One of the most rewarding, inexpensive, underused, and effective methods of marketing is to tie in your marketing efforts with the efforts of others. In the U.S. this used to be known as "tie-ins." A recent Business Week cover article referred to it as "Collaborative Marketing," In Japan and by guerrillas worldwide, this make-everybody-wealthy marketing tactic is called "fusion marketing."
Fusion marketing is the guerrilla saying, "Hey Sara, if you enclose my brochure in your next mailing, I'll enclose your brochure in mine." "Randy, put up a sign for my store in your business; I'll put up a sign for your business in my store."
Sara and Randy immediately see the wisdom in the guerrilla's offer. Their marketing exposure has just been expanded. Their marketing costs have just been reduced....
You must be a member of Guerrilla Marketing Online to access the full article. If you are already a member, please sign in below. If you are not a member, join now.
Forgot your username and/or password? Click here.
*Please note that if you have cookies support turned off in your browser, you will be prompted to login each time you attempt to access a members-only feature or page.
