A few weeks ago I highlighted different opportunities for small businesses to generate new customers. In that discussion was the idea of partnering with other local companies to help share marketing costs and resources to potentially acquire new customers.

With that tip in mind, Sheena Harrison recently penned a great story on CNN Money’s Small Business section  that shows examples of Detroit-based businesses coming together to help promote each other’s businesses (even when some were potential competitors). Harrison reports on some of the tactics being done in local neighborhoods to assure small businesses stay afloat and profitable.

Here are some of the highlights I took away from Harrison’s article that you may find useful as you look to partner with local businesses in your community:

• Look for meetings to network: In Detroit, a site called OpenCityDetroit.com brings local companies together once a month to network, share stories/advice and ask questions. If you find your area does not have similar meetings like this, organize them yourself! These meetings will offer your business a nice platform to learn more about consumers in your area who shop with other local retailers in the area.

• Be visible (and vocal) with other businesses: Be in contact with other business owners to let them know you are interested in a potential partnership. Be thinking of ways that you can partner with those businesses that will result in good business for both businesses.

• Refer your customers to other businesses, even if they could be a potential competitor: Phil Cooley, a local Detroit restaurant owner, says is best, “We want businesses as competition, because in our minds it’s about getting more people down here visiting and having a nice time.” When Cooley’s restaurant is backed up, he’ll send patrons down the road to a competing lounge to have drinks before their table is ready. By doing this, Cooley is building good will between competitors and himself that will help drive repeat customers because of the positive experience they had in their business area. A good way to promote local companies in the area from your store front is to set up a bulletin board where brochures, business cards and other marketing materials can be displayed.

Click here to read the full article.

Have you partnered with local companies in your area to help build your customer base? What types of joint ventures/events/promotions have worked for you?