Stretch Your Dollar With Horizontal Marketing

Written by Sarah Pierce of Entrepreneur.com

It's not an offer you see every day: "Buy a House, Get a Free Electric Car." But that's exactly why Chris Schneider, owner of Honda Motorwerks, in La Crosse, Wis., decided to use such an attention-grabbing sales tactic.

Schneider, 51, has been selling environmentally friendly cars for 30 years, but it hasn't been easy to persuade people to make the switch to alternative-fueled vehicles. Over the years, Schneider has tried many tactics to woo more people into buying energy-efficient cars, but it was teaming up with the real estate agent for his "free car" stunt in July that made the biggest impact.

"It certainly gained a great deal of attention. We did this on a Friday morning, and by Friday afternoon I had already received three messages from people interested in the car," he says. So far, no one has purchased the house, but foot traffic at Schneider's dealership has noticeably increased....