Cross-Promotion: A key to Marketing Success in Today’s Rapidly Changing Business Climate

With an economic climate that has not been friendly to advertising budgets, Cross-Promotion has been increasing as a cost-effective means of advertising several products to a broad market base.

ABC gets my vote on the effective use of cross-promotion. Good Morning America (GMA) is replete with cross-promotions with other ABC programming, with other products, celebrities, TV shows and events.

It seems apparent to me they are going after the 18-35 market, using a lot of pop culture content that appeals to this market segment. They also seem to entice the baby boomers as well with guest appearances from bands and celebrities to which boomers can relate.

Cross-promotion is a cost-effective and necessary part of today’s challenging marketplace. The more a TV show or personality is out there and talked about, the stronger the brand/name recognition and the more likely viewers are likely to retain or gain interest, and remember/look forward to seeing future related offerings…

– Geri Konstantin

4 Minute Infomercials Gaining Ground

I have noticed a trend in the popularity of 4 minute infomercials, signaling the apparent success of what I will term the “mini-infomercial.” Why is this important? It is important because as the media we use daily change and consumer usage of media vehicles changes, the more creative we must be in our marketing and advertising decisions.

As recently as five years ago if you asked if an effective infomercial could be done in less than 30 minute, chances are you would be told no – that you have to build up the relationship with the prospective consumer and allow the product(s) to be demonstrated or told about to be effectively sold. Not so any more as marketers come up with this new combination of solid TV advertising techniques with the luring hooks of tested infomercials.

– Geri Konstantin

Interactive Television Makes its Appearance in “The Glass House”

For the last couple years the term “interactive television” has been tossed about. It has been projected to be the wave of the future and it was just a matter of time till it became a reality. After all, shows like “American Idol,” and “Dancing with the Stars” have been based heavilly on viewer preferences through voting for many years and the benefits of voter participation breeding viewer loyalty have been evident.

This new show, under the genre of a “transparent reality” show, takes it a couple steps further, encouraging viewers to actively participate with the content of the show, selecting what the contestants will do and wear, and intertwining it with active participation in social media such as Facebook and on abc.com.

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Geri Stunz Konstantin

Expert Training for becoming a Creative Advertising Professional