One of the marketing techniques I use most often among experienced marketers and less often among less experienced ones is known as “parasitic” or “cooperative” marketing.
What is parasitic marketing? It just sounds … negative, doesn’t it? In fact, this is not the case. It’s just one business using the resources of another to increase sales. If you want to do this, you also have to return something to the “owner”.
Probably the most common and effective form of parasitic marketing is the simple link between referral and referral. Business X has a large mailing list of people who would probably benefit from Business Y. Company Y asks Company X to send out a recommendation letter and a short announcement to its customers in exchange for a percentage of the profits generated from the letter. If Business X has carefully chosen its parasite, then the letter will serve him in two ways: it provides its customers with additional services for free and generates income from each sale. This can be extremely beneficial to the host, and this is one of the reasons why mailing lists are such a valuable resource for market-oriented businesses.
It’s just as good for the parasite. Business Y. Business Y is given very inexpensive access to a (possibly) large group of potential customers, along with a referral that actually guarantees it a favorable reading. He can carefully monitor his marketing expenses by closely monitoring the profitability of the enterprise.
And that’s good for customers who have identified a potential need and provided a reliable source of solution.
Of course, the trick is to identify your client’s potential needs and establish an appropriate relationship with a trusted other business. These are the things that a good marketing campaign will take into account when crafting a business strategy.