Fusion Marketing: What is It?

Fusion Marketing sounds kind of esoteric, but it is nothing more than collaborating with another business in order to increase sales.

Ideally fusion marketing works best when you find another business that has the same customer base and similar target market. For example, a store that sells wheat grass juice, fruit smoothies, and other health related drinks can form a great marketing partnership with a vitamin and dietary supplement store. The two businesses have the same type of clientele, and their customers have very similar interests.

The following steps should lead you to an effective and successful plan:

Sept 1: Find a partner who has a similar client base but isn’t a direct competitor.

Step 2: Brainstorm together about the type of offer that you both want to make to your clients.

Step 3: Write a letter of agreement. This document can be simple, as long as you both agree about what you will each do, and what each will get.

Step 4: Execute. Write the offers (coupons, etc.), plan the way it will be disseminated, how you will communicate it to your own clients and to the general public.

Step 5: Combine each other’s mailing list and communicate to both groups.

Step 6: Keep the bargain. By this I mean, honor the coupons or offers that the other business has distributed, and be responsive to the other business’s clients.

Step 7: Evaluate. Follow up with your clients to see if this has been of benefit to them, as well as with your marketing partner to see if it is working well for that business.

Step 8: Continue to market to both sets of clients.

And there you are, that is fusion marketing, a simple but effective idea with an exotic name.