This CAS Mini-Cast is brought to you by ColDesi

Episode Summary

In this quick CAS Podcast Mini Cast, Mark from ColDesi introduces the powerful concept of Horizontal Marketing—a strategy that can open up new sales opportunities and expand your reach by thinking laterally instead of vertically.

What Is Horizontal Marketing?

Unlike traditional vertical marketing—where businesses focus on a single industry or niche—horizontal marketing targets different markets or customer types that may all benefit from the same product or service.

For example:

● If you’re selling custom t-shirts to a local school, you might also market the same services to gyms, local restaurants, or event planners.

● Your core product doesn’t change, but your customer segment does.

This approach allows businesses to:

● Maximize equipment and production capacity

● Diversify income streams

● Reduce dependence on one customer type or season

Why It Works

Horizontal Marketing is especially effective in the custom apparel and product decoration industry because:

● Many different industries need branded products

● Word of mouth and referrals can spread across unrelated sectors

● The same tools (e.g., white toner printers, DTF, embroidery) can be applied to new markets with little to no operational change

Mark encourages listeners to look beyond their current customer base and ask:

“Who else could use what I’m already good at delivering?”

Key Takeaway

Don’t get stuck in a vertical rut. Expanding sideways—into new industries, organizations, or audience types—can fuel growth, open doors, and increase stability in your business.