by: Geoff Ficke

5 Examples of Remora Fish Marketing That Can Jump Start Your Product’s Sales & Marketing

Everyone is fascinated by sharks. They are so dangerous, explosive and mysterious. Television documentaries detailing their habits, hunting techniques and brutality are ubiquitous, As exciting as the video footage of the lives of sharks is to viewers the little fish that rides the backs of the “alpha” predators receives just the opposite sort of attention. The Remora fish goes almost unnoticed.

The Remora fish gets a free ride. It simply clings to the back of the shark. As the great beast tears apart its quarry and consumes great chunks of flesh the Remora simply gobbles up the bits and pieces of the detritus of the dead animal being feasted upon by the shark.

Remora Marketing Strategies are a type of campaign whereby free-loaders glean sales from the Advertising, physical Retail location and Sales Promotion of more aggressive, better financed stores. The following 5 examples of Remora marketing Strategies can be altered and used as a template for your particular Consumer Product or Service situation.

1. Have you ever seen a mall kiosk advertise?

Easy answer, no! They do not have to because the anchor Department Stores in a mall and the national chains advertise relentlessly to pull in traffic. The center aisle kiosk vendor preys on this supply of traffic, much like the Remora. Toys, Skin Care, Watch and Jewelry, Home improvements, Sunglasses and so many more products are sold in mall kiosks that exist solely because the sharks (big box stores) pull in their prey for them. The kiosk location is the Marketing Strategy for these niche retailers.

2. Look at who is selling at County and State Fairs.
There are a surprising number of artisan product manufacturers that sell their products by following the circuit of state and county fair schedules. They simply lease a space on the midway. The head count at these venues is a known quantity and with a minimum of demographic research you will be able to confirm if your product is likely to succeed here.

3. The Remora Roach Coach?

The old slang term for the mobile food truck, the “roach coach” is no longer completely applicable. Today, in many cities there are upscale foods being prepared by talented chef’s that are served from roving mobile food coaches. Korean, Cajun, Mexican and New American foods that enjoy excellent reviews can be sold profitably and consumers are lining up to enjoy these treats. The Remora aspect is that the trucks can locate where foot traffic is heaviest. Lunchtime might find the coach in city center. Late night the rig is moved to the entertainment district. Festivals will often find these entrepreneur’s nearby servicing the overflow crowds.

4. Art Fairs are winners!
Many cities have art fairs that they promote heavily. Artisans of all types are encouraged to participate in these shows. I know a lady who makes Gourmet Cupcakes and does a brisk business at upscale art shows only. She travels an area of about 100 miles from her home and has developed a loyal following who buy her treats throughout the year. She is an example of the art fair Remora.

5. Spend “the season” in a travel destination.

I have had several clients who move to Florida in the winter and return north for the summers. They do this for the weather of course, but also because they have created seasonal niche businesses. One fellow is a hunting guide in the winter and a fishing guide in the summer. Another makes custom fly fishing lures that he sells to owners of luxury Jim Grant fly rods.

A Remora Marketing Strategy is simple to execute, can be low overhead and is flexible. For years the Remora concept has been utilized by Companies to enhance or embellish Branded products (i.e. AMG customization of Mercedes Benz automobiles). Entrepreneurs can make the Remora model work for them as well.

Author's Bio: 

Geoff Ficke has been a serial entrepreneur for almost 50 years. As a small boy, earning his spending money doing odd jobs in the neighborhood, he learned the value of selling himself, offering service and value for money.

After putting himself through the University of Kentucky (B.A. Broadcast Journalism, 1969) and serving in the United States Marine Corp, Mr. Ficke commenced a career in the cosmetic industry. After rising to National Sales Manager for Vidal Sassoon Hair Care at age 28, he then launched a number of ventures, including Rubigo Cosmetics, Parfums Pierre Wulff Paris, Le Bain Couture and Fashion Fragrance.

Geoff Ficke and his consulting firm, Duquesa Marketing, ( has assisted businesses large and small, domestic and international, entrepreneurs, inventors and students in new product development, capital formation, licensing, marketing, sales and business plans and successful implementation of his customized strategies. He is a Senior Fellow at the Page Center for Entrepreneurial Studies, Business School, Miami University, Oxford, Ohio.