Moving beyond fusion marketing .

Roger C. Parker reminds us that guerrilla marketers are familiar with the concept of fusion marketing--where two or more, non-competing businesses work together to get the word out.

Fusion marketing can take place when a resort and a restaurant distribute a joint promotion that benefits both parties. But, it's possible to do more. Roger elaborates:

“Yesterday, I went to an eye doctor and was told I had to have minor eye surgery. (Minor in the eyes of the eye doctor, not mine!). He told me that he operates two days a month at a neighboring facility.

“This makes perfect sense. Why should he invest in a dedicated surgery that would only be used two days a month? By sharing a joint facility, he is demonstrating his frugality that--hopefully--he passes on to his patients!”