In Guerrilla Marketing in thirty days, the late founder of guerrilla marketing, Jay Conrad Levinson, and guerrilla marketing expert, Al Lautenslager provide a dynamic marketing blueprint to greatly help companies attract more customers and maximize profits. In this edited excerpt, the authors explain the best way to double your marketing results by teaming up with another business to accomplish fusion marketing.
Imagine the surprise on people’s faces when three weeks once they move they get yourself a coupon in the mail from Lowe’s home building supplies stores that says, "Congratulations on your own move! Here is a housewarming gift for you–10 percent off special savings, compliments of Lowe’s."
No-one ever sends a change-of-address notice to Lowe’s. How does the business know? Coincidentally, the same day the coupon is out, a confirming change of address letter arrives from the USPS. Lowe’s and the POSTOFFICE know about fusion marketing. Now you will, too.
Mention fusion marketing, and nonguerrillas react with a questioning look on the faces. But fusion marketing is only a strategic alliance with another business. There are various methods for you to partner with other businesses to obtain additional business. Let’s discuss these noncustomer partnerships.
Fusion marketing is practical when two companies have similar target markets, prospects and values. Take, for instance, depends upon of internet marketing, a commonplace area for fusion marketing. Here companies interact to show one another’s information. It usually is as simple as a web link to each other’s sites or links to articles, order forms, applications, case studies, etc. Each participant gains more exposure while increasing this content and quality of every other’s marketing.
An estate-planning attorney might supply a "TOP Ideas to Avoid Probate" article to a life insurance coverage company’s site, and the insurance site could have a "free consultation for will preparation" link back again to the attorney’s site. The guerrilla factor here’s that the cost to place these links on the websites is next to nothing. That, combined with the energy and imagination involved, equals coins in your guerrilla money box.
Power partners are another exemplory case of fusion marketing: two companies dealing with like customers and like prospects in synergistic fashion.
Types of fusion marketing partners in the energy partner sense include:
- A printing company and a graphic designer
- A specialist organizer and a moving and storage company
- A construction firm and an architect
- A hotel/resort and travel agency
- A genuine estate professional and a home loan broker
This set of examples is endless, bound only by your guerrilla imagination and the capability to work together.
I visited my local dry cleaners recently to fall off a batch of cleaning. I approached the counter, deposited my clothing, obtained my receipt, and considered leave. As I did so, I looked down on the counter and there in plain view was a coupon. The coupon was for the pizza store, two doors down from the dry cleaners, in a concentrated strip mall. I walked into the recommended pizza vendor and cashed in my own coupon. When I considered leave, I noticed a coupon on the countertop for a discount from dry cleaning at the dry cleaners I’d just left. That’s guerrilla fusion marketing. Both of these businesses were driving traffic and buyers to one another simply by referring one another. There was cost-free connected with this, only profits to take pleasure from as traffic increased.
Each fusion partnership supplies the possibility to market to an audience that’s thinking about everything you offer and one which you would like to ultimately obtain you. Without fusion marketing, new audiences aren’t reached and new wallets aren’t found.
Fusion marketing is among the most underused, inexpensive and effective ways of guerrilla marketing. Anytime you can tie in your marketing efforts with those of others, you stand to get more.
In keeping with all guerrilla marketing thinking, fusion marketing does not have to be complex. Power partners aren’t complex. A joint mailing isn’t complex. Referring others with a coupon exchange isn’t complex. Together with your partner’s fact sheet together with your next delivery and vice versa isn’t complex. Fusion marketing is often as simple as putting a collection of your business cards on a partner’s counter within their office and their cards on your own counter.
But fusion marketing partners don’t just arrive on your own doorstep one morning. Using enough time element of time, energy and imagination, the guerrilla marketing formula is necessary to build up the partnership. Guerrillas need to search for the proper partner. When looking for partners, consider the next:
Finding companies such as this to talk about your fusion may be the ultimate in cooperation and the best in profits.
Two types of fusion marketing that are not necessarily called such are co-op advertising funds and sponsorships.
A sponsorship is only a reference to a company in advertising in trade for the money, favors, services, or other benefits. Just consider the nonprofit and charitable worlds you take part in. Sponsorships are heavy for the reason that area.
Co-op advertising funds are marketing monies distributed around businesses by manufacturers of products or their distributors. If a manufacturer, distributor or other supplier does not have a cooperative ad program, keep these things establish one.
In the internet, fusion marketing is ever present and growing quickly. Most relationships are by means of "affiliates." Internet affiliate marketing programs are simple partnerships between a seller and another seller or distributor that reaches beyond selling their own services and products. Each gives a motivation or commission for services and products sold by the other. Another way to check out it is that it’s as an online distributorship. Distributors are affiliates and fusion marketing partners.
There are numerous methods to create alliances, affiliates and fusion marketing partnerships. Two marketers are nearly always better than one, particularly if both share one cost. Fusion marketing will improve your bottom line.