Marketing
How Small Businesses Can Leverage Piggyback Marketing To Succeed
By Andrew Walyaula
In an increasingly crowded and competitive business landscape, small and medium-sized enterprises( SMEs) often find themselves in a David-versus-Goliath battle for attention, customers, and market share. Unlike large corporations with deep pockets for advertising and sponsorships, small businesses must rely on creative and cost-effective marketing strategies to make their mark. One such strategy gaining traction is piggyback marketing, a clever approach that allows smaller brands to ride on the success, visibility, and credibility of larger companies or popular events. When done right, piggyback marketing can help small businesses level the playing field, increase brand exposure, and boost their bottom line.
Piggyback marketing, also referred to as“ coat-tail marketing”, involves aligning a product or service with a well-known brand, trending event, or popular cause to gain visibility and trust. Unlike traditional advertising, this strategy relies on
association rather than direct promotion. It could mean using another company’ s product as part of your service offering, participating in or referencing popular cultural moments, or even partnering with a bigger company through co-branding initiatives.
For small businesses with limited marketing budgets, this strategy can yield high returns. According to a 2024 report by HubSpot, 83 % of small businesses reported increased engagement and conversions when leveraging trending topics or partnerships compared to traditional standalone promotions.
Real-Life |
Examples |
of |
Piggyback |
Marketing |
|
|
|
Consider the example of Bamboo Cosmetics, a small Kenyan skincare company that sources organic ingredients locally. During the 2022 World Environment Day campaign led by UNEP, Bamboo
Cosmetics launched a limited-edition eco-packaging line while referencing the global theme“ Only One Earth.” They used hashtags like # WorldEnvironmentDay and tagged UNEP in their posts. Their campaign saw a 300 % increase in website traffic and a 120 % spike in product sales that month.
Another example is Bonfire Adventures, a Kenyan travel company that strategically offered discounted packages to popular local destinations during President William Ruto ' s Kenya Is Open for Business campaign. By aligning their messaging with national government efforts to boost domestic tourism, Bonfire received positive press and significant online attention without paying for traditional advertising.
These are examples of piggyback marketing done well- strategic, timely, and relevant.
Common Approaches to Piggybacking
The effectiveness of piggyback marketing lies in consumer psychology. People tend to trust brands that they associate with familiarity, credibility, and relevance. When a small business aligns with a trusted brand or popular movement, it borrows a part of that trust.
One of the most accessible forms of piggyback marketing is capitalizing on national holidays or global events. For instance, during the FIFA World Cup or the Olympics, small restaurants or bars can create themed promotions or viewing parties. A 2023 survey by Deloitte found that 70 % of consumers are more likely to engage with brands that acknowledge cultural or sports events.
Another approach is co-branding or informal partnerships. A local tailor may
74 MAL67 / 25 ISSUE