Don’t Make This Fatal Marketing Mistake!

9 May

As marketing techniques continue to change on a daily basis, it’s important to remember one of the fundamentals of creating a successful marketing campaign: NICHE MARKETING!

Niche marketing requires you to clearly identify specific customers you are targeting. You don’t have the advertising and marketing budget of a Fortune 500 company, so stop marketing like a Fortune 500 company. If your marketing campaign and message fail to specifically communicate directly to a certain segment of customers, you might as well flush your marketing investment down the drain.

Here’s an ad from Coke (the goal of this ad is to raise brand awareness. Coke can spend advertising dollars on brand awareness because it has a billion dollar advertising budget….you DO NOT! Who is the target market in this ad? The world?).

Brand Awareness Ad

Here’s a great example of a niche ad from the famous “Dummies” series. It’s extremely easy to identify the target (new bowlers and people who want to improve their bowling! This is how your marketing campaign and message should look…SPEAK DIRECTLY to your target market!!):

Great Niche Marketing Ad

What tweaks can you make to your advertising and marketing strategy to communicate directly with your core audience? Start with identifying your target marketing and then create a marketing plan that speaks directly to them.

Good luck!

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4 Responses to “Don’t Make This Fatal Marketing Mistake!”

  1. Transition Marketing May 9, 2012 at 12:37 pm #

    My friend, I want to thank you. You have put into words a key point that we ourselves continually try to communicate with customers. As we specialize in small business marketing, we know all about the need for NICHE Marketing.

    When it comes to Small Business, effective Niche Marketing can accomplish scads more than Mass Marketing techniques. Don’t just cast a net out and hope for the best, customize the bait, the sinkers and the hook – get the fish you need!

    Man you can tell it is summer…. I need to go camping!

    As Miles Gunnar put it “Only the small fish may eat where the big fish cannot go” – Small Business owners can target the smaller guys because they are over looked (or misunderstood) by Big Business.

    • Kurt Hunter May 9, 2012 at 1:56 pm #

      Thank you for the comment! I really like Miles Gunnar’s quote: “Only the small fish may eat where the big fish cannot go.” That’s so true. When businesses decide to get ruthless about niche marketing and establish a clear, focused marketing strategy aimed at its target, they will dominate.

      Thanks again for the comment–best of luck with your business endeavors!

      • Transition Marketing May 9, 2012 at 3:42 pm #

        Same to you!

  2. Edmund Amoye May 10, 2012 at 12:02 pm #

    Wonderful post. Short and to the point, yet full of powerful lessons. This is key in any tier of business, whether you cater to the larger population or specific customers.

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