The Itch to Niche Niche marketing is not a new practice in the marketing world. Large corporations and small business enterprises alike, have applied this technique to more effectively target their products and services to a specific audience that has a unique need or desire for what they offer. Many business owners prefer to practice the "fire hose" approach to marketing -- assuming that if they "spray" their message across a broad audience, they're bound to connect with something. And while that tactic can yield some results, successful business owners have found that a more focused approach to capturing your audience's attention can be much more effective. So have you developed the itch to niche? Are you ready to narrow your target audience for a more focused approach to marketing? Keep in mind that committing your marketing efforts to a niche market doesn’t necessarily eliminate all other target groups from your radar screen. It simply means that your focused marketing efforts and dollars are geared towards capturing the attention of a very narrowly defined group of customers. There are bound to be other markets that are interested in your products or services. Don’t neglect them. They could become your bread and butter while you develop your niche marketing campaign. But keep your marketing eyes focused on your niche market. How do you choose a niche market? First, sketch out a profile of your dream client or customer; not just their business or industry, product or service, but their characteristics. How do they conduct business? What is their approach to business development, operations, planning, production, communication? How do they interact with their own clients and customers? What is their level of knowledge about your product? What percentage of their business depends on your services? What is their annual revenue? How much of their budget is earmarked for purchasing the product or service you provide? What are their business habits—where do they network, what periodicals do they read, what websites do they visit most often? Next, select one characteristic of that group that your company can easily and cost effectively exploit, and turn it into your unique selling proposition. For example, let’s say you sell art prints and do custom framing. Among your other clientele, you have determined that your niche market is medical offices within a 10 mile radius of your business. These medical offices include dentists, chiropractors, psychologists, obstetricians and optometrists, who approach their patients in a sensitive and caring way. You have found that they all share in common a concern for the comfort of their patients while they are waiting to be seen, and during their appointments. So they want to present a calming, comfortable atmosphere in their offices and waiting rooms. Enter your company. Your presentation to this niche market is that you can provide them with unique prints of nature scenes that have a calming effect on people, helping them project the atmosphere they want for their patients. You further express that you can supply custom frames for these prints that will complement the existing décor of their offices. You offer free delivery and a 10% discount on their second order. When you incorporate these key messages into every piece of marketing collateral you put out (brochure, line card, website, post card) and in your advertisements, you’re bound to strike a chord with this niche market because they will see that you understand their concerns and have a solution. Beyond that, other potential clients will see that you’re willing to customize your products and services for a specific group and want you to do the same for theirs. Don’t you think that accountants, employment counselors, hospitals, attorneys and other businesses who want the same peaceful environment for their clients would also want you to provide their custom framed art? So now you have a message that sells, you’ve targeted it to a very small market segment, you have positioned your business as the expert, you’ve captured a previously untapped market, and you’ve attracted some secondary markets. What a great way to grow your business!