Cross Promotion Ideas?
Looking for a little help. What kind of companies could do cross promotions with a company that sells organic, all natural frozen foods? One idea I had was to do a cross promotion with companies like Amana or LG that sell conventional and microwave ovens.
They would advertise their company on the natural food company's packaging in exchange for them including promotional material or discount coupons in the ovens.
They would advertise their company on the natural food company's packaging in exchange for them including promotional material or discount coupons in the ovens.
Replies to This Discussion
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Permalink Reply by Tim Corrigan on -
Hey Dailey,
I freelance produce cross promos for a major broadcast network in Canada and have cross promoted all types of products with the network's on air personalities such as designers or celebrity chefs.
A natural fit would be an on air celebrity chef.
One of the benefits of TV promos with such a network is that they have an internal one stop shop including marketing, all production/post production, and media buying as they own the channels. Obviously they also have full access to their on air personalities and the ability to incorporate your product into their shows.
I realize this is a high end solution but a solution none the less.
All the best,
TC
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Permalink Reply by Dailey Pike on -
Tim Baby! (In Los Angeles we call everyone baby!) Thanks for your reply. If I can ever share part of my brain with you let me know. The "baby" reference is from a Beverly Hillbillys episode in which Jethro wants to be a director and starts calling everyone "baby." When his Uncle Jed asks him why he says, "In Hollywood, we call everyone baby, baby." Map of Hollywood attached.
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Permalink Reply by Matt H on -
One thought that came to my mind immediately is when we (an arts organization) worked with a local organic bakery. We had an event that included a reception for attendees. The bakery came out and sort of catered for us - we got a price break and allowed them to staff the table and get the word out about their product. They handed out plenty of coupons and other promotional stuff.
I bring up the arts because their patrons (and staff - particularly professional dancers and actors) are perfect for that demographic. Most hold galas and other fundraising events.
They also, for the most part, operate on seasons, so maybe you could provide welcome bags at the beginning of the season, or going-away bags at the end of the season? Maybe provide buckslips to put into subscriber ticket envelopes. That works out great for us as we are able to provide a "perk" to all of our subscribers (i.e. as a gift for becoming a subscriber, Company A is giving you one free subscription to a magazine) and, of course, the company gets in front of the donors and subscribers.
Most will also offer you the ability to trade for advertising in their playbills and program books (e.g. we offer a local restaurant/catering company a full page ad in our program book and we get that $ value of catering/food for any events we hold, so it really works out twice for her in getting her name out there. Event attendees get to see her ad, then they get to try her food.)
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Permalink Reply by Dailey Pike on
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Hello Matt,
I now owe you a share of my brain. Call on me whenever it's needed.
It's a gala day! And a gal a day is about all I can handle.
That's a Groucho joke.
Thanks for the idea.
I'm going to give that a shot since there's a ton of theaters in L.A. and they all need money.
Best regards,
Dailey
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Permalink Reply by Steve McNamara on -
Hi Dailey:
Great ideas from Tim and Matt, one focused nationally the other locally.
Rather than a specific partner, I have an approach to suggest, which is that you call sales reps at your local independent & network affiliated TV stations and ask them to identify potential promo partners.
Cordially, Steve
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Permalink Reply by Dailey Pike on
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Gracias Steve,
I'll try that. Anytime I can help you feel free to ask.
Random Chuck Norris fact: Chuck Norris doesn't make you cry uncle, he makes you cry your whole family tree.
Dailey
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Permalink Reply by Jack Goldenberg on
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Try the premiere grocery store in the East, maybe in the country, Stew Leonard's. To call Stew Leonard a grocery store is like calling (just put in any ridiculous comparison HERE and that will work). I think there are three mega-stores in the chain. People drive two hours just to shop there.
Besides eating on premises anything from crab cakes, lobster rolls to hamburgers, Stew's has animated figures throughout the store, a coffee bar, more and better baked goods than you'll fine in a bakery, and generaly more food than you find anywhere else, even Wegman;s.
My numbers aren't correct, but here's an example of how successful and well known Stew Leonard's is. If most supermarkets do $30 a square foot, Stew Leonard's does $300 a sq. foot.
Stew's was the store where Paul Newman launched his mega-empire of products. Newman's name was HOT, but Stew Leonard's built the market.
One of the best thing you can do with Stew Leonard's IF you can get your product sold there is sampling. The store has sampling down to an art, you can go there and try so many things, you'll think you had dinner.
I haven't totally given you the flavor of this 3-store chain that has been written up many times as one of the leading supermarkets in the country.
Anyway, I just goofled Stew Leanoard's and came up with 2 more facts worth knowing. They are cpnsidered (among other things) the world's largest dairy. Also, Fortune Magazine just vited Stew Leonard's one of the best places to work in 2008.
Don't know where you're located, but Stew's is in Connecticut. If you can check out
Jack Goldenberg
obamawatches.com
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Permalink Reply by Sharon Hill on -
How about fitness centers, sporting goods stores, and sites/firms such as RX.com (or is the latter contrary to what you're teaching? ) I'd find a way to get a focus group together of people that eat organic all-natural foods and find out what they do on a daily basis - where do they go, what do they do for fun, what organizations do they belong to? Once you find a pattern you'll have your target cross promotion companies. Now the question is how to find the folks to be part of the focus group. Well, do you have customers now? If so you might reach out to them and offer them some incentive for participation. Or if you don't have a site, create one. If you do have a site make sure it allows for customer profiles. Study those. Offer a free e-mail newsletter and in the registration ask questions about where they shop, what they do for fun, what are five things they can't live without owning. etc. Ask them what they read, what sites they visit, etc. Let these be your guides.
If you don't have current customers go to your nearest fitness center, YMCA or health food store. Offer some incentive to the owners (and those that participate) to ask questions of their customers.
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