The Coca-Cola Company

We’ve discussed cross-promotional marketing at length and these days; it’s more abundant than ever. Coke’s holiday cans, though controversial, were a nod to their partnership with the World Wildlife Fund. Coinstar now waives fees when you cash in for a Starbucks gift card or Gap e-certificate. And airline miles add up quickly and can be used, not only for flights, but online purchases as well! It never ceases to amaze me how effective marketing truly sets your brand apart and cross-promotional marketing, when done correctly, can be extremely effective.

At a recent trade show, I was blown away by the difference between the obvious industry leaders and everyone else. The leaders knew exactly how to get your attention (and isn’t that what marketing is in a nutshell?) Their message was clear, consistent and concise. The takeaways weren’t gimmicky and you left feeling informed, a cross-promotional success story!

A truly effective marketing campaign requires a solid strategy and integrating cross-promotional marketing maybe just the ticket!

What are your thoughts on cross-promotional marketing?  What effective cross-promotional strategies have you found?

In a world where men get manicures and women race IndyCar, leave it to the soft drink industry to stir up sexism. Dr. Pepper has created a controversial campaign, “It’s Not for Women” to make a diet soda appeal to men.

And frankly, it’s about time someone stirred the pot!! We’re so uptight, especially when it comes to advertising, about who we’re going to offend that no one says ANYTHING anymore. C’mon people, it’s FUNNY… And I’m a woman!! I’m not mad that they “accuse” me of liking romantic comedies… I DO like them! But so do a lot of men… Just as men drink diet soda, women drink beer and we shouldn’t feel badly about it.

Bottom’s up!

I would be remiss if I didn’t participate in the conversation surrounding Steve Jobs’ highly publicized passing earlier this week.

An American icon, Jobs is being called today’s Thomas Edison.  His remarkable role as Apple’s leader makes him synonymous with the brand.  Jobs, a pioneer in both marketing and technology, single-handedly changed these industries forever.

Although he was extremely private, he was infamous for his attention to detail and perfectionism.  His Stanford commencement address encapsulates his extraordinary life.  Our world is a better place because of him.  RIP.

If you’re anything like me, music is everywhere… And anywhere!  It’s my alarm in the morning, my drive into work, streaming from my computer all day and finally, it sings me to sleep.  So I got to thinking, with all the new technology as it relates to music, what do most people turn on?  Or maybe (like me) you have your iPod for running, CD player in your car and Pandora on your computer…

But if you had to pick just one, what would it be?  Feel free to leave a comment as well!

With literally thousands of social media tools at your disposal, it is not only important to know WHO your audience is but also WHERE they are. So much of the focus lies on, what I like to call, the Fab 4: Facebook, Twitter, LinkedIn and YouTube. But a true social media strategy is developed by working backward INTO the tools, rather than starting with them.

First, define your objectives. Once they have been delineated, start researching!! Who is your target market? Where do they hang out online? And what is the best campaign to reach out to them? Remember, establishing an online presence isn’t about YOU it’s about THEM!! And it’s not short-term… In the late 90’s Yahoo had the lion’s share of the search engine market while Google was nowhere to be found… Just because Facebook is the biggest thing today doesn’t mean it will be in 5 or 10 years.

Finally, engage your audience. The beauty of social media, when properly integrated into a campaign, is the ability to listen to what your customers want; even if the feedback is negative, this is the perfect opportunity to improve your offering. Ironically, we often become so engrossed in what is good for our business, we forget to focus on what is good for our customers… So define them, find them and LISTEN to them. Your business and your customers will thank you;-)

I have come across several articles recently about places people use their smartphones… Before they get out of bed in the morning, in the bathroom, even at the top of Mt. Everest – then it occurred to me, there are probably very few places (if any, since we’ve already covered Mt. Everest) that people DON’T use their smartphone!!

Personally, ever since I got my INCREDIBLE Droid, I’ll be the first to admit it has become like an appendage. If I don’t respond to you within the hour, either I’m dead or my battery is… But I do try to keep it in my purse during social engagements;-)

In an ever-increasing mobile society, we want to know… Is there anywhere you WON’T use your smartphone?

With Earth Week upon us and Earth Day just a few days away, green is everywhere! And companies are leveraging their conscience to get your attention. The idea is not new, however, since the release of ‘An Inconvenient Truth’ and the escalating debate over global warming, our green initiative is growing – and green marketing is making it all possible.

So what is green marketing? By definition, it is the marketing of products that are presumed to be environmentally safe. From LED light bulbs to hybrid cars, a campaign exists to promote the features and benefits of these greener gadgets. What sets ecological marketing apart is the added social responsibility component. Buying green is actually benefiting the consumer AND the environment. So what’s the catch? The rules are a little fast and loose when it comes to the regulations on “green” and cost is sometimes a prohibitive factor, but becoming a legitimate, environmentally friendly products or services provider is certainly a win-win strategy for the future.

Things to consider when greening your campaign:

• Target Market – would your consumers find value in a greener product?
• ROI – is going green affordable and/or profitable for your offering?
• Sustainability – is a green campaign sustainable for your company?

Happy Earth Week!

The suggestions made in everyday life are for such things as a good movie, great restaurant or swanky new nightclub. In marketing, they’re part of a sales strategy… The idea is exactly the same, whether we’re making a recommendation to a friend or selling ice to an Eskimo… We are advising others based on our experience or expertise. When used as a sales strategy, suggestion is often misunderstood, or thought of as “upselling,” but when approached correctly, a simple suggestion can make a significant impact on revenue as well as customer satisfaction.

I often think back to my days as a cocktail waitress on the deck of the Rusty Rudder. Not only was I a college student with few cares (other than passing my exams) but I was making money hand over fist, simply serving cocktails to tourists. I didn’t fully understand why the money was pouring in until I began to comprehend the science behind suggestion.

As the title implies, offering a suggestion is an extremely powerful sales tool. In the restaurant world, suggesting a dessert or beverage can increase your tip exponentially (as those are the two items marked-up most by restaurants.) Similarly, in retail, offering a complementary skirt to a jacket or belt to a pair of pants will increase your revenue and therefore, your commission. However, what you are actually doing is gaining the trust (and hopefully loyalty) of your customers. When you are interested in them and their purchases, you are creating a connection.

So, think of your “sales pitch” as a conversation with a friend… Recommend products based on the needs of your customers as opposed to an increase in your paycheck. Once you’ve established this groundwork, be sure and engage those new customers periodically. Find out if your recommendations worked and always be prepared to offer an alternative solution if your initial suggestion didn’t work out.

Any suggestions?

Introducing first, fighting out of the blue corner, weighing in at $950 million in funding, the current champion in group discounts – GROUPON!  And in the red corner, from Washington D.C., weighing in at $232 million in funding, fighting for the championship title, LivingSocial!

Who will win?  According to this recent blog post from Mashable, LivingSocial plans to overtake Groupon in 2012…  So what IS the deal with group coupons and are you buying it?

Let’s step into the ring… Groupon works as an assurance contract; whereby, if a certain number of people elect to participate in the daily deal, the offer is valid to all.  If the minimum number of required participants is not met, the offer is void.

Groupon makes a profit by splitting the discounted proceeds with the retailer.  In the case of, let’s say a spa, they take a $150 spa service and offer it to the consumer for half price (or $75.)  Then Groupon and the retailer split the $75 ($37.50 each.)  LivingSocial works similarly without any upfront costs.  Although LivingSocial started a year earlier than Groupon, it didn’t offer daily deals until more recently (which may be among the reasons for its recent surge in business.)  Another possible explanation is their recent Super Bowl Ad.

Blue or red, the group coupon trend is on the upswing and no matter who takes the title, this is a win-win for everyone involved!

Who do you think will win the battle of the bargains?

Last night I walked into Ralphs. I originally stopped at said Ralphs for a simple salad from their salad bar. But then I realized, while waiting in the checkout line, I could earn credits towards free Shell gasoline the more I purchased (and with gas prices teetering on $4/gallon – who doesn’t want free gas?!)

So I stepped out of line but before I could return to the aisles, I saw a Redbox kiosk and thought – hmmmm, a movie sure sounds good! But then I wouldn’t have enough cash for my salad… That’s when I spotted the Bank of America ATM, next to the Coinstar machine! So now, movie, salad, and a couple of snacks (towards my free gas) I start heading back to the line – only to be sidetracked again by a Coffee Bean & Tea Leaf kiosk (my favorite!) It was then I realized, Toto, we’re not JUST in Ralphs anymore…

Cross-promotional marketing is everywhere it seems and it’s not just supermarkets. Establishments such as McDonald’s and several convenience store chains have started incorporating multiple kiosks to create the ultimate shopping experience. This type of strategy is taking the marketing world by storm, especially as we continue to experience repercussions from our economic downturn. It’s also an excellent way for a newer product to leverage the success of an existing brand. In this Advantage article they outline the 3 steps to great cross promotion:

1. Understand your customers
2. Identify businesses that target similar customers
3. Find benefits for everyone involved

Properly executing a cross-promotional program is a win-win for everyone and although it prolongs a simple shopping trip for yours truly, it did end up saving me a whole lot in gasoline;-)

What other successful cross promotions can you identify?