A train track with a sign that depicts an X/cross

Cross marketing ideas to increase brand awareness

June 17, 2022

Cross marketing is a partnership strategy that is used by businesses to promote each other’s goods and services. It’s an effective way to help a brand reach a wider audience of people and make them more aware of its offerings. 

Benefits of cross marketing

Cross marketing offers a number of benefits for brands. These benefits include:

  • Increased sales 
  • Improved brand awareness 
  • Reduced advertising costs 
  • Long term business relationships 
  • Increased customer loyalty 
  • Expand your offering 

There are various cross marketing strategies that brands can use to effectively attract their target market.

Create a joint product or service

Partnering on a product or service can help your brand sell more than if you were selling individually. A great way to cross market is to consider creating bundles with a company that sells similar products or services, allowing customers to purchase a bundle at a great price. Customers may recognize one of the brands and be inclined to purchase, or they’ll be intrigued by the collaboration, which increases brand awareness, loyalty and sales.

Use cross-promotional emails

Email marketing is still one of the most effective ways to reach an audience. With the ROI being $36 for every $1 spent, it’s no surprise that it remains a key part of business’ marketing strategies. Sending cross promotional emails is a good way to advertise to your audience and your partner’s audience. It can help with boosting advertising for rewards, discounts, bundles and other collaborative projects.

Leverage social media

Social media is undoubtedly one of the most important platforms that brands can use to attract customers. This is why it should play a role in your cross marketing tactics, even if you or your partner’s brand is a brick-and-mortar business. You and your cross marketing partner should post images and videos of each other’s products and services or any collaborations you’re doing. This will expose both of you to different audiences, thereby helping you increase brand awareness.

Related: Brand partnership mistakes to avoid in 2022

Host in person events together

Co-hosting events with your partner can help you increase brand awareness and improve your business’ reputation, especially if it’s a local business. In person events can help you connect with your community in a way that online events can’t. The best part about this is you can also rally your attendees to document your event online through Instagram stories, reels, tweets, and other types of posts. By tagging your brand online, they’ll be helping you and your cross marketing partner reach a wider audience.

Offer joint giveaways and competitions

Everybody loves a good giveaway or competition, which is why it’s one of the easiest ways to attract attention to your brand. The result is obviously amplified when you cross market, because the other brand will be posting the competition across their platforms as well, which will put more eyes on your collaboration. The ideal giveaway prize can be a product or discount from both brands.

Give free samples 

Free samples will always be a winning strategy! You can ask the brand you’re partnering with to keep samples of your product in their store and you can do the same for them. If one of you sells services and not products, offer a free consultation or class instead. 

Share booths at trade shows

Trade shows are notoriously expensive, but they can be beneficial for brands who are looking to network and get their names out there. Partnering with a non-competitor that shares a similar target audience is a good way to halve the cost and market to people who may be unaware of your brand.

Offer rewards 

A reward system incentivizes customers who frequent your business and encourages them to keep coming back. You can offer your customers a discount from the store you’re collaborating with once they’ve bought from you a certain number of times.

Co-brand your advertising 

Advertising revenues are dwindling significantly across the globe while costs are skyrocketing. Partnership marketing is a great alternative to paid advertising, and cross marketing can help with sharing advertising costs to make it cheaper and more effective to reach your desired audience.

Create a pop up shop at a brick-and-mortar store

A shared space like a pop up shop at a brick-and-mortar store can increase consumer traffic. By hosting a pop up in your partner’s store, you can market to their customer base and they’ll benefit from having a pop up store that makes themes stand out from the competition.

Start a referral program

Referrals are one of the best ways to grow a business. Ask for referrals from a business you’re partnering with and return the favor.

Co-host online events, YouTube shows, or podcasts

Improve your online presence by partnering with another brand and co-hosting online webinars, a YouTube show or a podcast. Make sure you share similar values and goals so that your partnership can work out in the long term.