Page 61 - 100 Great Marketing Ideas (100 Great Ideas)

simply extra money for them, for no extra outlay. It also adds another
service to their existing business, with no effort or outlay. In some
cases, guest house owners have had trial lessons themselves, which
of course makes them both more convincing and more enthusiastic
when recommending the experience to guests.

From the viewpoint of the flying school, the trial lessons are just
an extra income, for the effort of delivering blank vouchers to the
guest houses, something that can easily be done on days when the
weather is bad and there is no flying.

In return, the flying school keeps a list of recommended guest
houses. This is available for student pilots who live far enough
away from the school to make it worth while booking into a guest
house—often a useful thing to do in the winter, when flying might
be cancelled due to the weather and some days may only be suitable
for a few hours early in the morning or late in the afternoon. Visiting
pilots often also need somewhere to stay.

In practice

• Try to find a partner with a complementary business.
• Keep any cash exchanges simple—letting them keep the deposits

is a simple way of sharing the wealth.

• Stay in touch with your partners, so they remember to push

your business.

• Keep partners informed about any changes that might affect the

way you operate together.

• If possible, let your partners try your service.

52 • 100 GREAT MARKETING IDEAS