September 19, 2012 at 12:29 PM
By James Glover
Once a Day Marketing
James Glover, That Branding Guy, provides the inspiration and ideas for you to market every day in his Once a Day Marketing video blog. Tune in daily to his short, entertaining and practical marketing and branding tips and watch your organization become more successful.
Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing. Today is Action Wednesday and we are focusing on creating co-promotions with the right partners.
Simply put, co-promotion is advertisement of your brand in partnership with another brand. For example, a winery in New Mexico producing a great red table wine might approach a restaurant and ask to have their wine featured on the menu. Then they cross promote; the winery would refer people to that restaurant and the restaurant may offer the wine at a special price.
The co-promotion relationship can also include event sponsorship. Your business may be the main sponsor of a large event. The event staff will promote the fact that you are the sponsor and you as a sponsor would co-promote and inform your customers of the event.
When I launched Once a Day Marketing™ I went to Santa Fe.com and chose that site, which is the top entertainment and calendar site in Santa Fe, as the place to launch my blog. Santa Fe.com is owned by Hutton Broadcasting, who owns six radio stations in town. Each year Hutton sponsors a great seminar to assist small businesses by providing them with marketing and branding information. This year I have been asked to be the keynote speaker at this event. In exchange for my services, Hutton is promoting Jim Glover, That Branding Guy, across all six radio stations. That’s a great relationship and a great cross-promotion between two companies.
For Action Wednesday I want you to consider developing strategies to cross-promote with potential partners. If you are able to establish a strong relationship with a partner, you will create awareness through their channels. This may mean your product/company is introduced to new potential customers.
Additionally, in a cross-promotion relationship you probably don’t have to bear all the costs of marketing. In my case, the radio station is picking up the cost of the advertisements. Cross-promotion is a powerful tool if you approach it the right way.
That concludes Action Wednesday. Join us tomorrow for Recon Thursday. To discuss an online or face to face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or firstname.lastname@example.org. I’m Jim Glover, That Branding Guy, for Once a Day Marketing™ and we’ll see you next time.
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