Piggyback Marketing

Unfortunately, it’s all too easy in marketing to be narrow minded and think of your own business’ marketing needs. We often fail to see the potential in creating mutually beneficial relationships that compliment our services. In reality, this is a great marketing tactic known as piggyback marketing. Be prepared to get creative!

According to the Business Directory, piggyback marketing is defined as:

“A low cost market entry strategy in which two or more firms represent one another’s complementary (but non-competing) products in their respective markets.”

By knowing and understanding your target market, you’ll be able to better identify other businesses that would be ideal candidates for this tactic. A few examples of good piggyback marketing include:

  • A manufacturer partners with a friendly supplier to cross-promote services
  • A healthcare organization partners with a local media outlet to host an audience-specific event
  • A restaurant partners with a hotel to offer a special weekend package with dinner and an overnight stay, and they share the cost of the mailer
  • A wedding dress shop owner partners with a local florist to host a bride-to-be expo
  • A car dealership provides coupons for a car detailing shop in town

The list could go on and on.

And always remember…