A game is being played in which there are no losers

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After all, with such cooperation, the business develops at the expense of another brand, but at the same time does not take away part of the traffic, as would happen when launching advertising for competitive queries in contextual advertising.



Important: When choosing a partner for cross-marketing, pay special attention to the coincidence of the target audience , values ​​and positioning .

For example, if a company is actively italy consumer email list concerned about the environment and promotes this on its website, but chooses a supplier of petroleum products as a partner, this will go against its values ​​and alienate the audience.

What mechanics can be used:

promotions and bonuses, which are actively used in the construction and repair industry both in B2C and B2B. For example, one company offers floor coverings, another - lighting, they are not competitors, but complement each other profitably;
direct advertising on the partner's resource. This could be a banner or advertising after sending a feedback form, for example, in a thank-you window ("thank you for leaving your contact information, you can read the partner's offer"), a pop-up or a mailing with your advertising;
exchange of the database both in encrypted form, for example, for setting up advertising campaigns in Yandex.Direct or VK, and in open format, but with notification and permission from the clients themselves.
Important : such leads should be processed in a way that does not overshadow the partner. Ideally, especially when exchanging a database, use messages rather than calls. Remember that B2B clients will not appreciate sales "head-on" without warming up.