Get creative with cross promotion

By Tom Borg

Get creative with cross-promotion efforts.

A few years ago, I helped a car wash client run a successful cross-promotion with a local auto parts store. What made the cross-promotion work was the fact that both businesses were aligned in purpose: they provided services and products to customers seeking solutions to their automotive needs.

Each had a strong base of regular customers. By inviting each other’s customers to take advantage of the special promotion, they created a win-win strategy.

How it works

My car wash client and I reached out to the auto parts store owner to discuss the concept and outline the benefits that each business would gain by working together. Both owners agreed that it was a good fit.
The owners decided to run the cross-promotion for just 30 days. This helped create a sense of urgency and encouraged customers to visit the other business promptly.

"By running a collaborative marketing strategy with like-minded businesses, you can meet more of your customers’ wants and needs, while also gaining new customers."

Next, we printed promotional cards and wall signs that explained the deals available to customers who visited both businesses.

The result? Both businesses experienced a noticeable increase in customer visits and purchases.

Start collaborating

By running a collaborative marketing strategy with like-minded businesses, you can meet more of your customers’ wants and needs, while also gaining new customers.

For a successful partnership, minimize overlap by assigning distinct product focuses to each store (e.g., one shop features nautical decor and another specializes in beachwear). Also, offer exclusive items only available through the collaborative network to drive visits to all participating locations.

After you identify partner(s), design a short-term promotion. Then, train your staff, create signage and track the results.

I’d love to hear how this works for you — and feel free to reach out if you have any questions. I’d be glad to help.

Tom Borg is a retail consultant, speaker and author of “True Small Business Brilliance.” Contact him at: 734-812-0526, tom@tomborg.com, www.tomborgconsulting.com