Target or Niche Marketing -
What is the Specific Target Audience You
Will Sell To?
We have all heard hundreds of times that we need to
"target our market". Do you?
What is targeting your market?
Why should you target your
market?
What do you do with your
target audience?
How do you reach your
target audience?
Your target audience is a very narrowly defined subsegment of the total
population that have characteristics in common.
It is important to clearly identify the market segment or
niche that you will market to. To sell to "small businesses" or
to "females" is not refined enough. What kind of small
businesses? Where are they located? How small? What age
females? With what interests? Etc. You need to be specific,
otherwise you cannot develop your focused marketing initiative.
Does "homeowners" qualify? Well, it is not the entire
population, but it is still far too broad. Can you define it
geographically? By age? Number of residents? With or
without children? Those without steel or vinyl siding? Single
story? Accountants? You get the picture. Be specific.
Ask the old questions: who, what, when, where, why, which, what kind
of, how many? Find a niche.
How about "businesses on the web"? Again, too broad.
Even the question "where" can be applied to the internet as it
may be businesses on Xoom, or at Yahoo!, or MSN. Narrow down your
focus.
The size of the niche you choose is critical. It must be large enough
to have sufficient prospects to be able to generate enough sales to make any
money. At the same time, it must not be so large as to be meaningless.
Wow! Thanks a lot, hey! That narrows it right down. :))) Sorry, it
cannot be easily stated in more specific terms that are meaningful when applied
to specific markets.
Whereas,
in the physical world, niches are based on geography, geography is almost irrelevant on the Internet.
One way to look at niche marketing is to think that niches on the Internet are based
on what you sell, not where you are. And whatever you sell, you have to be the
place to buy it, because your competitors are just an easy click away.
Perhaps the better way is to think of your niche market as a small segment of
people, for whom you will be finding and offering solutions to their problems,
and your current product or service just might be one perfectly suited to this
targeted group of people.
Experts in direct mail market use techniques such as
"psychographics" to segment the market by shared
characteristics. Research has shown that people with similar
demographics tend to hold similar beliefs. You may try to segment a market
based upon shared personal values, ideals or beliefs.
You may start your thinking of niche markets of
people, professions or subject matters you already know. Are there specialty areas within your industry or within your expertise
that you might identify and service better than anyone is doing now? Who
works in that specialty area? Where are the located? Where do they
go on the Internet? Where can you find them offline? What are their
special problems?
None of us have unlimited resources of time and money. To get the
best results, we want to focus that time and money where it will do us the
most good. Experienced marketers have learned that you get the best
response when you offer something that the person is interested in.
(Wow, this business stuff is tough, isn't it?)
We are all inundated with advertising today. We simply screen out
everything except that which interests us. As marketers, we need to send
very specific messages that will be of interest to our target audience.
Don't be afraid to narrow down your target market. The wider your target - the less you can focus on the
specific needs of your customers. With a wide target you speak to
them in generalities. People don't like general and universal talk - they don't respond to it. They respond only when they feel
that you are talking with them, about them, and about their needs. When you try to talk to
everyone, you actually talk to no one.
Choose a niche small enough that you
can dominate it.
If we can send our sharply focused message to people who identify with
the message, and catch their attention, the chances of a favorable
response is much greater. Marketing is ultimately a numbers game,
with varying probabilities of success, depending on the methods used.
You do want to maximize the chances of your success, don't you?
(Oops, the cynic in me showed through. Actually, marketing is a people
game - helping people identify and clarify their problems and providing
solutions to enhance people's lives.)
You find out what is of interest to them, and you craft your offerings
to those interests. You develop your Unique
Selling Proposition (USP) that uniquely qualifies you to be the source
of help to them or source of solutions to their problems.
How do we find out what is of interest to them or what their needs are?
Well, there are two basic ways.
- The first is so simple that most businesses overlook it: go
ask them. Tom Peters, in his book, "In Search of
Excellence" was astounded by the number of businesses that do not
do this. Our asking will be of little value, however, if we just
go ask "homeowners" if we wish to sell vinyl siding to
middle aged, middle class owners of aging naturally sided homes in the
Detroit, Michigan area who work for Ford on the assembly line.
- The second is to try many different messages, measure the responses
and eventually you may find out what works best, and by deduction,
conclude that whatever it is that they are responding to must be what
interests them. If you are lucky! This is a tremendous
waste of time and money, but this is exactly what many businesses do.
No wonder so many new businesses fail within the first five years.
Some marketers take the first approach to a next logical step.
They believe that you need to identify a narrowly defined target market,
and then find out what that group ultimately wants and needs. Then
and only then, do you go find the solutions to the target market problems
and offer those to the group. Wow! That is a total reversal
from the way most businesses work - "This is what we make. Now
who are we going to find who will buy it?"
You find out where your target audience hangs out. Where do they live,
work, and play? What do they read? Where do they go on the
Internet? Then go there.
In many cases, it can be quite obvious. For example, if you have
golf clubs for sale, which group of people do you think is more interested
in your golf clubs: readers of Golf Digest, readers of Field and
Stream, or readers of Family Circle? (Sorry, I gave the answer away
by placing it first on the list!)
Other times, for some products or
services, it is not so clear. So identify some people who use that
product or service (such as your current customers) and go ask them.
|