Successful entrepreneurs are finding vertical and horizontal partners to share the cost of marketing efforts.
Vertical approaches use business partners up and down the supply chain to improve marketing purchasing power. Co-op advertising is one example, where manufactures or distributors subsidize costs for advertising that prominently features a specific product line.
Co-op advertising dollars are available from the manufacturer or distributor of almost every product sold to the public. Surprisingly, many of these dollars go unclaimed.
Horizontal approaches use dissimilar local enterprises occupying the same position on the supply chain. These partnerships often use joint advertising, where geographically related firms share advertising costs.
Group oriented advertising gets more exposure for your business and builds community reputation. Examples include community calendars and directories, business services guides and group sign boards.
In marketing, a coordinated, sustained effort has consistently proven to be the most effective.
