Not all effective marketing campaigns use a single business at their centre. More and more I am seeing industries engage in, "co-opetition." I was first exposed to the ideas only a few years ago at a tourism conference. In co-opetition several businesses within the same industry will pool their resources to promote their business.
For example: the golf courses locally pool their marketing resources to create a single promotional piece which explains how Owen Sound is a golf destination. It promotes the whole range of courses and gets avid golfers to the area where they may play a few courses rather than just one. I think it's a fantastic idea and I know there are other industries that take advantage of this kind of co-opetition.
Is your business one that would benefit from aligning itself with others?
