Along with teaming up to leverage skill sets, entrepreneurs are bartering their services to maximize their small marketing budget. Whether it is finding a distribution channel or hosting the local arts to entertain their patrons, small business owners are creating win – win situations for all parties involved to create low cost marketing opportunities.
Find a Friend
When Michael Borga and the Jersey Shore Volleyball Association (JSVA) needed to distribute their newsletter, they found a “friend”. Just like a real friendship, the relationship of a marketing friend is a two way street. In other words, for this strategy to work, both parties need to benefit. For the JSVA, the friend provided distribution through their existing retail outlet. In return, the JSVA provided the friend with a full page ad on the back of the newsletter. In this instance, the friend received free advertising and the JSVA received a distribution network. Neither side paid very much because the newsletter was seamlessly integrated into the friend’s distribution process.
Sexy Dessert
According to Monique Hayward, owner and operator of the Dessert Noir Café & Bar in Beaverton, Oregon, the location of her business plays a large part of her team building. Not only is the restaurant located in a newly revitalized shopping center, it is adjacent to a 16-screen Century Theatres multiplex. In addition to the great food and cocktails, Dessert Noir Café & Bar focuses on supporting the local community and being “the place” in Beaverton for live music, local art, and special events. Monique has even attracted a few celebrities from Oscar-winner Morgan Freeman, comedian Sinbad, screenwriter Mike Rich, and Columbia Sportswear’s Chairman Gert Boyle.
Outside of sponsoring local musicians and art, Monique also participates in joint marketing and selling with suppliers, customers, or complementary businesses. Because of her prime location, she does not have to look far to create joint marketing opportunities, nor does she have to spend a lot of money to achieve good results. When the movie Sex and the City opened in May, the Dessert Noir Café & Bar collaborated with a local salon and spa on free chair massages, prize giveaways. The result of this collaboration: the best sales day ever logged in the four year history of the café.
Monique also took the opportunity to turn the presidential election into a celebration. She sponsored an “Election Day Blues” event and brought in a well-known blues musician, hooked up a laptop to a screen to watch the election returns, and collaborated with a local distiller on election-themed drink specials such as the “Baracktini,” “Not Your Average Joe”, “Alaskan Pipeline”, and “McCain Cosmo”.
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