Print Solutions Magazine

Patricia Fripp and Susan RoAne are professional speakers and friends. When they attend an event together, they network by giving each other a glowing endorsement. First, Fripp introduces RoAne to someone neither has met by saying, “She’s too modest to tell you, but…” Then Fripp discusses RoAne’s accomplishments. Then RoAne says, “[Patricia] is also too modest to tell you…” and talks about Fripp.

The beauty of this idea is that in a networking situation, bragging about yourself isn’t necessary. Someone else tells people how wonderful you are and what you’ve done. This cross-promotion networking is quite simple, as are most cross-promotion strategies. Cross promotion is simply common-denominator marketing. You find another merchant or business that has similar or overlapping markets and customers. Then you work together to realize promotional opportunities neither of you could accomplish alone.

Cross-promotion strategies can range from highly sophisticated—with formal contracts such as the ones certain airlines and long-distance telephone companies established—to something as casual as stuffing your promotions with fliers or coupons from another merchant in your community and vice versa.

An insurance agent in my community cross promoted with a local restaurateur. The restaurant owner paid to print the insurance agent’s business cards. The cards doubled as a 20 percent discount coupon for the restaurant, with directions on the back. The insurance agent gave several cards to every company he called. Because the cards were seen as valuable coupons rather than mere business cards, the businesses kept them for a long time.

Cross promotion also can be accomplished with competitors. Eight Northern California fine furniture retailers—all competitors—banded together to survive the recession of the early 1990s through cross promotion and buying strength. Known as the Sonoma County Fine Furniture Association (SCFFA), they developed contests in which customers visiting stores could win prizes. They promoted each other to customers, especially if one retailer didn’t sell what the customer wanted. Together, they bought advertising on the local radio and newspaper. They also printed a brochure that included the address and location of each member.

Cross promotions based on customer lists are usually successful and inexpensive. Each merchant generally expands the reach of its targeted customers twofold, at a cost 40 percent to 60 percent less than if the company worked on the project solo. Additionally, each enjoys the credibility of the other. Common direct mail strategies include fliers, post cards, coupons and calendars. Fliers can be printed on both sides for a 2-party promotion, or several fliers can be mailed in the same envelope. Here are other cross-promotion strategies:

• Distributing free booklets or reports

• Publishing a newsletter

• Submitting news releases

• Becoming an expert resource for reporters

• Welcoming new people to your town

• Sending people congratulatory notes when you read about their accomplishments

• Sponsorsing public seminars

• Organizing “power breakfasts”

• Sponsoring local charity or service club events

To achieve successful cross promotions, you need to develop your own road map. Be clear about what you want to create. When you approach a potential partner, develop a plan for who does what, especially in the areas of costs and contributions. Find out the answer to “What’s in it for me?” Explain to your partners the value they’ll receive. Help them possess emotional ownership in the promotion. Develop a method to measure results, and after the promotion, analyze the value all participants received. If your cross-promotion partner is a non-profit group, be sure you tell them what you need. Always use coupons to assist in measuring results.

Ed Rigsbee, CSP, is president of Rigsbee Research, an alliance research and implementation organization in Thousand Oaks, Calif. He is the author of PartnerShift—How to Profit from the Partnering Trend, Developing Strategic Alliances & The Art of Partnering. He will present an education session entitled “Partnering for Success” at the 2005 Print Solutions Conference in Orlando. Email him at ed@rigsbee.com.