Cross Promotion - Smart Marketing Move

This week’s Smart Marketing Move of the week goes to TWO companies, Doritos and Pepsi.

They have joined forces in radio commercials while both introducing a new sub-product. Pepsi now has Pepsi Max – Cease Fire, and Doritos now has 1st, 2nd, and 3rd degree burn flavors. The commercial went something along the lines of a male calling into 911 because the Doritos he just ate were so hot, so 911 instructed the gentleman to use Pepsi Cease Fire, with lime, to cool him down. It got the point across and got my curiosity. Exactly what they were going for in this commercial!

They even took the cross promotion further. They’ve included each product on their packaging. Smart! Although they are both owned by the same larger company, in consumer’s minds they are separate and that’s an even better reason to marry the two.

Lesson Learned: Cross Promotion can be a powerful source that is untapped. Even a small business can take advantage of this by partnering up with another local business where you will both benefit. Start thinking of your customers, where they shop, what they do and see if any businesses are interested in starting up a cross promotion. It could be your secret weapon.

Why do agencies and companies ignore facts?

In this case, I am referring to the baby boomer plus market. Agencies are constantly looking towards the younger crowds. Maybe in the 70's it was the younger crowds but now baby boomers are growing daily.

They are estimated to be 100 million and growing faster than the 18-34 year old group. They have more money to spend (est. $2.3 trillion) and they are 65% of the adult population! Wow.

Is it because the decision-makers at agencies are young and don’t think their parents have a life? Ignoring these facts and decisions being made on one's personal opinion or lifestyle is bad for most businesses. This is an excellent opportunity for those with open minds and the desire to think big and outside-the-box to have a major impact on their bottom line.

The Choices You Make in Business

I have always believed there are only four choices in business and life … do something or do nothing …Think negatively or act positively. It is amazing how many people make the wrong choices complaining about budgets, staffing or whatever other excuses makes them cover up their level of inaction. Even in "down" times history has shown those who are aggressive in tough times gain market share when the good times return. Plus tough time environment generates some of the most creative "outside the box" thinking. It just makes common sense.

If you have a Smart Move you have made, observed or read about email marketingsmartly@aol.com with the subject line SMART MOVES SUBMISSION. You contributions will be appreciated. You can even nominate each month some individual or firm you feel made a smart move for the Smart Marketing Move of the Month Award. Who knows they, as well as you, could benefit from such contributions..

-- Leslie Wolff, CEO Smart Marketing Group