How to do a good job in cross-industry cooperation has become a classic case in everyone’s mouth!

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Brand marketing strategies are gradually diversifying. A common practice is that two different brands cooperate to bring greater synergy, that is, cross-industry cooperation. Through cross-industry cooperation to increase topicality, it is not only eye-catching, but also brings practical benefits to both parties.

When McDonald’s and BTS launched the BTS set meal, everyone rushed to buy it for special packaging, and some even made the joint paper bag for packaging hamburger and fries into a shopping bag. The exchange of souls between Shopee and Quanlian on April Fool’s Day dazzled everyone but sparked a wave of topics and discussions. Even after a period of time has passed for these wonderful cooperative marketing cases, everyone still has deep memories, which indirectly proves that cross-industry cooperation is absolutely feasible. Let’s take a look at the benefits of this marketing strategy of cross-industry cooperation, what precautions should be taken, and how to choose the right partner?

What are the benefits of cross-industry cooperation?

Going it alone is always the most tiring, and the cooperation between brands is nothing more than to realize the rule of 1+1>2, creating topics through the alliance of two brands in exchange for maximum benefits. Integrate the limited promotional resources and marketing resources of both parties to gain more exposure, and use the channels of partners to reach out to customer groups that the brand itself cannot reach, increasing revenue and improving brand competitiveness.

There is another hidden advantage – two brands specializing in different fields can put forward different opinions on the same thing, inspire inspiration, and come up with more creative marketing plans. Cross-industry cooperation in product categories can also learn new technologies and knowledge from each other to optimize products and make products more suitable for users’ needs.

What kinds of cross-industry cooperation are there?

Brand co-branding, product/service cooperation, joint lectures, and product placement are all feasible cross-industry cooperation methods that can create topics. Here are some cases for your reference:

  • Co-branding: McDonald’s and BTS launched limited set meals, which brought more product sales and topics through the popularity of BTS, and also added a sense of brand youth to McDonald’s.


  • Product/service cooperation: Dcard and illustrator Cherng collaborated to design social animal testing room activities to test the slavishness index of professionals. The humorous cartoons and funny descriptions brought comfort to social animal people, and at the same time made everyone understand these two Impressive brand.
  • Joint lectures: beBit TECH x SurveyCake x Digit Spark jointly launched an online lecture, combining the most popular big data topics with personalized marketing. These three brands share their professional knowledge and usage skills in software, and bring software tools into various application scenarios in the beauty and apparel industry. Through this webinar, everyone can better understand the brand’s software services and new trends in the future.
  • Product insertion: It is no surprise to everyone that variety shows are broadcast under the title and products are placed in the program! In 2017, the Chinese variety show “The Rap of China” was sponsored by Nongfu Spring Water. Not only did they show off the products on the show, but they also invited participating rappers to sing commercial songs for the brand, constantly brainwashing everyone. What’s interesting is that many people can’t remember the contestants’ own works after the show, but instead remember the commercial song of Nongfu Spring Water. For Nongfu Spring Water, this is a very successful placement marketing.

However, with the diversification of marketing channels and the rise of personal community brands, cooperation methods and partners are no longer limited. Only by trying out all-inclusive cooperation methods can you know which brand is suitable for you.

There are too many ways of cross-industry cooperation and don’t know where to start? Do not think about the purpose of cross-industry cooperation first. To achieve what goal? Want to get more exposure? Want to increase product sales? Or simply improve product quality? After clarifying the cooperation goals, there must be a clear direction for the cooperation methods.

Regarding cross-industry cooperation, what else should we pay attention to?

Brand Positioning & Tonality

Imagine seeing a man in a neat suit in Disneyland, isn’t it awkward? Disney has always given people a joyful and innocent atmosphere, as if all dreams can be realized through magic, and people in neat suits give people a formal and stable feeling. These two feelings are in conflict, so the scene in my mind is so strange.

When carrying out cross-industry cooperation, if the brand tonality between the two partners is very different, it may confuse the audience of both parties. Even if it brings volume and discussion, it may not be positive. Therefore, the tonality between the two brands also needs to be considered when cross-industry cooperation.


The audience group can be said to be an extension of the brand tonality. Different brand tonality will attract different audiences. If the brand tonality is extremely similar, it is likely to attract the same group of consumers. If your cooperation goal is to reach different If there is no category of audience, it will be relatively inefficient in the exchange of customer group resources.

However, sometimes similar audiences are an advantage. For example, the industry-university cooperation between Hahow and Taiwan Normal University’s on-the-job training course is based on similar audience profiles, digitizing educational courses, and combining the resources of both parties to cultivate talents needed by enterprises. For Hahow, they have successfully attracted the attention of enterprises for their Hahow for Business, which is dedicated to serving enterprises. For National Taiwan Normal University, digital courses allow all talents in Taiwan to enjoy teaching regardless of time and space constraints. resources and knowledge. It can be said to be a win-win situation.

Therefore, it is also very important to confirm each other’s audience groups and cooperation goals before cooperation, and it is also one of the keys to determine the success of cooperation.

Cooperation fee

Some cross-industry cooperation simply share resources together, while others draw extra profits depending on the sales status of products. Please confirm the calculation of the cost of cross-industry cooperation and the standard of profit sharing before the cooperation, so as to avoid disputes between the two parties afterwards and bring about negative effects.

track performance

After cross-industry cooperation, don’t forget to keep track of the relevant results. The form of cross-industry cooperation for brand exposure needs to be fermented over time, so it requires a little patience to wait for the results. For example, cooperating with multiple KOLs for brand exposure in a certain period, the effect will increase as more and more KOLs are exposed, so it is not too early to draw a conclusion. However, if KOL cooperation such as a group buying type focuses on the immediate effect of order transfer, then it will need to track the effect immediately.

The best way is to set milestones and regularly track traffic sources, conversion effects and other effects through established UTM links. Through these results, you can observe the most suitable cross-industry cooperation methods for your brand.

How to choose the right partner?

A good cross-industry cooperation integrates the limited marketing resources of both parties, creates unlimited business opportunities, and enhances the competitiveness of the brand. Otherwise, it may bring negative criticism and attacks. It is very important to choose the partner and cooperation method carefully. Before starting the cooperation, be sure to confirm the above precautions, cooperation ideas, brand concepts, etc. of both parties.

The more detailed and complete the collection of such information, the better the cross-industry cooperation decision can be made. However, for those who are responsible for the recruitment of cross-industry cooperation, important information may be missed during the repeated and cumbersome process of collecting data. We recommend that you use the cross-industry cooperation application form to initially confirm the cooperation needs, which not only reduces the number of letters Confirmation time, if multiple partners send invitations at the same time, the form is also convenient for comparing and managing information, and preliminarily screens out some unsuitable partners.

Enterprises that have been open to apply for cross-industry cooperation for a long time can embed the form on their official website and set up custom email notifications, so that partners can find cooperation invitation channels faster. Once someone applies for cooperation, the system will automatically notify you to avoid missing any opportunities for cross-industry cooperation. In the process of cooperation, we must continue to confirm the needs and communicate, so as to create a classic case of cross-industry cooperation that is passed on by word of mouth. Don’t let the cooperation opportunity slip away from your fingertips!

Always going it alone? Are limited marketing resources preventing you from having better event ideas? Try different forms of cross-industry cooperation, maybe there will be unexpected gains. Sign up for SurveyCake now , and use the cross-industry cooperation application form to collect every cooperation opportunity!


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