The Power Of Cross Selling


How brilliant is this?

We don't know whether Boots planned it or whether its a fantastic 'accident' – but eitherway, it's a wonderful example of cross-selling, not to mention how to make a customer smile while he/she is shopping.Why there is not more of this is beyond me … I mean, why do so many brands operate within the confines of their category advertising?  Sure, we appreciate some products have strict legislation about how they can advertise, but come on – there's loads of opportunities out there if you are willing to look for them.

Can you imagine how much awareness would be gained if a health company promoted a 'heart condition' medicine during the half-time segments of World Cup Football matches???  It would certainly stand out from all the beer and sport ads currently bombarding us – and it could be made relevant and engaging by explaining that following a team can put incredible pressure on your blood pressure [which is a scientific fact] so it is better to 'be safe than sorry'.

Or what about 'Depend', the incontinence people?  Couldn't they target footie-fans with a message saying their products ensure you never have to nip to the loo during a game?  I tell you what, nothing is more annoying than hearing a massive cheer just as you are 'mid-stream'.

Anyway, they're just a couple of stupid thoughts – but in a World where brands are saying it is harder and harder to differentiate themselves, maybe they should stop thinking interms of their category and start thinking interms of 'cross sell association'.


About this entry