Like guerrilla warfare, guerrilla marketing uses ambush and mobility as tactics for success. There are several aspects that make up guerrilla marketing, one of them is known as fusion marketing.
As entrepreneurs and small business owners, it seems as if everything must be done individually. With fusion marketing however, collaborating is the key. Those who are the most likely to make alliances with you would be those who are termed “power partners”. Power partners are those who are in a similar market as you but do not necessarily compete with you. For example, a makeup artist and a photographer; a designer and a printer; an entrepreneur and an investor.
These collaborations can pave the way for a more successful business through joint coupons offered at the collaborating locations, incentives for purchases made for your product/your partner’s product, joint sales calls, joint advertisements – the possibilities are boundless.
Marketing requires a set of deliberate, planned-out steps with a persistent communication and execution. Though the probability to getting someone to act upon your offers is not immediate, the long run effect is increased revenue.
Seven steps to setting up your own fusion marketing arrangement:
Step 1: Define your power partners. Power partners are associates who are in a similar market but do not necessarily compete with you. They would be able to benefit from collaborating with you. (ie. Makeup artist and a photographer, massage therapist and a chiropractor)
Step 2: Figure out with your power partner what your offer will be. A graphic designer may give free small design while the printer offers 250 free business cards. A makeup artist can give a free trial and the photographer can give a discount on a minimum order of 10 portraits. Come up with a joint offer that works best.
Step 3: Write up a general letter of agreement. This document will state who does what and gets what so that there will be smoother communication. It does not have to be a major legal document.
Step 4: Package it up. Put together all the verbiage. Both businesses can write up separate documents (ie. sales letters, e-mail letters, marketing copies) and compare notes with one another.
Step 5: Combine mailing lists and communicate to both sets. It does not matter if you have more or less than your partner because ultimately when you combine both sets, everyone wins. You can do this through direct mail or e-mail.
Step 6: Be responsive to any responses. Fulfill offers and make it easy to sign up, buy, and keep track. Following up and giving attention to the prospects will convert them to regular clients.
Step 7: Follow up. Continue to market to the converted people as follow-up marketing.
- Guerrilla Marketing: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business by Jay Conrad Levinson ($14.95 – Borders)
- Guerrilla Marketing In 30 Days by Jay Conrad Levinson ($19.95 – Borders)
- Startup Guide to Guerrilla Marketing: A Simple Battle Plan for First-Time Marketers by Jeannie Levinson ($21.95 – Borders)