Cross marketing refers to the practice of working with a non-competitive retailer to enhance business opportunities for both parties. Any compatible product is a possible theme for cross marketing purposes, and travel presents a great opportunity because of how easily it can be linked to almost any theme.
Retailers make excellent cross marketing partners because they typically do not compete with travel agents and because it is easy to create real value by marketing together. When you pool your client list with that of the retailer, both benefit by leveraging the other’s circle of influence. When the retailer introduces you to his clients, you enjoy the inherent third party endorsement and trust the retailer has established with his own clients. Properly executed, the effect of a strong cross marketing program can be powerful. Read the rest of this entry »