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Niche Marketing Sometimes less is more. Defining your niche may involve positioning your product or service to a smaller, more narrowly defined portion of a larger market. The process begins by drilling down on what you know about your business. Oftentimes there is a unique trait -- a demographic or psychographic thread -- that runs through your biggest and best customers. Niche marketing seeks to identify that trait and then magnify it to other like-minded people. These campaigns can be small, grass roots efforts -- or they can be supported by a full communications package including supporting ads. Regardless, the message must be on point and resonate with your current and desired customers. |
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