What is Cross-Promotion: Ideas and Examples

What is Cross-Promotion_ Ideas and Examples _ MediaOne Marketing Singapore

Hello there! Have you ever heard of cross-promotion? If you’re looking to push your business to new heights, it’s a term you absolutely must be familiar with. Cross-promotion has the potential to drive unprecedented growth for your company, helping you reach new audiences and even strengthen your relationships with existing customers.

In this blog post, we’ll dive into the wonderful world of cross-promotion, guiding you through what it is, its benefits, how you can leverage it, and sharing examples that will leave you feeling inspired. By the time you’re finished reading, you’ll be brimming with ideas and raring to try out cross-promotion for yourself!

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What is Cross-Promotion?

To begin, let’s get the basics straight. Cross-promotion is a marketing strategy where two or more businesses promote each other’s products or services. The goal is to reach a broader audience, generate more sales, and benefit from shared resources.

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Cross-promotion can be a fantastic method of extending your brand’s reach without blowing your budget. It’s like teaming up with a mate to complete a task – working together can often produce better results than going it alone.

Why Cross-Promotion?

So, why should your business consider cross-promotion? Well, there are several reasons:

  • Extended reach: Cross-promotion can help your brand reach new audiences that you may not have been able to connect with otherwise.
  • Cost-effective: This method is often more budget-friendly compared to other marketing strategies, as costs are shared or, in some cases, non-existent!
  • Increased credibility: By associating with other respected brands, you can enhance your business’s credibility and trustworthiness in the eyes of consumers.
  • Diverse content: Cross-promotion can offer a breath of fresh air to your content strategy, introducing new perspectives and keeping things interesting for your audience.
  • Mutual growth: All parties involved in the cross-promotion can experience benefits, helping each other grow and succeed.

Feeling intrigued? Fantastic! Let’s move on to the fun part: cross-promotion ideas and how you can use them to your advantage.

Innovative Cross-Promotion Ideas

Innovative Cross-Promotion Ideas

Cross-promotion isn’t just about slapping your logo on someone else’s product and hoping for the best. It’s about creating a synergistic relationship that adds value for all parties involved – your business, your partner’s business, and most importantly, the customers.

Here are a few exciting cross-promotion ideas:

Collaborative Content Creation

Consider collaborating with another brand to create valuable content. This could be a webinar, a podcast, a blog post, an eBook – anything that provides value to your audience. The key here is to choose a partner with complementary expertise, so the content is diverse and interesting.

Social Media Shout-outs

One of the simplest yet most effective cross-promotion strategies is giving each other shout-outs on social media. This could be as straightforward as sharing each other’s posts, or you could take it a step further and co-host a live video or create a joint social media campaign.

Bundle Deals

Who doesn’t love a good deal? Consider partnering with a complementary business to offer a bundle deal. For example, a coffee shop might team up with a local bakery to offer a coffee and pastry bundle. The possibilities are endless!

Contests and Giveaways

Contests and giveaways can generate a lot of buzz and engagement. Partner with another brand to provide an even more exciting prize, and promote the contest across both brands’ channels for maximum reach.

Guest Blogging

Guest blogging can be a fantastic way to reach a new audience and share your expertise. You write a blog post for your partner’s website, and they write one for yours – it’s a win-win situation!

Are you ready to jump into some examples of successful cross-promotions? Fabulous! Here we go:

Real-life Examples of Cross-Promotion Success

Real-life Examples of Cross-Promotion Success

To bring our conversation about cross-promotion to life, let’s dive into some inspiring examples of brands that have hit the jackpot with their cross-promotion strategies.

Uber and Spotify: Music on the Go

In 2014, ride-hailing service Uber and music streaming giant Spotify teamed up for a cross-promotion campaign. Uber riders could connect their Spotify accounts to their Uber profiles and control the music during their ride. This created a personalised and fun experience for users, while showcasing the services of both companies.

GoPro and Red Bull: Extreme Sports Galore

In a fantastic example of brands with aligned target audiences partnering together, GoPro and Red Bull created a powerful cross-promotion. The action camera company and the energy drink brand collaborated on various extreme sports events. GoPro provided the technology to capture thrilling action footage, while Red Bull sponsored the events. This partnership resulted in stunning content and great exposure for both brands.

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Now that we’ve explored the exciting realm of cross-promotion, it’s over to you. Ready to find your perfect cross-promotion partner and start reaping the rewards? Remember, the goal is mutual growth and delivering added value to your customers.

Embrace the spirit of collaboration and watch as your business reaches new heights. Happy cross-promoting!

Cross-Promotion: Choosing the Right Partner

Partner selection is a crucial aspect of successful cross-promotion. To ensure that both parties reap maximum benefits, your partner should complement your brand and share similar values and audience. Here are some tips to help you pick the right partner:

  • Complementary offerings: Choose a business that complements yours. If you sell gym equipment, for instance, partnering with a health supplement brand makes sense.
  • Similar audience: Ensure you share a similar target audience. If your business targets millennials, you’ll want to partner with a brand that appeals to this demographic too.
  • Brand values: Your cross-promotion partner should share similar brand values to ensure seamless collaboration and resonate with your audience.
  • Credibility: Partner with a reputable brand. A credible partner can elevate your brand’s reputation and inspire trust among potential customers.

Crafting an Effective Cross-Promotion Strategy

Crafting an Effective Cross-Promotion Strategy

Having a strategic approach to cross-promotion is vital. You want to ensure that your collaboration creates a win-win situation for both parties and delights your audience. Here are steps to guide your cross-promotion strategy:

Define Your Goals

What do you hope to achieve through cross-promotion? Whether it’s expanding your audience, boosting sales, or enhancing brand visibility, defining your goals upfront will guide your strategy and measure success.

Identify a Suitable Partner

As discussed earlier, finding the right partner is crucial. Research potential partners carefully, considering their product offering, target audience, brand reputation, and values.

Propose the Partnership

Once you identify a potential partner, reach out with a compelling proposal. Clearly communicate the benefits they stand to gain from the partnership.

Develop a Joint Plan

Work together to develop a cross-promotion plan. This should include details about the promotion’s structure, channels for promotion, responsibilities of each party, and a timeline for implementation.

Execute the Cross-Promotion

Launch your cross-promotion campaign across your chosen channels. Ensure to monitor the campaign closely, addressing any hiccups promptly.

Evaluate the Results

After the cross-promotion period ends, evaluate the results against your set goals. What worked well? What didn’t? These insights can guide future cross-promotion initiatives.

Pitfalls to Avoid in Cross-Promotion

While cross-promotion can offer numerous benefits, certain pitfalls can undermine your efforts. Here are some to watch out for:

Incompatible Branding

Partnering with a brand whose image or values clash with yours can confuse your audience and hurt your brand reputation.

Neglecting to Set Clear Terms

Failing to set clear terms for the partnership can lead to misunderstandings and unequal contributions. Ensure all parties agree on responsibilities, costs, and the distribution of benefits.


While promoting your partner’s products or services, don’t forget your own. Keep a balance to ensure your brand doesn’t get overshadowed.

The Future of Cross-Promotion: Digital Trends

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With the digital world continually evolving, the future of cross-promotion is set to be exciting. Here’s a peek into what’s in store:

Influencer Cross-Promotion

Influencer marketing is booming, and influencers cross-promoting each other or brands is becoming increasingly common. This strategy can expose your brand to a vast and engaged audience.

Virtual and Augmented Reality

Virtual and augmented reality can elevate cross-promotion to a new level, allowing for immersive experiences that showcase multiple products or services in a fun and engaging way.

Blockchain and Cryptocurrency

Blockchain and cryptocurrency open new avenues for cross-promotion. Brands can collaborate to offer digital tokens, exclusive NFTs (Non-Fungible Tokens), or blockchain-based rewards.

Social Commerce

As social media platforms develop more e-commerce features, brands can cross-promote directly on these platforms, making it easier for customers to discover and purchase products.

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Deep Dive into Cross-Promotion Tactics

Let’s take a more in-depth look at some common cross-promotion tactics, and how they could work for your brand.

Co-Branded Products or Services

Co-branding involves two or more companies creating a product or service together, combining their strengths for a unique offering. This can be a powerful cross-promotion strategy as it showcases the capabilities of both businesses, often resulting in a product or service that has high appeal to the target audience.

Product Placement

This is a subtle form of cross-promotion where one brand’s product is featured in another brand’s content, such as videos, films, or social media posts. It’s an excellent method for brands to reach a wider audience without being overly promotional.

Joint Events and Webinars

Joint events, webinars, or workshops are a great way for businesses to cross-promote each other. These events can attract a larger audience because they offer a diverse range of content and perspectives.

Affiliate Marketing

In this type of cross-promotion, one business promotes another’s products or services, earning a commission for any sales that result from their referral. This encourages businesses to actively promote their partners, driving mutual growth.

Cross-Promotion and SEO: A Match Made in Heaven?

The benefits of cross-promotion extend beyond immediate sales and audience reach. They can also have a positive impact on your Search Engine Optimisation (SEO). Here’s how:

  • Backlinks: When you cross-promote with another brand, it often involves sharing content that links back to your website. These backlinks can improve your SEO, as search engines view them as a signal of trustworthiness and authority.
  • Content Variety: Search engines value fresh and varied content. Cross-promotion encourages the creation of diverse content types, keeping your website fresh and engaging.
  • Increased Traffic: Successful cross-promotion can significantly increase traffic to your website, another factor that can boost your SEO.

How to Measure the Success of Your Cross-Promotion


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Just like any marketing strategy, it’s important to measure the success of your cross-promotion efforts. This not only helps you see the return on your investment but also provides insights for future cross-promotion initiatives. Here are some metrics you might consider tracking:

  • Reach: How many people did your cross-promotion reach? This can give you an idea of how much your audience has expanded through the partnership.
  • Engagement: How many likes, comments, shares, and clicks did your cross-promotion content receive? High engagement often means the content resonated well with your audience.
  • Sales: Track the number of sales that can be directly attributed to your cross-promotion efforts.
  • Website Traffic: Monitor your website analytics to see if there’s been an increase in traffic during your cross-promotion campaign.

Case Studies: More Cross-Promotion Success Stories

Let’s delve into more real-world examples to see how other brands have successfully used cross-promotion.

Airbnb and Flipboard: Inspiring Travel Stories

Airbnb and Flipboard collaborated on a cross-promotion campaign that brought travel stories to life. Airbnb provided inspiring travel content, while Flipboard offered its platform as a medium for sharing these stories. The campaign successfully drove engagement and highlighted both brands’ strengths.

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Mailchimp and Square: E-commerce Boost

Mailchimp, an email marketing platform, and Square, a payment processing company, joined forces to help small businesses set up online stores. This partnership showcased how the two services could work together to facilitate e-commerce, helping both brands reach new audiences.

In conclusion, cross-promotion offers a plethora of benefits, from extending your audience reach and saving on marketing costs to boosting brand credibility and diversifying your content. With the right partner and strategy in place, cross-promotion could be just the ticket to propel your business to new heights. It’s a fascinating marketing adventure that opens up a world of opportunities. So, why not give it a whirl? Happy cross-promoting!


In today’s competitive business landscape, cross-promotion stands as a powerful strategy to expand your reach, build brand credibility, and drive growth. By picking the right partner and avoiding common pitfalls, you can harness the benefits of cross-promotion to elevate your business to new heights.

Remember, the key to a successful cross-promotion is mutual benefit and adding value for your customers. So, let’s get cross-promoting, and here’s to your success!

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

Social Media




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