I've been noticing a lot of cross promotions lately, especially on television. John and Kate Gosselin and their 8 kids have been featured recently on the Food Network show Ace of Cakes. TLC featured two of their most popular shows together when the boys from American Chopper joined John & Kate Plus 8.

Cross promotion is a brilliant marketing strategy that I rarely see used in our industry. Here are a few benefits:

1. Advertising and promotion costs are inexpensive because multiple parties are sharing in the cost. This is a smart strategy in a down economy.

2. You can quickly earn credibility because you are attaching your name to a strong brand.

3. You can attract another companies customer base.

The producers of Ace of Cakes understand that by featuring Kate Gosselin and her kids, they will attract TLC's viewers and convert many into fans of their show.

I was reading Charlie Finding Nemo: Fish School (Disney Pixar) this morning and on the back cover I noticed the words "Brought to you by Huggies and Sam's Club". I asked my wife, Amy, where she got the book. "I got it for free in the box of Huggies from Sam's Club", she replied.

As I mentioned before, I rarely see this strategy used in our industry. I think there is room for it, especially in today's economy.

One of the best examples I've seen is a local garden center hosting weekend workshops for homeowners in which they bring in outside designers and experts to speak. It's a win-win all around.

You could also advertise with a non-competitor. For example, what if you placed an advertisement in a local glossy lifestyle magazine along with an architecture firm you collaborate with?

What if you organized a garden tour featuring gardens created by some of the best designers in your area, not just yourself? You would get instant credibility by association.

Do you have an example of cross promotion to share? I'd love to hear your ideas and experiences. You can leave a comment below. PLEASE, NO COMMENTS ABOUT JOHN AND KATE :-)

To your success,

Chris Heiler, Editor

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