We small-business owners are usually hard working, independent people. Unfortunately, that mindset often prevents us from asking for, as the Beatles said, "a little help from our friends.”
One of the most powerful small business marketing techniques is called ‘Fusion Marketing’. Fusion marketing is cooperative marketing with non-competing businesses that share similar types of customers. Each business markets its products or services with its partners.
For example, Glacier Ice Cream in Boulder, Colorado has made fusion marketing arrangements with two local pizza shops. Glacier sells wholesale pints of ice cream to Sun Deli and Skinny Jays. The pizza restaurants put Glacier coupons on pizza boxes. In return, Sun Deli and Skinny Jays display their menus in Glacier’s stores.
Write down a list of businesses that have the same type of customers as your business. Brainstorm ideas on how your businesses can work together to attract each other’s customers. Some businesses are natural fits to work with each other. Here are a couple of ideas:
Business coaches- Marketers, bankers, accountants, bookkeepers, and advertisers.
- Caterers- Photographers, florists, musicians, and event centers.
- Real estate agents- Builders, bankers, handymen, painters, plumbers, and mortgage brokers.
- Personal trainers-Message therapists, acupuncturists, chiropractors, yoga instructors, and martial arts studios.
- Furniture stores-Real estate agents, builders, movers, and carpet stores.
The idea behind fusion marketing is for independent business owners to work together to help each other out with marketing and referrals. You can take it a step further and hold regular meetings to discuss new ideas and co-marketing opportunities. Join your local chamber of commerce to network with fellow local business owners. Make the synergy of local businesses working together a powerful force in your community.
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