The benefits of Niche Marketing improve results
“Oh, how I wish marketing my business and brand were simple” is an all too common lament of company owners and managers. Of course it’s difficult. Important matters such as marketing are difficult. I can’t make things super-simple for you, but I can give you some new ways to think about how to market your business and brand. One that has me excited is the Benefits of Niche Marketing. I’m so impressed by how it can help companies that I’m devoting this month’s newsletter to this very subject. I hope you will be excited too!
Audrey Ferrante
Ferrante & Associates, Inc.
Benefits of Niche Marketing with print and digital.
Before we delve into the Benefits of Niche Marketing, let’s look at what’s happening with marketing in general. Whether we like it or not, marketing has dramatically changed over the past twenty years or so. Basically, it’s gone from a process focused on getting your message out on printed materials to one that is chock-full of new and confusing cross-media content delivery options.
As perplexing as these digital options are, a lot of folks think that they are replacing print; just like all of those people back sixty years ago who thought movies were being usurped by the latest and greatest medium, television. Not so then, and not so now. The key is to put both—print and digital—to good use as complementary media. Now let’s find some prospects to talk to with ink on paper and pixels on screens…
How Niche Marketing helps garner greater results.
In marketing as it is in other arenas, smaller can be better. One of the more effective ways to go small in marketing is by going after niche markets. 
Choosing a niche market permits you to dominate it. When you do, you automatically become the recognized authority in your field—and suddenly people turn to you as an expert, as well as for sales!
Big companies get big results with niche marketing.
Many of the largest corporations target carefully pinpointed market segments to maximize the effectiveness of their advertising programs. Large companies favor niche marketing for a host of reasons. One reason is that it’s an extremely cost-effective way to go after important market segments. When you spend your marketing budget on one group as opposed to many, you can advertise with greater frequency or use a more comprehensive media mix (think cross-media content delivery options). So you see the benefits of niche marketing come in many forms.
Go niche, but go slow and go smart.
It may sound counter-intuitive but one sound way to grow your company’s customer base is to target a niche market, then expand into other markets. To do so in the most advantageous manner, remember the advice below—
- Meet the unique needs of your niche market. The benefits you promise must have special appeal to the market niche.
- Say the right thing. When approaching a new market niche, it’s of vital importance to speak the language of niche members.
- Always think things through. Before you move ahead with a campaign, assess the direct competitors you’ll find in the new market niche and determine how you will position against them.
Print is still a viable path to take.
Face facts; print costs more whether you’re aiming at a niche market or not. But focusing solely on the cost of print is not the most prudent thing to do. Don’t just look at which medium—print or digital—cost less. Ask yourself, which is a more effective means to target your audience and get you more results? And the answer to that question is print. Print stands out in the crowded field of electronic communications. In survey after survey, it’s been proven that people trust the printed word far more than they do its digital counterpart. Print is also more direct and easier to distribute, and its physicality makes it more tangible, real and, perhaps best of all, more believable.
Not all printing services are equal.
With so many changes in marketing and in printing, it’s important to choose a provider of printing services carefully. If you don’t have the time or the expertise to get the most out of current advances in print technology, choose Ferrante & Associates as your print partner. Over the years we’ve been the print partner for many companies and organizations, with results that make our clients very, very happy. We’d love to do the same for you.
Keep the conversation with us going and growing
Thanks for reading this month’s Ferrante Speaks newsletter and learning how Niche Marketing is an effective way to get greater results.
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