CROSS PROMOTION MARKETING
“You can’t buy engagement. You have to build engagement.”
Tara-Nicholle Nelson
Here we go, into the home stretch for yet another year. Christmas decorations are appearing in the shops and everyone is starting to plan their holidays! Whilst it feels like that starts to happen earlier and earlier every year it’s a timely reminder that as business owners now is the time to prepare your end of year sales promotions.
This month, we are going to talk about cross-promotion marketing. Working with other businesses that also service your ideal target audience is a great way to tap into a warm market of leads. How can you work together to help each other grow? Perhaps there is a Christmas promotion or new year’s offer that adds benefit to you both!
Let’s delve in and learn a little more!
Warmly, Alysha
Owner, Wow Studios
TABLE OF CONTENTS
Exciting News – Back in-front of the Camera
Let’s Talk Branding – Successful Cross Promotion
Upcoming Workshops – Tell us what you want to learn.
Past Stories – More blogs about branding.
Client Spotlight – Meet Monadil from Dilly’s Icecream
Feel Inspired – Successful Co-Branding Partnerships
EXCITING NEWS
BACK IN FRONT OF THE CAMERA
Last month Alysha got back in front of the lens to film another series of short videos. You have no doubt seen them popping up on our socials over the last twelve months. These short snippet videos are just another way we try to offer you some useful tips and advise on how to understand and make the most of branding to enhance your customer experience and build a loyal following.
Keep an eye out and share your thoughts as they come through. We would love to hear your feedback!
LET’S TALK BRANDING
SUCCESSFUL CROSS PROMOTION!
Tips to get you started.
Cross Promotion is an incredibly powerful marketing tool. When people who are authorities in their own fields recommend your services, people listen. When people who have experienced your products or services talk, people listen.
What is cross promotion?
Cross-promotion involves partnering or collaborating with other brands to promote each other’s products and services, increase awareness, and drive sales.
By tapping into the client base of like-minded businesses you are able to create warm leads and use the credibility they have built up with their audience to showcase your business in a positive light.
The idea behind cross promotion marketing is that both businesses get mutual benefits from the exchange. Done right, cross promotion is a powerful tool. These strategic partnerships are typically businesses that share a common industry or other common factor that draws in a similar audience. They are rarely direct competitors.
Cross Promotion Example
A good example is the very successful partnership of RedBull and GoPro. Both brands use action, adventure, incredible stunts and real-life sporting events to promote their products and it’s this link that makes them a perfect partnership! GoPro equips the athletes and adventurers with funding and equipment to film their action-packed activities and RedBull brings their experience of hosting these crazy stunts and events and their reputation to filling stadiums and making them noteworthy experiences. Not only does this collaboration help both brands to build awareness and increase participation at these incredible events, it also provides both organisations with incredible footage they can use to create eye-catching and jaw-dropping promotional campaigns.
Got you thinking… of course, this is an extreme example, however there are a million ways small business can also use cross-promotion to foster growth. It could be a social media campaign, a direct marketing campaign, a feature on a podcast or newsletter and so much more. The possibilities are endless once you get the hang of it!
Cross Promotion Benefits
- Cross promotion helps increase awareness without the need for expensive marketing campaigns. It can help you enter a new market or source new leads in an existing one.
- Improve your image. Partnering with the right business can help improve your reputation or increase your status.
- Reduce advertising costs and increase revenue. By partnering and sharing the costs you can save money and benefit from less outlay, whilst still getting the benefits.
Cross Promotion Ideas
So how do you go about it I hear you say. Start by determining what you want to achieve. Do you want to increase awareness of your brand or a particular product or perhaps increase sales?
Once you know what you want to achieve its time to find a logical partnership with a business that compliments your own. Think about the connection from the buyer’s point of view. Will the partnership make sense to them? Also, make sure you know what you’re getting into. When you link your business to another you also share the ups and downs, quality issues, reputation failures, conflicts and integrity issues or poor choices, so make sure you feel like the business you’re getting involved with is reputable and above board.
Once you have found your match, its time to create an engaging campaign.
Here’s just a few ideas on how you might be able to collaborate to get you started.
- Host joint events/education seminars
- Loyalty Discounts, Points or Specials
- Collaborate on content
- Referral Programs/Credits
- Joint live event challenges
- Social Media Shoutouts
- Sponsored Equipment/Spaces
- Product/Service Giveaways/Competitions
- Pop up shops
- Influencer marketing
- Special guests or co-hosts on podcasts or newsletters
- Exclusive limited time co-branded products
- Find ways to enhance the customer experience or make it easier!
- Help a social cause and increase exposure
Your cross promotion can be as simple as sign up today and receive a free gift pack from xxx or as elaborate as the link between RedBull and GoPro. Get creative and think outside the box. The best cross promotions are the ones the consumer would never have thought of, but once linked, just feels right!
UPCOMING WORKSHOPS & EDUCATION NEWS
Coming soon:
What hot topic would you like to learn about? We would love to hear what you want to know! info@wowstudios.com.au
WANT TO LEARN MORE, CHECK OUT SOME OF OUR PAST STORIES
While it may feel like a lot of upfront effort and an investment of your precious time, the benefits will absolutely make it worth it! You will be more prepared, have way more control over the results and a much clearer picture of how your brand and marketing should look.
Branding plays a key role in the success of your business. When you are aware of the narrative your customers are sharing about your business, products and services you hold the key to continuous improvement so its worth investing time into getting right!
It can be tempting to try and appeal to everyone in order to have a large pool of customers or followers, however this could be working against you. Being all things to all people often isn’t viable.
CLIENT SPOTLIGHT
PLEASE WELCOME MONADIL FROM DILLY’S ICECREAM
Recently, Wow Studios had the opportunity to assist Monadil on the creation of his new brand Dilly’s Icecream and what a fun job that was. With a playful retro vintage style this brand is eye-catching and delicious!
I chatted with Monadil about aoll things icecream! Read on to hear what I learnt!
Tell us a little about your business?
I own an ice cream truck called Dilly’s Ice Cream!
Why did you setup your business?
Growing up I loved ice cream, eating a tub of Peter’s Neapolitan (always going for the chocolate and strawberry flavours first) or a rainbow Paddle Pop from the school’s canteen. Ice cream just stuck with me and I’ve always wanted to try something outside of my day job.
What makes your business different?
Personalisation towards the event is something that I enjoy doing, either for a birthday party or seasonal festival such as experimenting with different toppings and flavours. For a friend’s wedding ceremony, we experimented with different toppings including Jalebi (a popular South Asian sweet snack which was a bit too sweet with the ice cream).
What brought you to Wow?
I was looking for design work for a menu, banner and logo for the ice cream truck.
What was the collaboration process like?
The process was highly collaborative which made it easy to bounce ideas and give feedback. I enquired with some brief details in the beginning and within the first meeting, there were ideas and samples available. I loved the breadth of possibilities that was shown, where we could narrow down to the designs which resonated with me the most. I felt my feedback was always taken graciously and loved the suggestions and unique creative insights that were added to make my idea come to reality.
Any last words?
Thank you Wow Studios and Alysha for making a vision come to reality. It was great working with you and excited to see what idea’s for other people you bring to life.
FEEL INSPIRED
Everyone has loyalties to their favourite brands, but there’s a good chance your favourite products result from two separate brands working together. This article shares some of the best collaborations to get your mind ticking over with ideas!
20 Examples of Successful Co-Branding Partnerships (And Why They’re So Effective) (hubspot.com)
CREATE THE UNEXPECTED, DELIVER HAPPINESS!
WOW STUDIOS – WE BRING YOUR CREATIVE IDEAS TO LIFE
