I’m always in search of new marketing concepts. Being a micro-business that operates in a rather unconventional, although rapidly growing, industry, I find myself looking for low-cost, highly effective ways to get my name out there. So when I stumbled upon the phrase ‘fusion marketing’ it intrigued me. After reading an article by Al Lautenslager at Entrepreneur.com I realized I’d been experiencing fusion marketing all along.
My favorite coffee shop uses it. Hotels I’ve stayed in incorporate it. What is it? It’s simply partnering up with another business whose target market is the same as yours, but not a competitor. For example, my favorite coffee shop offers a small selection of yummy items from a local bakery, proclaiming it with signage throughout the store. For those of us that are frequent visitors to the coffee shop, the next time we need a bakery item, those signs and samples are going to make it likely we call their ‘fusion’ marketing partner. In turn, the bakery offers coffee supplied by the coffee shop. Bakery patrons will be tempted to visit the actual coffee shop to check out the lattes and mocha’s.
In the case of the hotels? I’m sure you’ve gotten a coupon for a free meal from the restaurant across the street just like I have. These are just a couple of examples of what is now being called ‘fusion marketing’. It makes sense doesn’t it.
Will it work for my little micro-business? If I can find the right business to fit with mine I’m sure it would.