Edit ModuleShow Tags

Use these 7 tips to build cross-promotional partnerships for publicity and profit

Think about teaming up with another local business to save marketing dollars.


Have you ever teamed up with another business for a cross-promotion initiative to save marketing dollars? Think of all of the business owners you already know in your area—a florist, for example, or a real estate broker. Would any of them be open to the idea of pairing up to save?

Let’s look at what you need to do and consider to make this work in your favor.

Consider the differences. As with any promotional strategy, you’ll want to have a plan of attack before you start approaching other business owners. Take some time to figure out why someone would want to come to your pizzeria. What makes you different? What can someone get from you that cannot be gotten from anyone else? It might be your price, your quality or your innovative menu. Then look for potential partners with unique offerings of their own. Together, your promotion will stand out and get attention. 

Go beyond “What’s in it for me?” Once you know what you have to offer another business, remind yourself what your objectives are. Before you call or go meet with any prospective business ally, keep in mind that you are suggesting a marketing partnership—both parties have to get something out of the alliance. Think beyond, “What’s in it for me?” and give careful consideration to how this partnership will benefit the other business as well.

Search outside the box. Be creative in the businesses you approach. Try florists, dress shops, jewelers, tanning salons, photographers, hair salons or even car washes. Take a closer look at professionals such as realtors, website designers, publicists or printers, and think about direct mail companies, signage companies, bakeries, taxi services and car dealers. You could even forge a cross-promotion with a local newspaper, magazine, radio show or TV show. You never know who will be a good partner.

Start with who you know. With a pizzeria, this is a little easier because everyone loves pizza! You can swap ads on your websites, flyers, etc. and even exchange stacks of business cards. The best businesses to approach are those that you have some affiliation with, whether it be through the chamber of commerce, church or a civic club, such as the Rotary Club or Exchange Club.

Present a great offer. What type of offers should you present to other businesses? Try donating gift certificates to local florists and realtors to use as a value-
added gift for some of their best clients, and ask for an equal set of gift certificates for their businesses in return. Try to work with local radio and TV stations to barter advertising space as well as prizes.

 Ask about a raffle box. We’ve all seen the boxes offering a prize or discount for filling out an entry form or dropping your business card. This is a great tactic for gathering names of prospective customers because you’ll know that they’re interested in your pizzeria if you make the prize something such as a free pizza party. To maximize the power of the enter-to-win boxes, make sure there’s something in it that will encourage your partner’s clients to participate as well (i.e., a company pizza party at the end of the month).

Throw a party. Who doesn’t enjoy a party? When you’re launching a new menu or introducing a new appetizer line at your pizzeria, invite people in the community who have highly visible jobs to come in and try the menu. Target the opinion leaders in your community (PTA presidents, health club managers and bartenders) and ask them to bring a guest. When they’re at the party, you’ll have another opportunity to gather business cards and network.

Finally, remember to look ahead at what you envision the final result to be. Having a goal will help propel you toward success.

Liz Barrett is PMQ's editor at large.

Edit Module

Tell us what you think at or email.

Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags

Related Articles

What's Your Story? Skinny Bitch Pizza, Los Angeles, California

One entrepreneurial woman has found a niche with her delivery-only concept that serves cauliflower crust pizzas in photogenic pink boxes.

Fredi Bello: The Richest Man in the World

Fredi the Pizzaman may be one of the “little guys” of the pizza industry, but his integrity and passion make him a large presence in Michigan.

Do You Have the Fire Within to Go Mobile?

A Fire Within mobile wood-fired oven lets pizzeria owners take their signature taste out into the community.

The Chef’s Corner: Brittany Saxton, Six Hundred Downtown

This five-time world champion shares her recipe for the Mad Hatter.

What’s Your Story? Mert Sunnetcioglu, Mia Mia’s Pizzeria

How this ex-engineer quadrupled sales at his pint-sized pizza shop in just over three years.

How to Achieve a Better Par-Baked Pizza Crust

Use these 5 tips to finetune your par-bake dough formula.

Look Before You Lease: Choosing the Right Site for Your Pizzeria

Veteran operator Michael Androw details 7 key factors to consider when negotiating a lease for your next restaurant space.

Mixers to the Max: Getting the Most out of Your Dough Mixer

Experts help you choose the right model and features to keep your mixer in tip-top shape.

SpeedLine Solutions: How to Save Money on Credit Card Fees and Chargebacks:

Speedline’s Pay@ The Door lets pizzerias accept payment at the customer’s door upon delivery.

Marra Forni: Made in the USA vs. Imported Brick Ovens

Marra Forni founder Francesco Marra explains why buying domestic ovens is a better investment for pizzeria owners.
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags
Edit Module
Edit ModuleShow Tags
Edit ModuleShow Tags