Guerrillas Travel in Packs

Guerrilla Marketers know that partnership and teamwork, rather than splendid isolation, helps them thrive. Accordingly, Guerrillas engage in a process called fusion marketing, which is based on seeking out marketing partners who serve the same types of customers as they do. Fusion marketing can reduce marketing expenses while making it possible to communicate with huge new categories of customers.

A restaurant in a New England ski area, for example, can join with a local performing arts group, and hotel, a hiking and horseback riding facility, and a photography school to offer a special summer event calendar and sponsor a "four season" web site describing the area's off-season activities. By joining together, they can promote themselves as a destination for spring, summer, and fall getaways.