Kare Anderson is the co-founder of The Compelling Communications Group. She is a speaker on ways to "Say It Better" to persuade, lead or resolve conflict or to create more memorable on-site experiences. An Emmy-winning former TV commentator, Wall Street Journal reporter and high tech division director, she’s a national columnist, nine-time author, publisher of the "Say It Better" online newsletter now read by over 17,000 people in 32 countries whose newest book came out in May: “Resolving Conflict Sooner: A Powerfully Simple 4-Step Method to Reaching Better
Agreements.”
Kare can be reached by phone at 415/331-6336
or by e-mail at kareand
@aol.com. You can also visit Kare's Web site.
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Attract More Customers With Less Effort Through the Right Cross-Promotions
by Kare AndersonProfessional Speaker and Author
To stand out from their competition in an over-advertised world, all kinds and sizes of businesses, nonprofits, and government agencies are joining forces to reach their mutual market of "customers" more efficiently. Their cross-promotions include "bundled" offerings, cause marketing, co-branding, coop marketing, and shared space. Cross-promotion has the potential for a big marketing payoff because partners can successfully expand through one another's customer base. They can gain an inexpensive and credible introduction to more of their kind of customer more effectively than with the traditional "solo" methods of networking, advertising, or PR.
Here are some low-risk and high-opportunity ways to jump-start your first cross-promotion.
1. Print joint promotional messages on your receipts.
2. Offer a reduced price, special service, or convenience if customers buy products from you and your partner.
3. Hang signs or posters promoting one another on your walls, windows, or products.
4. Mention one another's benefits when you speak at local events or are interviewed by the media.
5. Drop one another's flyers in shopping bags.
6. Pool mailing lists and send out a joint promotional postcard.
7. Promote your partner's products during their slow times, and ask them to do the same for you.
8. Share inexpensive ads in local shopping papers or a nonprofit event program.
9. Give a joint interview to local media.
10. Put one another's promotional messages on Lucite stands on counters or floor stands in waiting areas.
11. Encourage your staff to mention how your partner's products can be used with yours.
12. Give your partner's product to your customers when they buy a large quantity of your product, and ask your partner to do the same.
13. Use door hangers, posters, flyers, or postcards to promote special offers for one another's products.
14. Co-produce an in-store or office event - a demonstration, celebrity appearance, free service, or lecture.
Copyright © 1999 Kare Anderson. All Rights Reserved.
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