In modern market conditions, the primary task of any travel company is to maintain continuous communication with existing and potential customers. One of the ways to effectively promote services and create a favorable company image is cross-marketing.
This technology appeared in Russia in the late 90s of the last century, it is based on the interaction of several organizations that have combined their efforts and resources for the purpose of joint production, promotion and sale of goods and services.
For many travel organizations, cross-marketing is a new technology. The main tools of this form of promotion include:
- organization of joint discount programs;
- cross-promotions with the provision of discounts or gift certificates to the partner's clients;
- production of joint advertising materials;
- joint info-stands at exhibitions;
- mutually beneficial cultural, educational and entertainment projects;
- common or neighboring location of retail space.
Cross-marketing is characterized by a number of benefits that can be achieved by joining forces. It:
- reduction of the advertising budget;
- raising the level of customer awareness about the activities and services of the travel company;
- increasing sales volumes;
- increasing the client base;
- reducing the cost of an advertising contact;
- use of new advertising resources that were previously unavailable.
Working within the framework of a partnership should be not only mutually beneficial, but also interesting for clients. It is believed that the best option for cooperation is cooperation with a company offering related products and services. The partners of the travel company can be enterprises from related fields, providing quality goods and allowing customers to save on cost and time.
For example, a beauty salon can provide vacation preparation services. Photo salons - services for printing photographs from rest. One of the travel agencies practices cross-promotion in conjunction with an orthopedic shoe salon, which allows customers to purchase quality footwear for long walks.
Despite the prospect of using cross-marketing, only a small number of companies are implementing cross-projects in their daily practice. One of the reasons why we have to abandon joint projects is the complex process of selecting partners. This problem is solved by the platform of the Russian Co-Marketing Association. On the free AKO-M platform, you can create a collaboration proposal and select partners online. To date, the Association has registered over 1000 companies from all over Russia and the CIS countries. Other online resources for finding partners are professional communities such as Marpeople.com and Vmarketinge.ru. Alternatively, you can reach out directly to potential partners in the entrepreneurial or social media marketer communities.
