Small Business Resource: The Art of Niche Marketing

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August 16, 2007

The Art of Niche Marketing

If you want to know what is niche marketing, look at a simple example. You don't need marketing case studies, you only need to look around you. Look, for example, at high schoolers. In a certain geographic location, they will all look much like each other. They will all fit into one of a couple or three different groups, defined by the music they listen to, the fashion styles they wear, and the books they read.

So what is niche marketing? Niche marketing is what determines adolescent identity. All of them buy into a certain manufactured image of what they are supposed to be. It might be rebellion through music, it might be showing off their success through fancy jewelry and hip-hop clothing, or it might be a preppy look that shows that they are bound for bigger and better things. Whatever it is, niche marketing did it. These images were sold to them by big companies, even though these teenagers think that they are expressing themselves.

Of course, understanding what is niche marketing is important to your average consumer, but it is crucial to businesses. We live in such an individualistic society that no business can hope to market to everyone. This is why businesses have different brand names for different products. If they did not know what is niche marketing, each would try to be the biggest and the best. Instead of marketing to a specific subgroup, they would try to market to everyone. Companies that do this make no one happy. None of their consumers will be very loyal, and they will leave at the first sign of something better coming around. Understanding what is niche marketing is the only way to keep your customers on the scene.

Posted by David at August 16, 2007 3:19 PM