Niche Marketing
I’ve seen several illustrations recently that demonstrate the importance of niche marketing. Dan Kennedy always seems to be reminding us of this issue. In fact I ran across an articles in one of his NO BS marketing newsletters about niches which follows below:
MY ENDLESS NAGGING ABOUT “RICHES IN NICHES” CONTINUES. Example #1: The number of people participating in archery grew twice as fast as the number playing soccer and 25% faster than those starting to play golf over the past 5 years.
Dan Kennedy
Example#2: historically, women have been the family caregivers. But in the past 5 years, the fastest growing group of relatives providing unpaid care for adults was sons, to their fathers and mothers to the point that a full 40% of the 44-million unpaid caregivers are now men. They spend an average of 19 hours per week doing so and are twice as likely as women to continue working full-time while doing so.
What do such examples tell you? First, what was true may not be and probably won’t be in the future. Beware of historically based biases. Second, you can’t judge a niche or sub-culture by its cover. Dig deeper. Third, there are people with not only unmet needs but yet unrecognized needs secreted away in these niches, ready to hand over a lot of money to somebody specializing in their categories. What is you niche?
By the way, if you are interested in learning effective marketing techniques and strategies, one of the best things you can do for yourself is to subscribe to Dan Kennedy’s monthly marketing newsletter. For details about the newsletter, click here!
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