“the cooperative marketing by two or more companies of one another’s products.”
Cross-promotion is a form of marketing where customers of one product or service are targeted with a promotion of a related product. A typical example is cross-media marketing of a brand, for example, Oprah Winfrey’s promotion on her television show of her books, magazines and website.
Cross-promotion may involve two or more companies working together in promoting a service or product, in a way that benefits both. For example, a mobile phone network may work together with a popular music artist and package some of their songs as exclusive ringtones – promoting these ringtones can benefit both the network and the artist.
Some major corporations, for example, Burger King, have a long history of cross-promotion with a range of partners. Burger King’s first successful cross-promotional campaign was in 1977. It offered several collectible items, such as posters, glasses and sticker sets that featured scenes and characters from Star Wars. During the 1984 television premiere of Star Wars, Burger King commercials were featured prominently.
The Disney Channel has also made extensive use of cross-promotion.
Movie tie-ins are good examples of cross-promotion.
- Cost of promotion is less
- Win-win situation for both parties
- Cross-promotion marketing is the easiest and often one of the most successful marketing strategies
- Both businesses can promote themselves simultaneously
Co-marketing and co-branding are particular forms of cross-promotion.