Cross Promotion (3/3)

4) Explain that you will give your partner’s business the credit for ht especial discount. Present it as an added value he or she can give customers to thank them for their business. 5) Find out your partner’s average customer count for an agreed-upon time period, generally no loner than two weeks, so you can print up the right number of coupons. 6) Get a copy of the business’ logo so you can design the coupon to read “Compliments of (partner’s logo).” 7) To thank them for their efforts it is always a good idea to give the owner or manager a free meal card or even invite them to lunch. You may choose to provide their employees with a discount card or coupon in appreciation of their efforts in distributing your effort. This discount should always be greater than the discount on the coupons that the employees will be passing out to customers. Two-way Cross Promotions Many of the same rules in the one-way explanation apply for setting up two-way cross promotions. However, in the two-way you are attempting to convince the prospective partner that both of you can generate more traffic by “ trading “ customer bases. You should explain all of the benefits of a cross promotion that you have already perceived in previous programs with other merchants. You may wish to show examples of the coupons or fliers you have used in previous efforts. Because both of you are going to benefit, you should try to convince your prospective partner to pay for half of the production and printing costs. You should also advise your partner to track the number of coupons returned. If you have selected your cross-promotional partner wisely – the same type of customers that visit your restaurant – he or she should be pleasantly surprised at the number returned in exchange for a very low investment in time and money. PROMOTING THE NEIGHBORHOOD RESTAURANT: A LOCAL STORE MARKETING MANUAL is complied by National Restaurant Association and published by Hotel& Restaurant Foundation. Founded in 1919, the National Restaurant Association is the leading business association for the restaurant industry. Together with the National Restaurant Association Educational Foundation, the Association's mission is to represent, educate and promote a rapidly growing industry that is comprised of 900,000 restaurant and foodservice outlets employing 12.2 million people.