Essential Cross-Marketing Tools
Posted: Wed Jan 29, 2025 9:36 am
There are different ways to collaborate in the field of advertising: jointly hold events, contests and sweepstakes, cross-promotions, cross-promotions, and co-branding. After the goal of the cross-marketing campaign is set, the format of the events is selected and agreed upon.
Cross-stocks .
The essence of these promotions is optometrist accurate email list that buyers receive a prize, bonus or discount on purchases from a partner company. A good example is the campaigns of a number of banks to accumulate bonuses: for any transaction with a bank card, the client receives points that can be spent on paying for services or goods from an extensive list of partners. Such events are long-term, and partners are selected to cover as many different areas of activity as possible.
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MTS actively works in this format: the MTS Bonus program has brought it new clients and increased profits, and its partners have received additional benefits. The Sunlight trademark also often holds cross-promotions. A wide variety of companies are chosen as partners, and this brings the brand ever-growing popularity and profits. Tinkoff cooperates with S7 Airlines and makes a very advantageous offer to travelers: 25% cashback when purchasing tickets for S7 flights.
Okko is conducting cross-promotions together with Megogo and the electronics hypermarket M-Video: those customers who purchase goods of a certain type receive a subscription to an online cinema with a good discount.
Joint events .
A very illustrative example is the multi-stage collaboration between the European Jewelry House Style Avenue and Design Studio by Oksana Fedorova, presented on the catwalk of the Russian Mercedes-Benz Fashion Week.
Copacking .
This type of cross-marketing involves the joint packaging (and subsequent sale) of complementary products (such as gin and tonic, shaving cream and razor, beer and nuts).
Cross-competitions, promotions .
If you hold the competition not alone, but together with another company, then both parties will be able to exchange audiences and get new interested clients, strengthen the loyalty of existing customers. The winners of the competition are awarded valuable gifts.
The reason for cross-promotion – joint promotion – can be anything. There are no restrictions in the choice of tools either. This advertising method introduces the audience to the brand, attracts new customers and binds existing ones even more tightly.
Co-branding .
Co-branding is the joint production of goods. Only a non-competing company can become a co-branding partner. In essence, this is a modernized version of cross-promotion.
The World Football Championship, which was held in the Russian Federation in the summer of 2018, is a successful and very large-scale example of co-branding. Many companies placed the championship logo on the packaging of their products. And it worked: such event co-branding brought them many new clients.
Brief instructions on how to organize cross-marketing
The cross-marketing campaign is organized in six stages:
We set goals .
They vary greatly depending on what stage of life the business or product is currently going through. Some use cross-marketing technology to increase sales, some want to capture new markets or market segments, and some want to make the brand more recognizable. In addition to the goal, clearly describe the strategy of action (what results and in what time frame you need to achieve), and then start looking for partners.
We are looking for partners .
The scope for finding partner brands is not limited, everything depends on your activity. To start, you can go to the official website of the cross-marketing association. The main thing is that their services and products do not compete with yours, but organically complement them. Thus, veterinarians often cooperate with pet food brands, Instagram “stars” willingly collaborate with brands in their niche (beauty bloggers - with cosmetics brands, etc.), hunting gun stores cooperate with sellers of hunting clothing.
We think over the terms and conditions of the campaign .
Before starting cross-marketing, calculate the budget and probable costs, clarify the goals, think about guarantees and document it all.
Together with our partner, we develop a work plan .
This is the stage of approving future events, determining deadlines and schedules, and appointing responsible persons. Don't forget to set bonuses and penalties for the partner.
We are running a campaign .
During the course of a separate promotion or an entire cross-marketing campaign, it is important to record all intermediate results.
We analyze the return on cross-marketing .
At this stage, you will have to evaluate whether you set the right goals, whether you chose partners and tools well, whether you managed to reach at least part of the partner’s target audience, what problems arose and what could be improved, and in general – whether you needed cross-marketing at all.
Cross-stocks .
The essence of these promotions is optometrist accurate email list that buyers receive a prize, bonus or discount on purchases from a partner company. A good example is the campaigns of a number of banks to accumulate bonuses: for any transaction with a bank card, the client receives points that can be spent on paying for services or goods from an extensive list of partners. Such events are long-term, and partners are selected to cover as many different areas of activity as possible.
Read also!
"New Marketing Trends in 2024: 7 Components of Growth for Your Business"
Read more
MTS actively works in this format: the MTS Bonus program has brought it new clients and increased profits, and its partners have received additional benefits. The Sunlight trademark also often holds cross-promotions. A wide variety of companies are chosen as partners, and this brings the brand ever-growing popularity and profits. Tinkoff cooperates with S7 Airlines and makes a very advantageous offer to travelers: 25% cashback when purchasing tickets for S7 flights.
Okko is conducting cross-promotions together with Megogo and the electronics hypermarket M-Video: those customers who purchase goods of a certain type receive a subscription to an online cinema with a good discount.
Joint events .
A very illustrative example is the multi-stage collaboration between the European Jewelry House Style Avenue and Design Studio by Oksana Fedorova, presented on the catwalk of the Russian Mercedes-Benz Fashion Week.
Copacking .
This type of cross-marketing involves the joint packaging (and subsequent sale) of complementary products (such as gin and tonic, shaving cream and razor, beer and nuts).
Cross-competitions, promotions .
If you hold the competition not alone, but together with another company, then both parties will be able to exchange audiences and get new interested clients, strengthen the loyalty of existing customers. The winners of the competition are awarded valuable gifts.
The reason for cross-promotion – joint promotion – can be anything. There are no restrictions in the choice of tools either. This advertising method introduces the audience to the brand, attracts new customers and binds existing ones even more tightly.
Co-branding .
Co-branding is the joint production of goods. Only a non-competing company can become a co-branding partner. In essence, this is a modernized version of cross-promotion.
The World Football Championship, which was held in the Russian Federation in the summer of 2018, is a successful and very large-scale example of co-branding. Many companies placed the championship logo on the packaging of their products. And it worked: such event co-branding brought them many new clients.
Brief instructions on how to organize cross-marketing
The cross-marketing campaign is organized in six stages:
We set goals .
They vary greatly depending on what stage of life the business or product is currently going through. Some use cross-marketing technology to increase sales, some want to capture new markets or market segments, and some want to make the brand more recognizable. In addition to the goal, clearly describe the strategy of action (what results and in what time frame you need to achieve), and then start looking for partners.
We are looking for partners .
The scope for finding partner brands is not limited, everything depends on your activity. To start, you can go to the official website of the cross-marketing association. The main thing is that their services and products do not compete with yours, but organically complement them. Thus, veterinarians often cooperate with pet food brands, Instagram “stars” willingly collaborate with brands in their niche (beauty bloggers - with cosmetics brands, etc.), hunting gun stores cooperate with sellers of hunting clothing.
We think over the terms and conditions of the campaign .
Before starting cross-marketing, calculate the budget and probable costs, clarify the goals, think about guarantees and document it all.
Together with our partner, we develop a work plan .
This is the stage of approving future events, determining deadlines and schedules, and appointing responsible persons. Don't forget to set bonuses and penalties for the partner.
We are running a campaign .
During the course of a separate promotion or an entire cross-marketing campaign, it is important to record all intermediate results.
We analyze the return on cross-marketing .
At this stage, you will have to evaluate whether you set the right goals, whether you chose partners and tools well, whether you managed to reach at least part of the partner’s target audience, what problems arose and what could be improved, and in general – whether you needed cross-marketing at all.