Synergy Marketing is a smart way of doing cross-promotion between different customers by taking advantage of matching partnerships. The agency for which I was working for had a customer-base with some complementary services and, sometimes, similar targets. By unifying actions you can optimise your budget and make your clients to save some money while organising bigger actions, events or campaigns.
We had as clients some of the biggest companies and brands in the country.
If a business needed to promote a product, we had the chance to use the Shopping Centre spaces; these events were included in the Shopping Centre's Marketing plan as it helped to their purpose of being a very active place that offered endless entertainment.
If we created a new product such as a gastronomic magazine, we offered our client named Andorra Park Hotel to sponsor it to provide them a channel to present their contents (read more about Product Marketing here).
If we had to commercialise the cinema's advertisement, we included spot production as a necessary action in the Marketing plan of every single client (read more about Commercial Marketing here).
If we had several media, we cross-promoted contents or even created a sponsored section on each other’s blog (read more about Content Marketing here).
If we organised events related to hospitality, we made sure we had a spot available for our clients and partners in the sector.
These are just some examples of the synergies we can set up if we lead events, media or if we have a big customer-base. It becomes like a wheel that benefits everyone.