Cross-promotion is an efficient way to breathe life into your communication strategy and, consequently, your well-being program. As consumers, we’re frequently exposed to this technique. In a well publicized example a few years ago, Google™ named its new Android™ operating system KitKat and relied on the Kit Kat® candy bar brand to stimulate interest. Nestlé, in turn, created a series of Kit Kat bars in the shape of Google’s Android mascot. Both companies reported that no money was exchanged in this agreement (techcrunch.com).
Cross-promotion of wellness programs has the potential to be even more targeted, primarily between related programs. And it doesn’t always have to be reciprocal. Biometric screening results, for example, can prompt participants to engage in your health coaching program; your coaching program can promote biometric screenings, but it doesn’t have to. Your objective is to optimize communications by integrating them into your offerings. Almost every message should promote something else to achieve a truly cumulative — or exponential — effect.
Say you’re conducting the HES HealthTrails program; customize the Web Resources page with links to related resources such as gym membership discounts. And partner with the appropriate person in your organization to get HealthTrails information to employees seeking gym membership discounts. (See what I did there? I used this article to cross-promote HealthTrails. Theoretically, the HealthTrails coordinator implementation guide could also encourage users to subscribe to Well-Being Practitioner.)
Running a stress management program? Customize the enrollment confirmation or weekly update with reminders about other resources, such as your EAP.
Written communications only scratch the surface of cross-promotion opportunities. I maintained collaborative relationships with our company cafeteria managers. When we ran a team-based campaign for eating 5-9 daily produce servings, we offered grab-and-go fruits and veggies, spotlighted with banners and labeling. The campaign promoted healthy menu options, and the new items promoted our campaign.
These cross-promotions were especially powerful because each mode of communication reached a target audience that may not have been tuned in to the other offering. Campaign emails and flyers may have gone unnoticed by cafeteria customers, and some campaign participants may not have otherwise considered that cafeteria item.
There’s no end to the possibilities for cross-promotion in a comprehensive wellness program.
Here are 3 tips to get you going:
No communication opportunity should go unused. Be creative in your use of cross-promotion and you’ll be amazed at how much easier it is to attract participants.