Always a favorite marketing guru around here, Seth Godin has a quick quiz with a surprisingly telling answer. Instead of trying to win over the whole world, you should aim for a select niche of customers.
True, you might have a smaller customer base as a result – but you will have greater loyalty amongst those few. Let’s take a glance at some fields where this works:
- The “Twilight” fiction franchise – The majority of people just don’t get excited about vampire stories. So what? This series appealed to tween / teen girls with a vivid and somewhat macabre imagination. And now they’re rolling in the dough.
- Ethnic restaurants – Sure, not everybody likes (or even understands) Mediterranean food. So what? When you want falafel, hummus, and babaganouch, you just aren’t going to get that appetite satisfied at McDonald’s.
- Hot Topic – The mall-based clothing and gift franchise focuses on the “Goth” and “punk rock” demographic. The rest of the teens head for more traditional fare, but the headbangers and rivitheads all flock here.