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If you’ve ever listened to any songs written by Carole King, then you can
probably hum a few lines from the song, “You’ve Got A Friend.” You might have
never considered the lyrics as words of wisdom for the small business world, but
when it comes to using a buddy marketing strategy, they are more than
appropriate.
Buddy marketing is a technique you can use to promote your business in a
cost-effective way. It gives you the potential to save money and reach a
whole new group of potential customers. All you need is a little creativity, and
a friend. How does it work?
Identify a buddy. Find a noncompeting business that
compliments the services or products that your business offers. For example, if
you produce gourmet pet foods, then teaming up with a photographer that
specializes in pet portraits would be a perfect fit.
Create a plan. Find out what promotional pieces you have
that would compliment the marketing of your buddy business. If you have a
brochure or newsletter already produced, you could add a business card
or leaflet from your buddy, and create a more complete package.
Share the costs. Figure out if you want to have equal
representation in the mailings or promotions, and how that would translate to
footing the bills. If you share the mailing costs, you’ll be saving hundreds or
thousands of dollars.
Share customers. You and your buddy can compile lists of
your main customers and share them. You have the potential to expand your
customers and reach new clientele.
Using a buddy marketing approach is simple if you find the right partner, and
it can drastically cut down on costs. By teaming up with a friend, you can open
new doors and see the benefits in higher sales. In the next part of this series
we’ll discuss additional ways to use your buddies and marketing partners. | 
