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Chi cross marketing presentation 2010 march

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Chi cross marketing presentation 2010 march

  1. 2. Cross-marketing strategies that work and can help grow your business Presented By: Jane Cooper, President Tim Montgomery, Vice President Cooper Hong Inc. Tuesday, March 8, 2010 Downtown St. Charles Partnership Business Development Breakfast
  2. 3. Jane Cooper, President <ul><li>Seasoned professional with more than 20 years of experience in business-to-business PR and marketing communications. </li></ul><ul><li>Named “PR Person of the Year” by PICA (Publications In Construction & Agriculture. </li></ul><ul><li>Clients include Association of Equipment Manufacturers, Case Construction Equipment, Drendel & Jansons Law Group, Elitegen, Federal Signal, Norris Cultural Arts Center, Titan Plumbing. </li></ul><ul><li>Areas of expertise include corporate communications, dealer/distributor communications and international communications. </li></ul><ul><li>Spearheaded a cross-marketing campaign for Case benefiting Habitat for Humanity that earned the PRSA Silver Anvil Award of Excellence. </li></ul><ul><li>Former trade press editor and published author of fiction and nonfiction. Conversant in Mandarin Chinese. </li></ul>
  3. 4. Tim Montgomery, Vice President <ul><li>20-year career spanning advertising, branding, copywriting, journalism, media and public relations, strategic marketing communications and technical writing from both agency and client perspectives. </li></ul><ul><li>Clients: Continental Airlines, Echo Incorporated, Elgin Sweeper, IDOT, Lake Lawn Resort, NEC Technologies, New Holland Construction and the Topps Company. </li></ul><ul><li>Local clients have included the Downtown St. Charles Partnership and Pheasant Run Resort. </li></ul><ul><li>Has implemented strategic marketing communications campaigns that have garnered attention on a national, regional and local basis. </li></ul>
  4. 5. What is cross-marketing? <ul><ul><li>A partnership of at least two companies or organizations pooling specific resources in order to target a common market with the mutual goal of increased visibility, good will, and cost savings. </li></ul></ul>
  5. 6. Why cross-market? <ul><ul><li>We all need to do more with less. </li></ul></ul><ul><ul><li>We’re doing it at a time when traditional media outlets are experiencing challenges. </li></ul></ul>
  6. 7. Cross-marketing opportunities by business <ul><ul><li>Mortgage broker – real estate broker, moving company, appraisal or title company </li></ul></ul><ul><ul><li>Beauty shop – masseuse, jeweler, nail spa </li></ul></ul><ul><ul><li>Dry cleaner – clothing store or car wash </li></ul></ul><ul><ul><li>Kitchenware shop – florist, super market, furniture store </li></ul></ul><ul><li>Bookstore – anything you can write a book about! </li></ul>
  7. 8. Cross-marketing opportunities by event <ul><ul><li>Holidays </li></ul></ul><ul><ul><li>Festivals </li></ul></ul><ul><ul><li>Community Events </li></ul></ul>
  8. 9. How cross-marketing can help your dollars go further <ul><ul><li>Expanding your customer base </li></ul></ul><ul><ul><li>Time savings </li></ul></ul><ul><ul><li>Cost savings </li></ul></ul><ul><ul><li>Enhanced reputation </li></ul></ul><ul><ul><li>Increased creativity and innovation </li></ul></ul>
  9. 10. Cross-marketing benefits: Expanded customer base <ul><li>Two partners = two customer databases or two venues full of walk-in customers </li></ul><ul><li>Three partners = three customer databases or three venues full of walk-in customers. </li></ul><ul><li>And so on. </li></ul><ul><li>But there are limits. You need to be able to manage the promotion. </li></ul>
  10. 11. Cross-marketing benefits: Time savings <ul><li>Because the participating businesses are putting in a lot of effort to promote each other and themselves, more people are reached at a quicker pace. The workload gets distributed among the two or more businesses. </li></ul>
  11. 12. Cross-marketing benefits: Enhanced reputation <ul><li>You and your co-promoter effectively gain each other’s endorsements. </li></ul><ul><li>  </li></ul>
  12. 13. Cross-marketing benefits: Increased creativity and innovation <ul><li>The benefits of brainstorming and collaboration: Two heads really are better than one. </li></ul><ul><li>  </li></ul>
  13. 14. Four steps to effective cross-marketing <ul><li>Understand your customers. </li></ul><ul><li>Identify the businesses that target similar customers. </li></ul><ul><li>Find benefits for both parties. </li></ul><ul><li>Develop and implement the campaign. </li></ul><ul><li>  </li></ul>
  14. 15. 1) Understand your customers. <ul><li>Who are they? Ages, gender, income, marital status? </li></ul><ul><li>What are their values? </li></ul><ul><li>What do they read and how do they get their info? </li></ul><ul><li>What leisure activities interest them? </li></ul><ul><li>How do they find out about your offerings? </li></ul><ul><li>Where else do they spend their money? </li></ul><ul><li>What products or services do they need that are related to what you provide? </li></ul><ul><li>  </li></ul>
  15. 16. 2) Identify businesses that target similar customers. <ul><li>Make a list. </li></ul><ul><li>Be creative. </li></ul><ul><li>Look for common values. </li></ul><ul><li>  </li></ul>
  16. 17. 3) Find benefits for both parties. <ul><li>Needs to be something for everyone – increased customer base, increased loyalty, greater good will. </li></ul><ul><li>Need to agree on the shared opportunity – what you’re interested in advertising, PR, direct mail, e-mail, mutual Web links, Facebook or Twitter mentions. </li></ul><ul><li>Need to consider what you may be prepared to offer your partner’s customer—one extra item, a discount, an punch on your customer-loyalty card? </li></ul><ul><li>  </li></ul>
  17. 18. 4) Develop and implement the campaign. <ul><li>Meet to review: </li></ul><ul><ul><li>How you’ve promoted your individual services </li></ul></ul><ul><ul><li>Marketing communication channels you’ve tried – and with what success </li></ul></ul><ul><ul><li>Budgets </li></ul></ul><ul><ul><li>Tone (humorous, serious) </li></ul></ul><ul><li>Determine </li></ul><ul><ul><li>Offer </li></ul></ul><ul><ul><li>Channels </li></ul></ul><ul><ul><li>Expected duration </li></ul></ul><ul><ul><li>Measurement – what will you consider a success? </li></ul></ul><ul><li>  </li></ul>
  18. 19. Cross-marketing with non-profits <ul><ul><li>Find a good match – connected to your customer base, your values. </li></ul></ul><ul><ul><li>Consider in-kind services. </li></ul></ul><ul><ul><li>Give your best effort. </li></ul></ul><ul><li>  </li></ul>
  19. 20. Cross-marketing with non-profits: Case Construction Equipment and Habitat for Humanity <ul><li>Established relationships between 75+ Case dealer locations and their local Habitat for Humanity affiliates that netted $140,000 in cash contributions, dozens of skilled volunteers, millions of media viewers and continuing goodwill, as well as a two-percent increase in market share for Case loader/backhoes. Earned PRSA Silver Anvil Award of Excellence. </li></ul><ul><li>  </li></ul>
  20. 21. Cross-marketing examples
  21. 22. Cross-marketing examples
  22. 23. Cross-marketing examples <ul><li>American Express and small businesses. </li></ul>
  23. 24. Ways to cross-market <ul><li>Contests with mutual prizes </li></ul><ul><li>Time-sensitive discount displayed in each other’s stores, online, through advertising </li></ul><ul><li>Joint customer loyalty programs – easier to get 10 punches from two or three vs. one </li></ul><ul><li>In-store events for each other’s best customers </li></ul><ul><li>Specials available only for mutual customers </li></ul>
  24. 25. More ways to cross-market <ul><li>Shared POS – posters, signs, counter cards, door hangers </li></ul><ul><li>Shared direct mail and/or e-mail </li></ul><ul><li>Shared PR/publicity, including mutual mentions during speaking engagements or media interviews </li></ul><ul><li>Staff training so they know how to use your products or services with your partners’ </li></ul>
  25. 26. Even more ways to cross-market <ul><li>Fliers in each other’s shopping bags </li></ul><ul><li>Extra promo during your partner’s slow times </li></ul><ul><li>Joint messages on receipts or billing slips </li></ul><ul><li>Joint advertising – TV, radio, newspaper, magazine, Web </li></ul><ul><li>Web links </li></ul>
  26. 27. Time to roll up our sleeves <ul><li>Explore the opportunities in the room today. </li></ul><ul><li>Consider: </li></ul><ul><li>Possible partners </li></ul><ul><li>Possible offers </li></ul><ul><li>Possible media channels </li></ul><ul><li>Potential benefits </li></ul>
  27. 28. Time to roll up our sleeves <ul><li>Explore the opportunities in the room today. </li></ul><ul><li>Consider: </li></ul><ul><li>Possible partners </li></ul><ul><li>Possible offers </li></ul><ul><li>Possible media channels </li></ul><ul><li>Potential benefits </li></ul>
  28. 29. Thank you for your time this morning! <ul><li>Experience the Power of CHI </li></ul><ul><li>Cooper Hong Inc. </li></ul><ul><li>2560 Foxfield Road, Suite 320 </li></ul><ul><li>St. Charles, IL 60174 </li></ul><ul><li>630/377-2555 </li></ul><ul><li>www.cooperhong.com </li></ul><ul><li>Jane Cooper: jcooper@cooperhong.com </li></ul><ul><li>Tim Montgomery: tmontgomery@cooperhong.com </li></ul>

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