By Lou Bortone, The “Online Branding Guy”
In a recent Guerrilla Marketing Coaching class, we focused on the power of fusion marketing, a.k.a. joint ventures or strategic alliances. The concept of collaboration could not have been proven any more appropriately than with Mitch Meyerson’s brilliant Amazon.com campaign for his new book, Mastering Online Marketing.
Mitch practiced exactly what he preaches and coordinated a series of perfect partnerships, skillfully leveraging the power of collaboration and cooperation. The campaign resulted in Mitch’s book hitting the top spot on three different Amazon bestseller lists. And as anyone who has ever published or marketed a book will attest, this is no small accomplishment.
My colleague and fellow Guerrilla Marketer Monroe Mann is another excellent example of someone who uses fusion marketing to make a bigger bang. Monroe teamed up with Jay Conrad Levinson to co-author Guerrilla Networking. Anytime you can partner with the father of Guerrilla Marketing, and tap into the power of an incredible brand, you’re on the right track!
In an effort to model the masters, I’m now dipping my toes into the inviting waters of fusion marketing. After connecting with Monroe Mann in a Product Factory class, we stayed in touch and bounced a few ideas off each other. As a result, we worked together to co-author Battle Cries for the Hollywood Underdog, the entertainment industry edition of Monroe’s Battle Cries book series.
The possibilities for joint ventures are truly endless, and the final result is always exponentially more powerful than going it alone. And when you play well together, you end up playing a much bigger game!
Lou Bortone is an author and entrepreneur with extensive experience in marketing, branding and promotion. Before starting his own company, Lou was an award-winning marketing executive in the media industry. Lou served as National Promotion Manager for E! Entertainment Television, and later as Senior VP of Marketing and Advertising for Fox Family Worldwide, a division of Fox, in Los Angeles. Today, Lou helps entrepreneurs and solo professionals navigate their online businesses with services such as copywriting, video production and creative services. Sign up for Lou’s free mini audio course about using Online Video at http://www.TheOnlineVideoGuy.com.
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