Cross-Promotion

Select two sets of product or service organizations that could benefit from cross promotion. Outline what joint efforts they might take in pursuing their respective objectives. (Note: Your task is to discuss two partnerships.)

2.

Marketing Plan (see: , Three Year Marketing Plan—Blue Mountain Spring Water, Inc. page MP-12):

Outline your promotional strategy for Blue Mountain Spring Water.

ross-promotion is a form of marketing promotion where customers of one product or service are targeted with promotion of a related product. A typical example is cross-media marketing of a brand, for example Oprah Winfrey's promotion on her television show of her books, magazines and website.[1] Cross-promotion may involve two or more companies work together in promoting a service or product, in a way that benefits both. For example, a mobile phone network may work together with a popular music artist and package some of their songs as exclusive ringtones - promoting these ringtones can benefit both the network and the artist.[2] Some major corporations, for example Burger King, have a long history of cross-promotion with a range of partners (see Burger King advertising). The Disney Channel has also made extensive use of cross-promotion.[3] Movie tie-ins are good examples of cross-promotion.[4] On occasion, badly planned cross-promotions can backfire spectacularly - for example the 1992 Hoover free flights promotion fiasco.

Co-marketing and co-branding are particular forms of cross-promotion.[2

by Kare Anderson, Author & Speaker

14 Simple Ways to Jump-Start Your First Cross-Promotion

Look for the most frequent patterns in your customers to find the most beneficial partners. Then consider which business offers the best quality of product or service like the one your kind of client might use.

Propose a simple, low-risk first cross-promotion such as the ones suggested below:

1. Print joint promotional messages on your receipts.

2. Offer a reduced price, special service or...