How partnerships can help extend your small marketing budget

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One great way to stretch a small marketing budget is to find a marketing partner that can help you boost exposure for your products.

When you’re a startup with a new product and a small marketing budget, it’s tough to get customers’ attention. Finding a marketing partner with an established audience that might like your product can help boost your own sales.

Take the case of Healthy Foods LLC. Founded in May 2011, the company had a fun new product called Yonanas, a machine that turns overripe bananas into a tasty, low-cal, dairy-free frozen dessert. While Healthy Foods did well initially, selling the machine on the Home Shopping Network and getting it into some major department stores, there was potential for better sales. What Yonanas lacked was exposure to more of its perfect target customer: people who love bananas.

Meanwhile, a big brand in bananas — Dole — had a problem of its own. Grocery stores were complaining that their bananas too often started turning brown and became overripe before their purchasers had a chance to eat them.

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