Why Piggyback Marketing is Awesome

October 7 2017, 8:59pm

Almost a year ago I was gifted a 3D printer. Even though I did my due-diligence in terms of figuring out what extra equipment and software to get, I still found myself overwhelmed by the options. As most people do, I've since developed software preferences that I rely on to make 3D models (one of which is Autodesk Fusion 360). The journey to finding this particular piece of software, though, was surprisingly short thanks to piggyback marketing.

3D printer

What is piggyback marketing exactly?

Piggyback marketing is the concept of borrowing on the marketing efforts of another product or service in a complementary but non-competing manner.

For Autodesk and so many other software companies this looks like partnering with hardware manufacturers in their respective verticals. A customer of a 3D printer can, consequently, discover relevant software with less friction. This was wholly the case with Autodesk who offered a free subscription to their service for a year right in the box the my 3D printer was shipped in.

Piggyback marketing is a great way of acquiring new customers as they are targeted at a time and place that is often more optimal than standard marketing efforts. Timed just right, piggyback marketing can also realize the benefits attached to delightful-use moments.

Although piggyback marketing is great, there can be a problem with too many people piggybacking at the same time. A good example of this is evidence simply by the term bloatware. On hundreds of android devices, phones come preloaded with an assortment of software. Notwithstanding the fact that many of them can't be removed, because of the competition for attention, the positive effects of piggyback marketing are greatly diminished.

Autodesk Fusion 360

Photo by Creative Tools

Going back to the case of my 3D printer, because it was bundled with only one piece of software, Autodesk Fusion 360, the 3D modeling software stood out that much more. Even to this day, I continue to use the program to design random odds and ends.

What's a great example of piggyback marketing that you've seen?

PS: for those interested, I have a Printrbot Simple and love it to see how my models work out.