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Cross marketing partnerships extend beyond the simple process of two companies promoting each other (as is performed in affiliate marketing). Cross marketing partners ideally involve two distinctly different types of non-competing businesses, yet their prospects are very similar. Many times, these types of "partners" are seen in the film or sports industry. With cross marketing, you will be relying on the image of another company and the choosing of this other company should be highly planned or it can easily backfire. Unfortunately, there is no easy way to accomplish the process of finding and developing these types of relationships, but they can be tremendously valuable. The hard work begins with the strategy development and doesn't end until the relationship ends. And, sometimes beyond.

Bonfire's approach is as follows:

Define the current company niche, image, weaknesses, and position
Define new categories to expand within
Define boundaries of budgets and exchanges
Research and datamine to find entities who best match the target descriptions
Test and run surveys about the the gathered prospects and their image
Contact the gathered prospects to find interest
Negotiate and compile deals to review with client
Execute, implement, track,and document plan