Niche marketing is a fantastic way to maximize your advertising budget. More and more companies are moving towards niche marketing because consumers are becoming so massively varied. Not everyone wants the same thing from your company or your product, so choices have to be made about who to market towards and what you will say to that specific market.
When saying “niche marketing”, we don’t mean that you have to focus on solely one market and must ignore all others. Niche marketing simply means that the company must focus its efforts different for every audience the message will reach.
For example, you might want to reach both college-age consumers and baby boomers, but the message you will send to each must be carefully worded to appeal to both of them in order to achieve the best results.
One of the most important parts of niche marketing is meeting the unique needs of each market you reach. You must think about what each group wants and desires most in the product, along with the kind of messages that they will be offended by or simply won’t respond to.
You must provide your target group with something that is new and attractive, quite possibly something that they have never had the chance to buy before. For example, if you own a dog food company, you can target a very niche market by providing environmentally conscious consumers with a dog food that is produced using sustainable practices.
By finding these specific consumers and marketing this unique product to them, you gain an audience that is more likely buy and to buy with interest and confidence. This is exactly what every company aims for.
Also be aware that niche markets allow you to change your message very slightly for each group of consumers. As mentioned before, you must consider whether an audience could ever be offended or simply not interested in a certain message even though it has tested well with other groups.
By focusing on a smaller, very varied group a company can gain the ability to fine-tune their message to say to sell the product more persuasively. It can be helpful to gain an insider perspective for these groups.
For example, if you are marketing towards a Hispanic market, make sure you find someone who can fluently speak Spanish and knows all of the connotations of the words you will use in your campaign. You don’t want to make a silly mistake with language.
Likewise, you wouldn’t want to use flowery language in a message for burly men or use rough words in one targeted towards elderly women. Know your audience and know how your message will be received.
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