Coattail Marketing

Re-inventing the wheel is tough. It’s far easier to refine, repackage, or reposition an existing idea—sometimes with just a different price or a fresh marketing angle. In sports, it’s called drafting; in nature, birds leverage “vortex surfing” when flying in a ‘V.’ In business, tapping into the groundwork laid by others in R&D, branding, and advertising is known as coattail marketing. Take a look at this photo—two clever coattail marketing strategies at play.

Let’s assume the Doodle Puppies sign was placed first: simple, handwritten, and to the point—call this number if you want a Doodle.

Now, look at the Corgi breeders—these marketers know what they’re doing!

The Coattail Strategy in Action:

1. Better Packaging – Eye-catching colors and heartwarming graphics.
2. Leveraging Technology – A scannable QR code for easy engagement.
3. Superior Placement – Positioning their sign ahead of the competition.

While the Corgi breeders excel in execution, the “Fence It!” sign might take the prize. Their genius? Strategic Placement. They don’t need to compete with dog breeders—they enhance the market. No matter which puppy a customer chooses, they’ll need a fence. Now that’s smart coattailing!

What’s your strategy for 2025? Are you launching new products and ideas? Then blaze the trail! Pay the price. If it is a good idea, someone will likely duplicate it in the future. That’s okay! Or are you looking to build on existing success? Learn from the best—improve the packaging, technology, or quality. Do it better, but don’t be lazy and just cut your price. Finally, take a lesson from the Fence it folks and find ways to add value without direct competition.

If designer dogs and fences can share a space, surely we can do the same in agriculture!