Here is a strategy that local small business owners would be wise to embrace.

In our effort to bring the Community Marketing Program to Berkley, Mich., the owners of O’Mara’s Restaurant had become real boosters of the program. When they decided to expand their menu to breakfast, they asked us to help promote their plans.

Our idea was to conduct a series of taste tests (four in all) where ordinary diners were invited to evaluate the new breakfast menu leading up to the Sept. 12 launch. With a combination of media attention and advertising, we thought we could not only bring new guests to O’Mara’s and have them help hone its new menu, but if done correctly, would also connect the participants to other Berkley businesses. The owners loved the idea of having taste tests and including other businesses in the effort.

Kristea’s Tea Room and Mercantile, a neighboring tea accessories store, not only provided tea for the tastings but her teas were added to the menu. Catching Fireflies, a fun and kicky gift store in town, contributed gift bags and a gift certificate to her store. Sweet Essentials, a store known for making and selling Detroit’s iconic Sydney Bogg chocolates located down the street, was asked to provide a chocolate treat for the gift bags.

The point is that businesses that are located in a downtown are connected to one another and should find as many ways as possible to co-market together. Let’s say that a taste tester is visiting Berkley for the first time. At the tasting, that person discovers Kristea’s and comes back to Berkley the following week to check it out. While there, he or she decides to also stop by Catching Fireflies and then grabs a quick bite at O’Mara’s. Another time, that person comes back to pick up a box of chocolates for a gift (or for himself or herself). The result is that four Berkley businesses gained a new customer from one positive experience in Berkley.

As a marketer, I see the connection of all the businesses in a downtown as the biggest marketing asset each business has.

Guy Williams is the president of Community Marketing Associates. He can be reached at gwilliams@commmktgassoc.com.