Marketing Outside the Big Box

School fundraisers. Do you regularly buy wrapping paper, candy bars or magazines from the kids in your neighborhood? Do you still make your yearly Girl Scout cookie order? School and sports team fundraisers are a way for these organizations to raise money -- and they're offering an increasing variety of products. Think yours might be a good fit?

You might consider marketing your product to schools, community groups and sports teams as a potential fundraising product. You can do this by striking out on your own, offering groups the tools needed to sell your product, including sell sheets, order forms, prizes and incentives. This works best if your company offers a variety of products.

You also could join an established fundraising organization or catalog that offers a variety of products. Try starting with the Association of Fund-Raising Distributors and Suppliers at www.afrds.org.

Promotional partnerships. Are you more likely to buy a product if it comes with a free gift (toothpaste, for instance, that comes with free dental floss, or a razor with free shaving gel)? While these freebies are often in-company promotions (Colgate makes the toothpaste and the dental floss), big brands are sometimes willing to consider a cross-promotion or "on-pack" promotion with a product if it's the right fit.

If you've launched a new dog treat, for example, maybe one of the major dog food brands would be interested in bundling a sample with their product to offer an additional incentive for consumers. Of course, if that brand already has its own line of dog treats, they probably won't take you up on your offer.

So use your common sense if you pursue this route. What's the benefit to you? You can sell a large volume of your product to the manufacturer, and you'll generate awareness by linking with a popular, established brand.

Flea markets and swap meets. In many areas of the country, flea markets and swap meets are a huge opportunity for sales, with loyal customers who frequent them. This can be an excellent grassroots channel for selling and building awareness for your brand. For instance, Jeanne Bice of The Quacker Factory began selling her women's clothing line in flea markets more than 10 years ago. She gradually grew her brand and today sells millions of dollars in product annually through QVC.