Running a successful business in the State of Michigan is tough enough even before contemplating the exacting list of state and federal regulations ranging from reporting profits to taxation and everything else in between. Factor in the challenges of managing employees and satisfying customers (an elusive, constantly moving target at the best of times) and it’s enough to drive even the most confident business owner into a perpetual state of stress – and this is before even contemplating one of the most important factors of any enterprise: connecting with prospective buyers.


The Challenges of Marketing


It can become awfully difficult to keep that bottom-line goal in sight amidst the myriad complications of just running the operation, but connecting with the customer is crucial to long-term prosperity.

“Marketing” is the magic buzzword that’s likely to eventually factor into the thought process of every business owner. A quick consultation with Wikipedia, the free online encyclopedia, reveals that marketing is defined by the American Marketing Association as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

What is Alliance Marketing?


Savvy business owners swiftly learn to embrace the concept of marketing their business, but the wisest of the wise elevate their game to a higher level by embracing the concept of alliance marketing. The entirely practical concept behind alliance marketing involves a blending of efforts with other businesses (whether related or serving an entirely separate customer base) to create a cooperative group marketing effort. That’s a process that can exponentially expand the reach of the message, while potentially reducing costs through the shared effort.

Alliance marketing can coalesce in many fashions, but some of the most common applications can be in the form of cooperative flyers, banners, magnets, calendars and more. Significantly, every item displays an advertisement for each business participating in the joint marketing initiative. The benefits of reducing marketing costs while expanding the reach of a company’s name to a potential new audience presents the perfect recipe for enhancing the bottom line to any business owner.

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