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Niche
Marketing
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Article 8: Marketing To Niches
To successfully market
to niches, you need to know the consumers inside
and out, position your product or service in
such a way that it appeals to them, and tailor
your sales pitch to the audience you want to
reach.
Listen to the big issues that the niche market
customers care about. These issues can range
from environmental protection and education for
their kids to retirement security and leisure
time for family togetherness. List the major
concerns, interests and goals of your
prospective client base.
Also listen to the purchasing issues that they
care about. Maybe product safety reigns supreme
in a niche market for couples with newborn
babies. In B2B niche markets, forging long-term
relationships with suppliers might be an
important purchasing concern. Shopping
convenience, saving money with low-cost products
and even community involvement can fall into
this category. Identify as many of these
purchasing issues as you can.
Now that you have a handle on the motivations of
your niche market, look at ways you can position
your business to appeal to these consumers. An
office supply store, for instance, can promote
its recycled paper products to consumers
interested in environmental protection. Look at
different aspects of your products or services
that you can emphasize to the niche market.
Your next challenge is to craft a marketing
message that speaks directly to the niche you’ve
chosen. The better you define your product or
service according to the needs and motivations
of the niche, the more effective your marketing
message becomes. Think creatively.
After you polish your marketing message, look
for the most cost effective ways to deliver that
message. Again, keep in mind the motivations of
your prospective customers. Radio stations that
cater to your niche could be a good choice for
broadcast advertising. If your niche is
geographic, check out community publications.
Look at all of your options then put together a
marketing plan that fits your budget as well as
your niche market.
Finally, test the niche market and monitor the
results. Adjust your marketing strategy if you
don’t get the results you want. Refine your
marketing message. Try different ways of
delivering your message. Focus on other aspects
of your business that might better fit the niche
market. If your test marketing is successful,
then make an all-out marketing push. And be
prepared to change your strategy as your niche
market evolves.
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