Fusion Marketing: Diversify Your Strategy

The best way to reach your target audience is to have a diversified approach. Like everything else in life, it's not wise to put all your eggs in one basket. Don't rely only on print ads in your weekly newspaper, free workshops at your local library or the big business expo sponsored by your area Chamber of Commerce.

Your response to me may be - "but, I can't afford to do all these things. I'm just one person with limited time, money and resources." Ah, but you can if you've created strong fusion marketing relationships.

My friends Linda and Carole are a great example of strong fusion partners. They met a little more than a year ago at a women's networking club and immediately liked one another. This is essential to creating a cohesive fusion partnership - you have to like and respect one another. Linda is a senior sales director with Mary Kay Cosmetics and Carole is a photographer. Within a couple of months, they saw the benefit of collaborating with one another. Here are just a few of the projects they've "fused" on:

1. Offered a special rate to members of their networking club for professional head shots. Linda did complimentary make-up and Carole did head shots for $25. Everyone won! Linda not only sold some product, but she booked two shows and recruited one new consultant. Having done more than 10 headshots, Carole earned a nice amount of money for a day's work and was invited to be the photographer at a kids' play business doing family photos for the holidays. And, the members of the networking club got a terrific deal on gorgeous professional photos.
2. Shared a table at a multi-chamber business expo. They got 120 qualified leads and have worked together to cultivate these leads.
3. Did a "Ladies Only" event at a local restaurant where they met a bride-to-be who hired them both for her wedding.
4. Created a product together that has gotten them attention in the local media.
5. Donated a Silent Auction basket worth more than $500 in product and services. They were highlighted in the event's program and were invited to participate in a corporate event, for which they've gotten paid as well as new clients.
6. Most recently, the two have rented space together. To increase their fusion efforts, they have invited an event planner, florist, limousine company, lingerie company, a woman who does custom invitations, a gift company specializing in party favors and a travel business to rent space and collaborate on marketing programs.
7. As a result of this most recent venture, they are creating promotional material that all their fusion partners have committed to use.

It is possible to get highly creative with ways to reach your targeted audience. We will discuss each of these in depth, along with others, to give you ideas on how to establish your own programs and get the greatest exposure for the least amount of expense.

Pam Small is the owner of Refresh & Renew - A Resource for Women. Having a heart for women's issues, Pam is quickly becoming the go-to person for helping small business owners target their marketing efforts to this powerful buying group. For more info, visit www.refreshandrenew.com.