What are cross-promotional cooperation options? What is cross marketing? The whole point in simple words

Cross marketing is the latest method of product promotion. It is carried out jointly by several companies to increase sales of interested companies.

The advertised products or groups of products are complementary (accessories, additional devices) or related (the product is necessary for the use of another product). Advertising is also carried out to promote similar products by many manufacturers.

An example of cross-marketing is stimulating sales of SIM cards and phones, when when connecting to a cellular operator it is offered to buy a phone at a reduced price. Another example is the advertising of dishwasher detergent tablets in hardware stores or the promotion of milk sales in the region by various farms.

Cross-marketing activities

• Stock.
• Raffles with prizes.
• Fairs, exhibitions with special offers.
• Promotions.
• Holiday lotteries.
• Advertising with bonuses.
• Loyalty programs.
• Cross-partners with favorable conditions.
• Discount programs.
• Direct marketing.

The history of cross-marketing

Cross-marketing or cross-marketing arose in the USA in the early 90s (20th century), when the market was oversaturated with a variety of products, and the consumer became more picky and picky. However, the concept of joint sales (co-marketing) was developed during the Great Depression (30s). Unconfirmed sources claim the use of cross-technologies by Benjamin Franklin, a famous American politician, innovator and inventor.

The heyday of cross-selling was the end of the 20th century. Modern science positions cross-marketing as an inevitable trend.

Conditions for using cross-marketing

The most popular cross-marketing is:

• in case of insufficient financial resources (partnership assistance);
• if there is a cross-audience (target consumers);
• if necessary, improve the image of the product at the expense of a well-known manufacturer;
• in the joint production of the main and related goods;
• when products of different groups have a common need;
• if the buyer sees benefits in purchasing these goods;
• when heterogeneous products are in the same price and quality segment.

Benefits of Cross Marketing

Cross marketing has obvious benefits.

• Saving money when carrying out marketing activities.
• Joint partnerships with larger manufacturers.
• Benefit from cross-selling.
• Opportunity to significantly increase sales volumes.
• Target audience (interested) reach and access to new markets.
• Creating a favorable image and promoting the brand.
• Bribing the consumer with trust and forming associative connections.
• A quick psychological trick that offers all the necessary goods or services in addition to the main purchase.

Types of cross marketing

• Tactical (one-time cooperation).
• Strategic (long-term partnership).
• Cultural (international).
• Equal (cooperation between equally well-known companies).
• Unequal (collaboration with benefits for both the branded company and the less recognizable one).
• Branding.

Cross-marketing technologies or techniques

• Providing discounts on cards.
• Publishing cross-references in electronic media and social networks.
• Providing a bonus product (gift, discount certificate, individual promotion).
• Receipt of goods is offered through exchange or as a gift.
• Attachment of samples from another company upon purchase.
• Sponsorship of competitions, festive events, sweepstakes.
• Providing unique conditions for the luxury consumer.
• Display of related products on display.
• Distribution of leaflets, booklets.
• Joint advertising on TV.
• Offering an assortment in online stores in the column “they often buy with this.”

Cross Marketing Tools

• Online cross-marketing “cost per action” or “pay per action” (CPA). Companies pay for the number of attracted consumers who follow the link of an online platform to the advertised site and buy the product. This includes: banner advertising, popup windows, push notifications, native advertising.
• A joint advertising campaign (advertising) is carried out through various channels (TV, radio, media, Internet, fairs).
• A joint competition involves attracting a wide audience. By investing money to implement an idea, manufacturers acquire potential customers.
• Joint events are carried out taking into account the specifics of the goods. Usually these are fairs, holidays, tastings, master classes, exhibitions, conferences, etc.
• Joint production takes place in conditions where goods do not compete with each other. The need for combined production is appropriate for products with accessories and removable parts (parts), as well as for ease of transportation. Sometimes businesses team up to develop a new product line.
• Co-branded cards offer the client to take advantage of a bonus (points, discounts) available from the company’s partners.
• A loyalty program is designed for a certain category of consumers in order to force them to make a purchase. At the same time, an individual approach and care for the client are emphasized (discount on partner’s goods, etc.).

Stages of drawing up a cross-marketing plan

To create a cross-marketing plan, use an action plan that includes:

• Search for partners producing related goods or services who agree to such cooperation.
• Personnel training and education.
• Selecting a promotional product and developing a special offer for a partner.
• Creation of a database of cross-companies that responded to the terms of the transaction.
• Final verification of information about partners, conditions of cross-marketing promotions, methods of presenting information.

How and where to find a partner for a cross-marketing program

1. Initially, study the list of partners (by city, region) with a similar target audience.
2. Send the terms of cooperation or commercial proposal to the company representative.
3. Companies are searched through:

• City portals, forums, bulletin boards.
• Internet (browser requests).
• Company directories (published annually).
• Outdoor advertising.
• Newspapers and magazines.
• Search in social networks (filters).
• Google Maps, Yandex maps.
• Business connections and relationships.

Cross marketing commercial offer

A commercial proposal for affiliate cross-marketing is presented in the form of a short report or presentation. The information reflects the essence of the offer and the benefits for the partner.

The points of the commercial offer are:

• description of the company and the advertised product;
• characteristics of the cross-project;
• cost and timing of implementation;
• educational materials (calculations, graphs, images);
• program effectiveness;
• partner's benefit;
• action coordination mechanism;
• data transmission channels.

The commercial proposal is drawn up based on the existing project plan (briefly, informatively). The resume is sent by email, fax or delivered in person. Depending on the scale of the promotion, proposals are sent out en masse or as responses are received from firms.

If a partner is interested in cooperation, they additionally send a project release and agree to hold negotiations.

How to draw up a cross-marketing agreement

The cross-marketing agreement is drawn up according to a standard form, taking into account the specifics of the agreement. It states:

• names of partners;
• their certificates of registration as legal entities or individual entrepreneurs;
• name of product groups participating in the promotion;
• goals of cross-marketing activities (general, individual, other);
• whether goods are provided for sale and terms for returning part of the profit;
• conditions for providing assistance to partners;
• rights and obligations;
• nuances of conducting common affairs (mandatory meetings, negotiations);
• terms and responsibilities under the agreement.

Examples of products/services with a similar target audience

Cross marketing in tourism

Tourists are the most solvent audience. Cross-companies in the tourism industry offer various promotions and advertising.

• They offer cheap hotels.
• They advertise beach accessories, glasses, swimsuits, suitcases, etc.
• They provide points when purchasing air tickets (for which you can later purchase a free ticket).
• They promote a healthy lifestyle, the ideals of slimness and beauty.
• Inform clients about advantageous offers on travel packages, hotel reservations, and convenient flights.

Tourists are often faced with an offer to buy an Upsell product, which is a kind of improvement to a completed purchase. Such goods include excursions, services of guides, photographers, medical procedures and massages, transfers, etc.

Cross marketing in the restaurant business

The restaurant business has a slightly different cross-partnering option. Any audience is suitable. Catering enterprises work closely with suppliers of products, sauces, spices, etc. Signature dishes are famous for their presentation, the skill of the chef, and special ingredients. When ordering them, you usually receive a “compliment from the chef” or a discount on a cocktail or dessert.

Restaurants also hold joint events of a cross-type nature. Basically, these are discount cards that are valid in 2 or more cafes, bars, bistros.

Catering enterprises cooperate with organizers of festive events, sports competitions, artists, DJs, and vocal performers. Sometimes cross-PR becomes a campaign by the “face of the company,” a well-known and respected figure.

On Internet sites you can often find bonus codes, discount coupons and promotions for restaurants that cooperate with non-target consumers: users of online games, the Internet and social networks, clothing buyers, customers of holiday services and goods.

Restaurants mainly cooperate with shopping centers, travel agencies, hotels, beauty salons, and radio stations. When organizing children's parties, coupons and discounts on animation and entertainment services are widely used.

The target audience is sought in zoos, cinemas, educational institutions, aquariums, and children's exhibitions.

Restaurant marketing is becoming widespread when organizing professional holidays or celebrations (wedding companies, gift and souvenir shops, leisure companies).

Joint cross-marketing with fitness clubs

The audience of fitness clubs is diverse.

• Visitors to healthy food restaurants.
• Car owners.
• Security structures.
• Using the services of beauty salons and medical centers.
• Visitors to salons and beauty salons.
• Buyers of sporting goods and equipment.
• People exercising in sports clubs or visiting sports centers.

The audience is also notified within the office environment through information leaflets. A small part is attracted through various stores through promotions.

How to conduct a cross-marketing campaign

• Select one partner so as not to distract the consumer’s attention.
• Choose the format of a cross-marketing event (advertising in a store, on the Internet, in crowded places, mailing).
• Develop a project (advertising materials, conditions for buyers).
• Involve project developers, typographic works, Internet designers, programmers, IT managers.
• Deliver samples, flyers, cards, coupons, promotions, or merchandise to the promotion location.

How to use promotions to control customer purchases

First, determine the volume of promotional goods or the timing of the promotion.

Control over purchases is carried out using periodic reports and electronic commerce tools (software, cash register, warehouse accounting programs).

In the online space, control is carried out using special software that controls the number of clicks on links and other attributes.

At sales points, the purchasing process is accompanied by trained consultants and managers. They monitor the correct display of the product, and in many cases make a purchase decision when the buyer has insufficient knowledge about the product and its properties. It is also advised to purchase products if you have your own experience or a profitable promotion.

The top management responsibility for executing a cross-marketing event rests on the shoulders of the chief marketer and the initiators.

How to stimulate sales on promotions

To increase the number of promotional sales, use additional marketing tools.

• Issuance of invitation leaflets.
• Placement of advertising signs.
• Offering more favorable purchasing conditions (gradation of bonuses depending on the cost of purchase, number of purchases, etc.).
• Consulting on promotions when meeting at the point of sale (leading the client, informing).
• Control over the availability of advertising materials and goods.
• Adequate behavior of employees in relation to ordinary consumers (competent presentation of information).

What mistakes are made when organizing cross-marketing?

• They select partners with competing services (fitness center and yoga center).
• They use BTL (luxury) technologies to promote goods of different price points (expensive kitchen furniture and a discount on a set of simple pots).
• They do not take into account the consumer’s vision for the action (inappropriateness, going beyond the reasonable, unaesthetic, illiterate and everything that “hurts the eye”).
• Do not use special identification means (clothing, branded accessories).
• Sale promotion is planned and carried out by people who are far from sales.
• Promotion dates are not specified.

How to hold an event without any controversial issues arising

You should conclude an agreement with your partner, spell out all the nuances of joint actions, as well as rights and obligations. With a competent approach to the matter, controversial issues arise only at the stage of interaction with the consumer (defective goods, lack of awareness about the conditions of the competition, promotions).

How to calculate the costs of cross-marketing

The calculation of cost per share directly depends on the expected profit. If the company's goal is simply to attract consumers, they count on reserves. Each expense item is planned when drawing up the project:

• costs of prizes, gifts, discounts;
• employee benefit costs;
• costs of advertising materials or electronic promotion;
• transport costs;
• costs for consumables, samples, exhibition samples;
• registration costs.

Cross-channel marketing results

• Increase in sales of retailers (15% on average).
• Raising the image of manufacturers (sales growth in the future).
• Brand awareness as a result of using various advertising channels.
• The ability to identify promising areas of advertising.

How to calculate the return on a stock

The effectiveness of a promotion is obtained using indicators:

1. ROMI (Return on Marketing Investment) or return on investment (DR)/R

• D - income from the share.
• P is the cost of carrying out the action.
• If the total according to the formula is less than or equal to 1, the promotion is ineffective.

• Cha is the number of checks for the promotion.
• H is the total number of checks.
• The higher the percentage of checks, the better the action was organized.

3. Analysis of the cost of attracting (returning) a guest Salary

• The fewer rubles spent on one purchase, the cheaper it costs the client.

4. Profit D-R (as a rule, companies do not have unprofitable shares).

5. The effectiveness of cross-marketing is assessed by comparing profits in promotional and non-promotional periods.

Global cross-marketing experience

Cross-marketing is used by large companies, as well as network structures. It is common in the banking, insurance, tourism sectors, as well as in the sale of goods and services from the automotive industry, furniture and textile industries, catering establishments, equipment and household appliances manufacturing enterprises. Cross-selling is rare in craft production, private manufacturers and B2B sales.

Not really

Among advertisers, advertising with the terrible name cross-promotion is becoming increasingly widespread: when one campaign is paid for, but two brands are advertised. The new trend is not met with great enthusiasm among advertising agencies, but allows advertisers to significantly save their budgets.

One head it's good, but two better

The market dictates that companies need to increase their marketing budgets in order to maintain the required level of influence on consumers. Unfortunately, only large “monsters” of the food and industrial markets can afford this. But what should companies do that do not have a large advertising budget?

Look for ways to save money. One option is to divide advertising costs “for two,” or even “for three.” In this situation, joint promotion, or cross-promotion, is one of the most obvious and effective ways to achieve the desired effect with limited marketing budgets. This occurs by combining the attributes of two or more brands to achieve greater effectiveness of the promotional campaign.

It's about overall marketing efforts with the right partner. The following practice is becoming increasingly widespread: two brands are actually promoted within one promotional campaign. We wash in a washing machine of a well-known brand and use powder also of a very advanced brand - it is recommended to be used by the manufacturer of that same washing machine.

Not only is the very idea of ​​combining the financial capabilities of several companies tempting, especially since it also happens that only one party pays for joint actions. Such cooperation, with the correct formulation of the problem and choice of tools, will lead to mutual support of brands in the market. In a joint struggle for consumers, you can prove your technical excellence, high social status, commitment to fashion and ideological appeal.

A good illustration of maintaining the image of two prestigious brands is the original project developed by Nokia and Lexus. Its essence is that the intelligent Lexus Integrated Phone System (LIPS) on Lexus cars only works with the Nokia 6310i mobile phone model. Unlike traditional hands-free solutions, the owner of a luxury car in this case gets the opportunity to conveniently and safely control the car's audio system and powerful navigation tools. Communication is completely wireless; the driver only needs to place his Nokia 6310i phone in a special holder hidden on the center console and start the car. After this, the system will be activated. In particular, the numbers from the phone's memory are displayed on the color display of the dashboard, which is much more convenient than looking at them on the small screen of the phone. This is not only convenient, but also really safe, because... does not interfere with complex maneuvers on a busy road.

Co-op Rules
Experts identify two possible options for participating in this kind of advertising or promotional tandem:

1. Division into brand “locomotive” and brand “cars” occurs on the basis of the functions that trademarks perform during cross-promotion campaigns:
- by source of financing;
- according to the priority of the goals of a particular brand.

The “locomotive” brand, as a rule, acts as a source of financing; accordingly, the priority of the assigned marketing tasks within the framework of the CP is on its side. In other words, the stated goal of “increasing consumer loyalty” refers specifically to this brand (including through the tangible/intangible attributes of the “car” brand).

If the leading brand has a high level of fame, then for a “small” participant in this situation it will be useful to increase its awareness at the expense of the leader with a minimum of financial costs. In fact, all that is required is the product itself. This technique is most often used in mechanics aimed at promoting FMCG, for example, the standard “gift with purchase”. But what benefits does the “wagon” brand receive?

At first glance, if one of the partner brands is clearly larger than the other, then the smaller participant benefits more. After all, the very fact of cooperation with a more well-known company attracts the attention of potential consumers. Thus, she acts as a kind of locomotive for the “fry” and the still weak beginner. True, truly unequal partnerships are simply impossible - by and large, not a single major brand will agree to “pull up” and attract such a “dependent” into the people, resting on the strong shoulders of an already promoted brand. Even if this “dependent”, claiming a share of fame, is ready to pay for it.

But, on the other hand, a smaller company or an unpromoted brand, as one of the participants in the promotional alliance, will not always remain on the sidelines. In joint marketing, both parties play equally important, albeit slightly different, roles. After all, everyone pursues their own goals. Finally, a popular or simply bright brand, for example, of a not the largest local company, may turn out to be just a desirable partner for large global brands that want to declare themselves in a certain niche and localize themselves in a specific crowd. And in this case, it is still unknown who is “pulling” whom along!

2. The situation when brands act as equal partners. Most often, the technique of conducting cross-promotion campaigns is used in the mechanics of promoting expensive and high-tech products. For example, when purchasing a jet ski and scuba diving equipment at the same time, the buyer receives a discount on both products. This is the principle of a “wholesale discount” with the only difference that wholesale in this case is not a specific number of units of a product of one brand, but the total number of units sold of 2 brands. Here, equal conditions for financial investments in the project are possible; accordingly, material and intangible benefits are equally distributed.

In addition to these rules, there are other important conditions that influence the choice of a partner for a joint promotion. First, brands must be non-competing with each other. And secondly, the promoted products must complement each other. For example, for food products, taste compatibility is important. It is unlikely that any consumer will have a desire to taste both meat and dairy products or to receive as a gift when purchasing 4 packs of pasta a coupon for visiting a fitness center, which, as if by chance, but offensively for the buyer, reminds him of flaws in the figure. But chips and beer are quite compatible.

When it's taboo

Cross-promotion also has its limitations, which depend mainly on the goals set and the current situation with the brand. There are several situations where this method is not recommended.

Situation 1. Your brand is doing well, the brand has a clear differentiation from competitors, there is high consumer loyalty/brand recognition, as well as stable growth dynamics, and finally, your brand occupies a leading position in the market. In such a situation, organizing tandems can negatively affect consumer perception of the brand, because “negative attributes” (and they usually always exist) of a partner can “tarnish” the brand’s image. Experts do not recommend abusing this type of communication. The fact is that the success of a promotion does not always depend on the brand itself; the environment of the partner brand is also taken into account. Consequently, the share of risk increases.

Situation 2. Pharmaceuticals. In this situation, it is generally dangerous to use any consumer-promotion methods (and cross-promotion is one of them), because people make purchasing decisions under the influence of BTL tools less often. The main opinion-makers are doctors, pharmacists, and sales consultants. Therefore, for pharmaceuticals, if we talk about BTL methods, trade-promotion is more effective.

Situation 3. When the criteria for evaluating a partner are not fully met, it is better not to carry out joint actions in order to avoid risk. What these criteria are will be discussed in the next section.

The perfect combination

The algorithm for preparing and conducting cross-promotion campaigns depends on many factors, the main of which are goals. Accordingly, the first task is to determine what the company wants to achieve using joint promotional tools. After all, sometimes it happens that in order to achieve some goals it is not at all necessary to take a partner. For example, if the task is to introduce a new brand to the market, opening an as yet unknown product category (as Nescafe once opened the “instant coffee” category), then communication with the consumer should be built exclusively on the advantages of the product itself. Otherwise, the USP of the product will be “dull”, i.e. the consumer simply will not notice the “uniqueness” of the product, because the environment of the partner brand (no matter what category) will draw a certain share of the consumer’s attention.

But the most important task before starting a CP is to choose the right partner who meets certain criteria.

1. Partner's target audience. The very concept of CP implies the impact of 2 or several brands on one consumer. Those. During communication, the consumer may encounter at least two brand-messages. But there is only one consumer. Accordingly, his purchasing behavior is a consequence of a subjective idea of ​​material and (or) intangible values. For example, if a person drives a latest model BMW, then he prefers to drink expensive cognac. It would be stupid to offer him a set of cheap glass glasses as a gift for buying elite cognac. Therefore, partner brands must match each other at least in terms of the socio-demographic characteristics of their target audience.

2. Positioning. This is where the concept of brand equity comes into play, which is expressed in intangible resources and is determined by the level of loyalty to the brand. Experts argue that if the brand equity of the promoted brand is higher than that of the partner brand, then it is unlikely to increase as a result of the company’s participation in a cross-promotion campaign. And in some cases, on the contrary, it decreases, for example, if suddenly, while promoting two equivalent brands, a rumor spreads that one of them has frankly low quality. Such “PR” can have a negative impact on the level of loyalty to the partner, and there is always a risk.

3. Purchase situation. When developing joint promotions at points of sale, you need to know exactly WHAT the buyer came to the store for. If he clearly understands what product and what brand he wants to buy, he is unlikely to pay attention to advertising communications. As a rule, this situation is typical for goods of “non-impulsive” demand, or pre-selection (such as cars, household appliances, etc.). It’s a different matter with “impulsive” purchases from the FMCG market, when the choice of product is most often determined at the point of sale in a largely spontaneous manner. Accordingly, communication through the use of the cross-promotion method will be more likely to be successful.

If a customer came to the store to buy dumplings, then it would be quite logical to offer him his favorite sauce as a gift for packaging. Examples of successful combinations of partner brands include the following: meat products + seasonings; pasta + ketchup; low alcohol products + snacks; beer + chips (crackers); cars+auto accessories+motor oil; tourist vouchers + accessories for recreation.

So, when choosing a partner, do not forget about the rule - “measure twice, cut once.”

This trend of organizing advertising and promotional tandems does not at all delight advertising agencies and the media. And this is understandable. Therefore, they strive, by hook or by crook, to somehow limit such initiatives of thrifty businessmen. Rumor has it that television people are already seriously discussing the possibility of introducing an additional fee for placing “double” advertising...

One of the most striking examples of cross-promotion is the promotion of several brands in the film industry.

Companies that place a product in a feature film build a full-fledged advertising campaign based on its plot, using the main characters and video images. All promotion channels are being activated - television, radio, outdoor advertising, displays, stands, posters at points of sale, PR.

Cinematography shares with product manufacturers a ready-made story, creativity, and well-promoted brand bearers. Who is comparable in popularity to... (fill in the blank with the name of the star that comes to mind for you!). However, the cinema is not offended either - after all, by advertising their products, producers are promoting the film itself. Support from advertisers helps the film industry reduce marketing costs, which average between $20 million and $50 million per film in America.

In the penultimate Bond film, Tomorrow Never Dies, several world-famous manufacturers featured their products: BMW, Ericsson, Martini, Smirnoff, Brioni, Omega, Visa, Heineken, Avis rental cars, L’Oreal. In the latest episode of “The World Is Not Enough,” Catterpillar and Fujitsu joined this glorious cohort. The cost of cross-promotions carried out by promotional partners for the film “Tomorrow Never Dies” was, according to various estimates, from 100 to 120 million dollars.

One of the areas of cross-promotion is advertising campaigns and PR events directly in cinemas where the film is shown. All Bond's promotional partners actively used this technology, and what is most gratifying is that it reached Russia already in 1997 during the release of Tomorrow Never Dies.

Perhaps the largest-scale campaign was carried out by BMW at the Moscow Kodak-Kinomir cinema. The centerpiece was the drawing of a Z3 car among the spectators. In addition to being present on all media offered by the cinema (rental of advertising videos before the show, placement on printing: flyers, booklets, tickets, invitation cards, placement of banners in the foyer and banners on the street), BMW also took advantage of other forms of advertising. In particular, the Maximum radio station was involved in the cross-campaign. Every day, free tickets to the “Tomorrow Never Dies” session were drawn, and every day the password was announced on air. The program was designed for 18 days - the number of James Bond films. Every day a winner was determined. As a result, a car was raffled off among them. In addition, before the premiere in Moscow, BMW organized a private VIP party at the cinema with the invitation of leading media. Ericsson held a drawing of mobile phones among cinema visitors.

Shared advertising is paid for by both parties, which is part of its appeal for mid-sized companies. However, often such a tandem is paid for by one party, because each of the participants in the cross-promotional program has their own interests. Let’s say one seeks to gain access to a partner’s audience, and the other seeks to achieve fame and recognition of their brand.

Santa Malinovskaya

Cross marketing is a new and interesting marketing technology, the essence of which is the intersection of related services or goods in one PR campaign jointly carried out by two (or more) companies.

Business is always looking for new ways and technologies, advertising, among other things, is becoming more non-standard, the market is looking for new means of attracting customers.

Cross-marketing is a technology that allows you to attract customers in two or more directions at once, and, in addition, to establish serious, long-term relationships with other companies that are not competitors in the same market niche. Cross-marketing is divided into cross-PR campaigns and cross-selling. A good example of cross marketing There was a New Year's promotion held in one car dealership: when purchasing a car of a certain brand, all buyers were given a certificate for free receipt of a chic Danish beauty Christmas tree. The promotion was carried out jointly with a company selling Danish spruce trees. As a result, all three parties were satisfied: the car service, which provides its customers with a free bonus; customers who received a luxurious gift for the New Year; a company selling fir trees, which received the opportunity to advertise its services both through a car dealership and through the dealership’s website.

Types of cross-PR campaigns

• Tactical - short-term promotions, sometimes one-time, more aimed at the sale of certain services or goods.
• Strategic - long-term, comprehensive cooperation with other companies in the field of promotion and sale of services or goods.

A cross-promotion can consist of completely paid services (products), or one service is paid, the other is free, in the form of a bonus.

Cross-promotions can include two or more overlapping services (products) from different companies, but you especially shouldn’t get carried away with the quantity so as not to get lost among them. It’s best to have no more than three overlapping services (products).

It is important to observe the price level when cross-selling— the services or goods offered should not vary greatly in price, i.e. if elite goods are offered, then the accompanying goods must also belong to the elite price group. This principle does not apply to bonuses when another related product is provided to buyers of the main product for free.

Before conducting cross-promotions, you should think carefully about what target group the promotion will be aimed at, what the needs of consumers are, etc.

It is best to advertise the upcoming cross-promotion well in advance, notifying all those consumers in whom the company is interested. At the same time, advertising must equally reflect the interests of both companies participating in the promotion.

Corporate website

What are the characteristic features of a corporate website that distinguish it from printed corporate publications?

First of all, these are relationships within the triangle: client - designer (creator) - developer (programmer). The fact is that any corporate website is an integral element of corporate identity along with a trademark, logo, corporate font and color, documentation, image elements, etc. Therefore, problems always arise here:

1) between the client’s desires and the elements of corporate identity that are mandatory from the designer’s point of view (opposition "beautiful - comfortable");

2) between the elements of corporate identity that are mandatory from the designer’s point of view and the capabilities of the software (opposition “a professional artist, but not a programmer - a professional programmer, but not an artist”);

3) between the client’s desires and the capabilities of the software (opposition “relationship to the programmer’s website - relationship to the visitor’s website”).

At the same time, the client-visitor is the first to appreciate the beauty of the site, the convenience of obtaining information, and, finally, the financial side of the corporate web project. The more lively the site is, the more information it provides, the richer and more successful the company is. Therefore, on a corporate website it is necessary to focus on news, press releases, current links, new products, constant change of price lists, assortment, etc. In principle, there is a golden rule for a corporate website: a corporate website is not a final, aesthetically frozen product, but a continuously updated process (or movement).

English RussianRules

How to reduce marketing costs, given that it is necessary to attract as many target audiences as possible and increase brand awareness? The task is not easy. But cross-marketing can solve it.

Сross-promotion (cross-marketing) is a way to jointly promote several brands to increase awareness and. This is cross-promotion, a technology for promoting a company (product), when two or more companies implement joint programs aimed at stimulating sales or increasing awareness.

So, using cross-promotion (cross-marketing) allows you to get the following advantages:

The practice of cross-promotion (cross-marketing) shows that its development goes in several directions. Let's highlight two main ones:

1. A little-known company chooses a company with a well-known brand as its partner. That is, in this case, a “locomotive company” and a “car company” are distinguished. The division occurs according to the functions that partners perform during cross-marketing activities. This can be a division either by source of funding or by the priority of the goals of a particular brand.
2. When firms act as equal partners. In an equal partnership, the cross-promotion (cross-marketing) technique is used to promote expensive and high-tech products. For example, when purchasing an expensive kitchen or bedroom, the client receives a discount on built-in appliances or mattresses. Here, equal conditions for financial investments in the project are possible; accordingly, material and intangible benefits are equally distributed.

Choosing a partner

The most important element of cross-promotion is the choice of a partner, since the success and effectiveness of the campaign depends on the correct choice of the partner. When choosing a partner, you must be guided by several criteria:

• partners should not be competitors;
• partners must have a common target audience;
• partners must be in the same price segment.

Forms and technologies of cross-promotion (cross-marketing)

The following forms and technologies can be distinguished::

The approach to working with different partners should be different. You can hold a joint event with one, exchange banners with another, invite a third to do mailing, allocating space on the site for his project. Continue to look for suitable partners, gradually expanding your ability to reach your target audience.

Partnership in cross-promotion (cross-marketing)

It is necessary to agree with partners on the parameters of cross-promotions. To avoid any misunderstandings during the event, the following parameters must be discussed in advance:

• volume of promotion bases for exchange and its frequency, type of officials for transfer, filter of client companies for cross-transfer, by area of ​​business indicators and other parameters,
• identification of persons directly supervising and responsible for the preparation and conduct of cross-promotions in partner companies;
• coordination of motivational discounts and other solutions provided by partners to motivate non-targeted and targeted cross-contacts;
• coordination of the scheme for preparing cross-country contacts and the work schemes of sales managers for the contacts received;
• deadlines; fines and bonuses based on partner activity indicators.

Discount cards as bonuses for partner clients

Discount cards are a striking example of cross-marketing, when using a discount card of a society or club you can get discounts on a wide variety of services. For example, an auto center discount card provides discounts on services: car service, car wash, gas station, spare parts store, restaurant and cafe.

Components of success

Many cross-promotion (cross-marketing) can make a mistake. For example, you didn’t guess with the target audience, or your partner presented information about you in the wrong way. Unfortunately, even with a thousand clicks, the conversion may be 1-2%. Study your experience, find mistakes, repeat everything again taking them into account. Constantly analyze your actions and evaluate the success of any approach.

Cross-marketing technology will bring success and effective results only if the actions of all participants are thoughtful and coordinated. The following examples can be highlighted as successful experiences of cross-marketing by companies in various fields of activity:

Use these simple rules to promote your business!

Hello! In this article we will talk about what cross-marketing is and how to apply it correctly.

Today you will learn:

• What is cross marketing;
• What types and tools of cross-marketing exist;
• How to run a cross-marketing campaign.

Teaches how to develop partnerships between various market players. The manufacturer must provide a quality product to best satisfy the needs of target customers. Customers, in turn, thank you for your help in solving their problem with rubles and repeat purchases.

Retail stores are trying to combine the efforts of the former and the latter. This allows all market players to achieve the most effective results. The collaboration of market players to promote a product is called cross-marketing.

What is cross marketing

Cross marketing – cooperation of efforts of several companies to promote the goods they produce (sell).

An example of cross-marketing would be a joint offer of a smartphone and a SIM card from a certain operator at a favorable price in a mobile phone store.

Joint marketing has a number of advantages, including the following:

• Low promotion costs. Your product will be promoted by other companies who will also benefit from your cooperation. Suffice it to recall the cross-promotion of the Perekrestok supermarket and the Sunlight jewelry store, when when purchasing more than 2,000 rubles at the supermarket, the buyer received a coupon for free jewelry at the Sunlight store.
• Establishing cooperation with other companies, which can bring good benefits in the future. For example, Perekrestok and Sunlight can jointly purchase commercial furniture and receive a discount from the manufacturer for a larger order volume.
• More contacts of your brand with the target audience.
• Quick results.
• Increasing brand awareness and improving image in the eyes of consumers.

Types of cross marketing

Cross marketing is divided into two types, depending on the duration of the period of cooperation between the two companies. Accordingly, strategic and tactical cross-marketing are distinguished.

Tactical cross marketing – a short-term one-time cooperation between two or more companies with the aim of promoting the products of each of them. The joint campaign between Perekrestok and Sunlight is an example of tactical cross-marketing.

Strategic Cross Marketing – long-term cooperation aimed at solving diverse problems. An example of strategic cross-marketing is the cooperation of the McDonald's restaurant chain and the Coca-Cola company.

In addition to the two main types of cross-marketing, one more can be distinguished - cross-cultural marketing, when companies from different countries cooperate.

In what cases can cross-marketing be used?

Everything would be too simple if there were no restrictions on the use of joint marketing.

Cross marketing cannot be used if:

• Your organization and the intended partner company offer products in different price segments. For example, if a beauty salon located in the premium segment starts giving its clients cheap nail polish, it will lose its clients and ruin its image.
• The target audience of your company and the intended partner company does not match. For example, your salon exclusively caters to men, and your partner company produces and sells colored nail polishes.
• It is not advisable to cooperate with a company that sells products that are in no way related to yours.
• Your product and your partner’s product should not compete with each other.

Cross Marketing Tools

You can collaborate both offline and online. Cross-marketing in the online space is called CPA (Cost per Action) or payment per action.

In this case, you cooperate with advertising platforms (Internet resources) that place your ad on their websites to provide you with the maximum number of clicks or purchases. You only pay for attracted clients, so there is some kind of cooperation between the customer and the contractor.
Cross-marketing and CPA tools are shown in the table.

Cross marketing		CPA (affiliate networks)
	An example of this cross-marketing tool is the joint advertising campaign of McDonald's and Coca-Cola - “Together it tastes better”
Cross promotions	Cooperation between the Perekrestok supermarket and the Sunlight jewelry store, mentioned above
Joint events	For example, tasting a product in a supermarket	Popup windows
Selling goods from a partner company	Again, as an example, we can cite the cooperation between McDonald's and Coca-Cola.	Push notifications
		Native advertising	An article mentioning a product or other type of advertising that merges with the content of the resource chosen as an advertising platform

Step-by-step instructions for using cross-marketing

The entire process of building a cross-marketing campaign can be represented in the following 6 stages:

1. Setting cross-marketing campaign goals. They must be expressed in specific numerical terms. For example, an increase in sales by 15%.
2. Selecting partner companies, discussing the terms of partnership and upcoming events. Here it is important to take into account all the above conditions for accepting a partnership. You can find companies ready for partnership on the official website of the Russian Joint Marketing Association;
3. Calculation of an approximate budget and designation of terms of cooperation;
4. Development of a cross-marketing campaign plan (together with a partner). At this stage, we approve upcoming events, determine those responsible, schedule the timing of each event, assign sanctions and bonuses for the partner;
5. Launch of a cross-PR campaign;
6. Analysis of results.

Example. Cross-marketing campaign for an online store selling hair care products. Our product is presented in the premium segment.

1. Goal: increase sales of products from the line “for women” by 10%;
2. Partner: beauty salon “Krasotka”. The premium segment provides hair and nail care services for women;
3. Advertising campaign budget: 10,000 rubles;
4. Activities: use of our products by salon technicians during work, presentation of the useful properties of the product by salon employees during the provision of services, followed by an offer of funds for purchase; Terms: 3 months; Responsible: beauty salon administrator; Benefit of the salon: free provision of hair care products; Sanctions: financial compensation;
5. Let's launch;
6. Let's analyze the results.