Mastering the Art of Retail Cross-Marketing

Team up with another community business to boost your brand's profileWhat can an aging crooner like Tony Bennett teach a store owner looking to grow a business through effective marketing? Well, more than you might imagine.We recently saw Tony Bennett in concert, and at 86 years old, he’s still got it. He shows more energy at 10 p.m. than we can muster—and he’s twice our age!Scanning the crowd, I noticed the mix of ages in attendance, and I couldn’t help but wonder if he would have been able to achieve the same level of concert attendance 10 years ago.He hasn’t released any new songs; he simply dusted off the old favorites. He has, however, perfected the art of tapping into someone else’s market.In the old days, they called it a duet: Two singers of a similar genre would get together to release a song—in some cases finding new fans, but in most instances communicating to th

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