Cross-marketing creates winning campaign for a new product

Last month was Colon Cancer Awareness Month, and I ran across a brilliant example of cross-marketing that effectively marries online advertising, traditional marketing and cause-related marketing to introduce a new product.

Here's what happened:

1. An advertisement for a non-intrusive colon cancer test that can be used at home came across my computer screen. The ad is targeted to my age demographic with a headline that is intriguing. I rarely do this, but I click on the ad.

2. The ad takes me to a well-designed action page inviting me to "Become a colon cancer champion" by sending for a free kit that includes a branded T-shirt. Again, I rarely do this, but I filled out the form, allowing the company to capture my contact information. Now, I'm listed in their database for the rest of my life, but who cares?

3. The kit arrives right away by snail mail and is packaged in a high-quality presentation box. The T-shirt itself is impressive -- a lightweight, silky, cool-dry garment in just my size. The kit also includes about 10, high-gloss, oversized double-sided printed cards with instructions for me to give them away to friends and family. They, too, can "be a colon cancer champion."

4. I receive an email three days later, asking me to take a selfie of myself wearing the shirt and post it on my Facebook page and Instagram with a specific hashtag. While I'm on Facebook, I go to the product page and join nearly 15,000 other colon cancer champions like myself who "like" the page.

5. I actually start giving out the cards to people I think might be interested in the product. Again, I never do this! It is stated succinctly in the advertising copy that the product requires a prescription, and it is covered by Medicare. Testing is a DIY effort, requires no special preparation and little down time -- as in away-from-work time. And the test "finds 92 (percent) of colon cancers" with an easily read disclaimer.

6. Intrigued by this all-inclusive marketing campaign, I start learning more about the product and its company on my own. Online I peruse short video clips, clever memes, Instagram photos and several well-designed offshoot websites that give me more information. I also note the company nobly offers basic information about colon cancer and its prevention. No, I'm not naïve, I'm impressed.

7. I wear the T-shirt to Kroger and three people ask me about it, and because I have educated myself I know what to say. I am a willing, walking billboard for a company I never knew existed before last month. Priceless.

Paige Henson is a local writer and a new media consultant for businesses and non-profits. Her email address is paigechenson@gmail.com.

This story was originally published April 5, 2016 at 10:01 PM with the headline "Cross-marketing creates winning campaign for a new product ."