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10 niche marketing tips By Jakob Jelling In our increasingly driven consumer economies, the average customer is bombarded by choices. With increased saturation of the market, companies look towards niche marketing to search new, ever-evolving and sophisticated consumers. Where generalized marketing proves to be expensive, niche or target marketing delivers a focused message to a group identified on the basis of their shared belief-systems, social or personal history or lifestyles. Niche marketing studies how consumers develop affinity towards a product or service. They then position themselves as an understanding member of this group, targeting them with tailored promotions to generate sales. We here list some strategies to help manufacturers maximize their advertising programs: 1. The company or individuals should display sincere belief in the niche they want to target and evince interest in its activities. If possible then they should become involved with the group donating time and financial support. For example, soft drink companies regularly sponsor sporting events. 2. It is always a good idea to market yourself as fulfilling truly unique needs. Example, a reiki therapy center provides distinctive lifestyle options. 3. You can affect an entry into your target demography by appropriating their language. Teenage sales driven companies regularly employ this strategy. This helps them in approaching them as their peer and not an outsider. 4. A company looking towards expanding its consumer base may want to target an extremely different social group with the same product. Candy makers have proved to be especially savvy in this regard. They positioned fortified chocolate bars as ‘energy braves’ and at a stroke introduced huge ranks of adults (along with the traditional children and young adult demography) into their marketing folds. 5. The introduction of keyword searches on internet advertising campaigns is extremely effective in today’s ‘logged on’ world. They direct internet surfers to websites providing an effective means to reach audiences. 6. As market saturation increases, the consumer becomes increasingly jaded. Newer, brighter and louder advertising campaigns all start looking the same. In this scenario an organization can cut through the clutter by first identifying its USP (unique selling proposition) and then effectively communicating this to its buyers. 7. Most organizations fear stagnation in the future. It can research its consumer base to find what specific additional services they desire. Developing these sought after products and services, they can insure consumer loyalty. 8. Of course, one of the most effective tools of niche marketing remains a website. It can be a source of comprehensive information, product listings, consumer feedback forums and its best feature is that being regularly updated, it can keep up with market trends. 9. Sustained and quality advertising on regional/local, as well as ethnic entertainment channels (radio and television) can prove to be both cost-effective and focused. 10. Developing an even more focused sub-niche is a means of expanding
your consumer base. For example, while young adults constitute a niche
of their own, young adults who like rock music can be a sub-niche.
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