Piggyback Marketing

Posted in Marketing and Strategy Terms, Total Reads: 13353

Definition: Piggyback Marketing

Sometimes, two or more companies come together to form a market strategy, where-in they represent one-another’s products in their respective target markets. This type of market strategy is called piggyback marketing.


Important components to the definition of piggyback marketing are:

• Products should be complementary ( i.e. Non-competing)

• Low-cost market-entry strategy

• Maximum promotion in the right markets


Generally firms go for piggyback marketing because:

• A local company may desire to enter into foreign markets but they do not have the required money or expertise to do the same

• A small business may not have enough money to do the required promotion for its products

• A multinational company may be looking to expand overseas to some potential markets but lacks the complete understanding of a new target audience and thus can take help from local players


A general approach to go about piggyback marketing:

• Understanding the target market is the most basic but the most important step

• Build a list of complementary businesses

• Think about the various ways that could help in generating revenues by working together

• Be creative

• Take time to find the right partner and the right opportunity

• Always keep in mind your target audience


Some examples of piggyback marketing:

• A wedding planner can enter into an agreement with a video photographer, to put a link of one’s site on that of the other

• A wedding shop owner and a florist can come to an agreement by promoting each other together by organizing a fashion show

• A hotel owner and a restaurant owner can agree to provide a complete package to the customers which may include a dinner and an overnight stay


Hence, this concludes the definition of Piggyback Marketing along with its overview.

Browse the definition and meaning of more terms similar to Piggyback Marketing. The Management Dictionary covers over 7000 business concepts from 6 categories. This definition and concept has been researched & authored by our Business Concepts Team members.

Search & Explore : Management Dictionary

Share this Page on:
Facebook ShareTweetShare on Linkedin