| When is
the last time you stopped and smiled at the advertising message in front
of you? Do you no longer "see" most of the messages you
encounter? Your customers may have developed similar blind spots.
Ironically, as the technology used in advertising zooms up in
sophistication and "targeting," our interest and trust appears
to be sliding farther down. Just because we have
more options on the various screens of our lives doesn't mean we have
more compelling messages. In fact, many of the early users of technology
are spending less time "surfing" through their screens and
more time getting reconnected to a simpler life, often leaving their
portable phones, computers, and calendar keepers behind. Then how do we reach
our customers? Some of the best ways may be downright low tech but
genuinely high touch; that is, truly centered on how and where and when
the customer might most want to hear a message. Your most valuable
"marketing" assets aren't necessarily money but willingness to
depend more on your observation, imagination, values, and collaboration
with allies in your community whom you respect. Rely on these assets to
show your customers you "walk your talk" and to demonstrate
you care about serving them. Simply put,
cross-promotions are a way to reach out to people more imaginatively,
respectfully, and with less waste. In fact, you can have more success
and fun "marketing" your business, government, or cause when
you cross-promote than when you embark on a traditional advertising,
fund-raising, sales, political, or other promotional campaign. |
