Cross Media Marketing helps brands sell more. It’s proven by the fact that you have a 60% to 70% chance of closing a new sale with an existing customer and only a 5% to 20% chance of closing it with a new customer. But you have to do it right because aggressive strategies no longer work.
Now, it is necessary to know the consumer very well and build loyalty so that it remains so in the long term. In this post we give you the keys to make your new cross media marketing strategies work.
What Is Cross Media Marketing?
Cross media marketing or cross selling is a sales strategy that consists of increasing the value of the consumers we already have. Or what is the same make a consumer buy more products than he wanted at first.
But how can we do it?
Offering the consumer what may interest him, but without imposing. Rather it is about suggesting a friendly sale. For example, if someone wants pants, you can show them other clothes to complete the look, such as a belt and shoes.
Types Of Cross Media Marketing
- Upselling: It is about suggesting something that improves the main purchase. Any optimization that improves your experience, high-end products, better features, etc. would enter here. As long as the added price is perceived as fair, the consumer will end up choosing it. The reason is that it is easier for brands to sell something related to what the consumer has already bought. For example when you order a pizza and they ask you if you want to add an extra ingredient?
- Complementary product or service: Cross media marketing consists of suggesting the purchase of a complementary product together with the main product. For example, someone who has just bought a car may be offered insurance or an extended warranty. Or if you buy a boiler, you can hire the same installation service at the same time.
How to be successful with cross media marketing?
Cross media marketing helps brands sell more. It’s proven by the fact that you have a 60% to 70% chance of closing a new sale with an existing customer and only a 5% to 20% chance of closing it with a new customer. But you have to do it right because aggressive strategies no longer work.
Now, In this post we give you the keys to make your new cross media marketing strategies work.
Keys To Make Cross Media Marketing Work
1- Establish lasting relationships with your consumers
All cross media marketing actions must be aimed at building consumer loyalty. To do this you have to know your consumers, communicate with them on a regular basis and offer them something that you know they are interested in.
2- Creative merchandising at the point of sale
Brands have to look for creative and different merchandising to stand out at the point of sale. Today, we have gone from industrial organization, by categories, to presenting articles according to customer needs. That’s why the following creative cross media marketing strategies are so successful:
Clustering
It consists of segmenting customers, associating products and categories that may be very different, but suitable for them. For example, the marketing legend according to which Walmart crossed the sales of diapers and beer, managing to increase the sales of both.
Thematic universes
It consists of discovering what topics interest the consumer in order to show them products associated with them. For example when taking advantage of the launch of a movie, or parties like Halloween or Christmas.
Multispaces
Sometimes, the sale of a product category can be reinforced by including a corner with different products or services, but that attract the same public.
3- Make recommendations online
Personalized recommendations, based on behavioral patterns, beyond specific sales, provide detailed information about users and serve to encourage both physical and online sales.
Remember that for your brand to be successful with cross media marketing, it is recommended that you go to an agency specialized in trade marketing such as print1.com, where we can lend you a hand with both the strategy and the merchandising at the physical or online point of sale.
