Hi i read an article on cross marketing,  how would i go about doing this what offers can i give the other business for advertising or promoting my company? i run a health club, and im looking to do some cross-marketing with some electronic stores. what do you think would work?

###

Jay’s Answer:   Think of cross-marketing as a partnership. You want something from them. They want something from you. Start by thinking what you can offer your partner: email list? Spotlight in marketing materials? A flyer in your foyer? A special evening that you host for your VIP clients?

Next, think of what they have that you want. A flyer? Discounted product?

That’s the what. Then the “who” – are the people likely to buy from them also the people you have as clients? How do you know? How exclusive are your clients? Your partner will want to know numbers: ages, demographics, buying habits, etc. You’ll likewise want to know about their clients.

Finally the offer. What’s the quid-pro-quo? How will you measure success of the partnership? How long will you stay partners? Will you be exclusive to each other? How can each of you back out (and why)? How much $ will you each invest in the partnership?