Fusion Marketing

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.

Give and You Shall Receive

Everyone in business receives requests for donations, especially in this economic climate. But I challenge you to look at requests for donations in a different way.

What if you could actually help organizations and build your business at the same time? It’d be the classic win-win situation. Well, it is possible. It is a regular part of our business at Glacier Homemade Ice Cream & Gelato.

Not only do we have the best ice cream in the world, but we are a local business that gives to our community. We are asked to donate to various organizations an average of five times a week. Obviously, we cannot accommodate all of the requests. We have, however, instituted a system that is workable and fair.

Here are our donation guidelines:

• We only donate to children’s organizations and University of Colorado groups (one of our stores is next to the university).
• We donate (4) $5 gift cards for silent auctions.
• We donate free kid’s coupons for school non-profit events.
• All requests have to go through our website. No phone calls, letters, or dropped-off information.
• We will sometimes donate ice cream to events at the beginning of the school year and at the start of the spring season.
• We refuse all donations that don’t fit our guidelines with a personal and polite explanation.
• We donate free coloring books to schools. The coloring books feature our Glacier Bear doing activities at different glaciers around the world.

It is important to give back to the community that supports you. Not only will people appreciate it, but they will stay loyal to your business as long as you also continue to provide quality products.

There can be business benefits to your charitable donations as well. Below are the business benefits for the Glacier Homemade Ice Cream & Gelato donation program:

• Donations are a tax deduction.
• People form an emotional attachment with your company when they see you giving to the community.
• The organizations we donate to usually put Glacier’s name in print and mention us in advertisements. We benefit from free advertising.
• The coloring books we donate create awareness of the Glacier brand.
• When donation recipients pass out coupons for us, it becomes a great low cost marketing strategy.
• Children come in with their families to redeem their free ice cream coupon.
• Our coupons and gift cards expose new customers to our stores and our brand.
• The busy company president does not have to deal with constant phone calls and mailed letters. Our policies are clear and our employees know our guidelines and communicate them to donation solicitors.

A clear and generous donation program is a fantastic way to distinguish your company from your competition. Implement one, and you will discover the immense benefits of combining charitable donations with creative marketing.