Cross Promotions programs are a valuable marketing tool for your business. These initiatives enable you to engage with other businesses or groups whose consumer markets are the same and whose products or services complement yours.

Cross promotion programs give you the opportunity to approach an audience that you may have difficulty reaching or achieving visibility with, but that may have a good relationship with your promotion partner.

Sales cross promotions offer numerous advantages to your company, which may include:

1. Connecting with more of your target audience as both you and your cross promotion partner reach out to them.
2. Lowering your advertising costs to reach your audience, because the costs are shared.
3. Enhancing your company's brand and value in the marketplace when another valued company is recommending or associating itself with your product or service.

Action Steps
The best contacts and resources to help you get it done

Successful promotional tie-ins involve businesses with similar value, integrity and goals

It's important to select partners who will enhance your company's image and have products that dovetail naturally with yours.

I recommend: Check with the U. S. Chamber of Commerce for companies in the area that you could partner with. Also, you may wish to read Walk Your Talk, an informative, well-known book on marketing and cross promotions of products.

Think of your customers and what would make their lives better when designing cross-promotions

Whatever motivates your customers to buy or to participate in a service is the goal for your business cross promotions. This could be cost savings, or it could simply benefit the customer to have products or services linked in some way.

I recommend: A free online resource on cross promotions can be found at Brand Torrent. If you market yourself on eBay, they have made cross promotions tie ins easier.

Be creative in your cross promotion ideas

Starting with a simple and low-cost initiative is a wise first step if you have never done cross promotions in advertising before. But that doesn't mean it can't be creative. In fact, the more creative the promotion is, the more buzz will surround it, thereby enhancing customer participation.

I recommend: Another website with an array of ideas to get your creative juices flowing is FrugalMarketing.com. Take a peek at the array of items available as part of a cross promotion at National Pen. Remember: A simple item, if part of innovative cross over promotions, will make an impact with your customers.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  If you think your idea is truly creative, work with a public relations professional to get the word out through the news media.
• •  Partnering with community groups and local nonprofits can elevate your stature in the community.
• •  Be sure to put in writing what each cross promotion partner will do. This will help to ensure that the process goes smoothly.