Cross-Marketing: The Most Effective Marketing You Can Do

Cross-Marketing: The Most Effective Marketing You Can Do By Carol White [Editor’s Note: I have long been an advocate of the kinds of strategies Carol describes here. I go into some detail about the possibilities in my award-winning book, Principled Profit: Marketing That Puts People First. Carol is an example of doing everything right in building these alliances, and of the amazing synergies that can result. My own business is also much, much stronger as a result of these types of relationships. —Shel Horowitz] Advertising and marketing gurus tell us that it takes “multiple impressions” of a message to get potential buyers to make that buying decision. Seven is the number they often cite. So how do we get those precious impressions? One way is through cross-marketing. The concept is simple. Find products and services that complement yours and work with the companies that provide them to promote their offerings and yours simultaneously. Here is a real-world example. Late in the manuscript phase of preparing our book — Live Your Road Trip Dream, which is subtitled Travel for a year for the cost of staying home and tells the story of a lengthy cross country trip — we discovered a Web site called MyTripJournal.com. Having struggled to maintain our own site for ongoing reports on our journey, we immediately recognized the potential for cooperation. So we talked with the...

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