Stretch Your Dollar With Horizontal Marketing

Of course, you don't have to give away an expensive product like Schneider did to please your customers. There are many innovative ways to market your products and services by getting together with another business.

Here are three more creative and cheap ways to jump-start your own horizontal marketing campaign.

Cross-endorsement. "If you're a small company without much brand identity, you can ride the coattails of a stronger brand by offering them some type of promotion for their customers, whether that be a product, coupon, etc.," says Denise Patrick, vice president of creative services for Pierpont Communications.

"For example, let's say you own the local miniature golf park. Offer the big movie theater in your neighborhood a ton of 'Buy One, Get One Free' tickets. It's a free gift for the movie theater, credibility for you and access to all the teenagers looking for a fun place to take their dates."

Dr. Desiree Edlund, founder of OC Back & Body Doctors, a chiropractic office based in Irvine, Calif., that offers acupuncture and physical therapy, has been cross-endorsing with a neighboring gym for seven years. Edlund, 37, offers gym members discounts on services and periodically stations a representative in the gym offering free on-site body fat analyses with the results written on her business card.

"Working with the gym has worked out very, very well because the type of people who work out are people who care about their health and wellness, which is exactly the type of customers we like and who like us," Edlund says. "The discounts pay for themselves in repeat business."