Marketing Strategy: Buddy Up

While most small businesses aren’t fortunate enough to be able to latch on to the campaign of a big company like Apple, some business owners have found ways to reduce marketing costs by sharing the spotlight with another company.

FirstBank Holding Co. ran seven billboards throughout Colorado in the latter half of 2009 showing off its entrepreneurial customers. The billboards listed the services each entrepreneur provided—math tutoring, wedding singing and dog walking, among others—and included contact numbers. The bank’s logo and a message about catering to small firms was at the bottom.

By EMILY MALTBY

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