Fusion Marketing: Two Businesses Are Better Than One

Fusion Marketing is an interesting and low-cost guerilla marketing concept that I am seeing used more often. This approach involves forming marketing partnerships with other non-competing companies. For instance, if you are a children's imagephotographer, you may want to form partnerships with other children-oriented businesses, such as a clothing store or toy store, so you can market your businesses together. By doing so, you not only share your marketing costs, but you reach more potential customers in the process.

The Happy Meal at McDonald's is an example of Fusion Marketing at its finest. In each kids' meal is an advertisement of either an upcoming movie or new line of toys. McDonald's has formed partnerships with other companies to combine their marketing efforts. McDonald's wins because it gives children one more reason to want their Happy Meals, and the marketing partner wins because they have increased the interest in their product with very little effort.

Take a look at your target customers and think of businesses you could partner with for an effective, low-cost marketing campaign.


Tom Long is the President of Solid Oak Consulting, LLC. http://www.SolidOakConsulting.com He is a seasoned executive with 30 years of experience in starting, managing and turning around business groups both domestically and internationally. He has started groups at Procter & Gamble, Nastec Corporation, Ernst & Young and R.R. Donnelley & Sons. And has worked to turnaround groups at Cincom Systems, Nastec Corporation, Oracle, KPMG, Andersen Consulting and Computer Associates. His involve...

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