When you define your niche market, your vision clears, your options narrow, and the extraneous falls out of view.
A great example of this principle in action is Playskool. According to an article in Adweek, Playskool is dipping their toe in social networking sites. A giant corporation being attracted to the glitter that social networking sites offer is nothing new. However, Playskool is ignoring the grand daddy of all social networking sites, MySpace for the greener pastures of a brand new social networking site called CafeMom.
The four month old social networking site is a mini MySpace, the key term being MINI!
By defining their niche market, CafeMom has made their site extremely attractive to advertisers who have also carefully defined their target market… advertisers such as Playskool.
According to the article:
While MySpace boasts that it generates the most page views of any site, some marketers are focusing instead on networks barely a fraction of its size to serve as marketing test beds. The obvious advantage of niche networks: advertisers are less likely to talk to the wrong consumers.
Niche Marketing is all about talking to the RIGHT customers! It’s not about trying to find a secret, hidden cache of customers who have been overlooked or ignored by other businesses… it’s about tailoring your message to your target customer. Because when you start viewing the world from your CUSTOMER’S point of view, you rise above the noise and your message can be heard.
When you tightly target your target or niche audience, suddenly MySpace is too broad, to fractured to be of any use. When you come across a site like CafeMom and your target audience is mothers of small children, you don’t have to think twice. You know you’ve found a place for your message.
I agree with you, niche marketing is about talking to the right customers, and give them what they already want. If you find something that prevent them to sleep, you are on your way to become a success.
Franck.