“Because, um, I don’t know, it’s one of the best promotion forms there are!” might be the answer you would hear in a few years’ time when most other companies are utilizing the full potential of cross-promotion. Cross-promotion, put simply, is a promotion technique where you target the customers of one product or service with a promotion of another product or service.
So, for example, if you’re in the sci-fi movie business, you can cross-promote your game with a store that sells action figures, and the store can cross-promote its action figures with your movie. Or if you’re an Arabic mobile games publisher, you can cross-promote your games with a store that sells mobile phones or internet subscriptions, or, which is much better and cheaper, you can cross-promote one of your games with another game you publish. And the best example for this is that big companies as Chillingo, BigFish, or Rovio are actually able to drive any app into TOP10 in US App Store without spending a single penny on advertising, they’re achieving this by cross-promoting in their existing apps.
Another great example of cross-promotion is Google’s Android and Nestle’s KitKat in 2013. Google called Nestle to ask if they can use KitKat to name their Android 4.4 version, and in less than 24 hours, the deal was struck and everyone was celebrating with Android-shaped KitKats. Google also did that with Nabisco for their Android Oreo in 2017, but it’s not as impressive as when it happened with KitKat, to be honest.
There are a lot of benefits to be gained from cross-promotion, but the primary one is that it helps you increase the marketing reach of your product or service by giving you access to an already established consumer base. It will also give more credit to your brand through collaborating and establishing partnerships with other businesses that have credibility in the market you’re in.
Choose your partners wisely.
This goes without saying, but the main thing to be aware of is that your partners are not your competitors. They should have similar products or services to the ones you provide, but it’s not a good idea to have an advertisement on your product from company that is offering the same thing. The company you’re planning to partner with should have a target audience that would have an interest in your product.
Cross-promote on Social media. Cross-promotion isn’t limited to ads on products. So, don’t just put your ads on your partners’ products and put their ads on your products, make sure you also cross-promote on your different social media accounts.
Another good cross-promotion technique is to exchange vouchers and premium features. So, for example, when someone purchases your product or service, you can give them a voucher or something equivalent to another product. This will give an incentive to customers, who have an interest in products similar to yours, to try your product. You can also add details about your partners in your newsletter, if you have one.
Another smart idea would to organize joint events with your partners. You’d gather your customers and theirs in the same place and expose them to your products, as well as announcing your partnership. For example, Arabic mobile game companies can hold an event with mobile device companies or even translation and localizing companies in the MENA.
Cross-promotion is just becoming bigger and bigger as more companies see and experience its impact on their businesses. Don’t let yourself lag behind and start engaging this technique in your products and services. You will soon feel its effectiveness and reap its benefits.