is not even in sight. Beginning in 1996, United Airlines began serving Starbucks coffee, which Starbucks supported with in-your-face advertising of that partnership in the flight magazines of competing airlines. Newsletter and Ezine Resource Find exactly what you're looking for In our quest to provide you with tools and information to help you change the way you work and live, we've gathered a comprehensive list of newsletters on all aspects of business and life. The benefits are all there. Click here to go there. Learn the nimble new marketing method to reach more prospective customers more quickly and credibly by partnering with others who also reach your kind of customer. You'll get the benefits, success stories, methods and step-by-step approach to plan your first cross-promotion. This approach is already being successfully adopted by enthusiastic managers of all sizes of businesses, government agencies, and nonprofit groups as diverse as retailers, fire chiefs, and civic organizations. Gut instincts expert, author, and speaker Kare Anderson is an upbeat conference opener or closing keynoter. Her warmth, memorably titled tips such as "Go Slow to Go Fast," dry wit, and frequent references to the situations of hottest interest to attendees, cause people to leave laughing and talking about what they've heard. For more information click here. Learn ways to "Say It Better" in how you speak, appear, write, and create the work and other settings of your life. Whether you want to learn ways to lead, persuade, negotiate, sell, resolve conflict, or design a compelling physical setting, Say it Better is the place to visit again and again to see the latest ideas from our growing list of expert contributors. SAY IT BETTER 15 Sausalito Blvd. Sausalito, CA 94954-2464. http://www.sayitbetter.com KARE ANDERSON : kareand@aol.com Homepage | Suggestion Box Articles By Category Advertising Interpersonal Communication Marketing Page 1 Marketing Page 2 Negotiation Persuasion Publicity [Press Release etc.] Self Assessment Exercises Start-Ups Stress and Relaxation Comment on this article or make this site better by offering suggestions for improvement : Contact Information Chris McClean Pertinent Information Ltd. 2314 Richmond Rd Victoria, B.C. V8R 4R8 Canada [TEL] 1-250-598-9102 [FAX] 1-250-598-9109 "YOU CAN GET ATTENTION BY EMPHASIZING THE RELEVANT" [ Top of page ]