Caterers need marketing savvy and creativity. They must be able to think outside the box to address their customers' needs. Partnering with other businesses is one way to help customers find what they need, and it's a smart way to promote your own business. By using guerrilla marketing tools and techniques, coupled with the partnering ideas outlined here, you'll have a leg up on your competition.

No matter how established you are, how big you are, or how well known you are, partnering with other businesses and other brands can help your business grow more quickly and to greater levels than going it alone. Fortune 500 companies routinely partner with other firms. For example, Duncan Hines uses Hershey's brand chocolate in its cake mixes, and Delta Air Lines is the presenting sponsor of Wintuk, Cirque du Soleil's new upcoming show at the Theater at Madison Square Garden. Cross-promotion builds brands in creative and cost-effective ways.

Advertising is expensive, and customers are bombarded with thousands of messages a day on the television, radio, computer, store shelves, and billboards. Anything you can do to step away from the fray and find innovative ways to promote your business will be valuable. Seek out partners you like. Look for people you respect and whose business sense you admire. Approach people who work hard like you and who also have growing businesses. Ideal partners are those that deal with your target customers.