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Beyond Niche Marketing

Beyond Niche Marketing

Get more customers. Grow your business.

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Niche Marketing + Direct Marketing…a match made in heaven!

August 17, 2007 by Kathryn Hendershot 4 Comments

One of the real "blessings" to targeting a niche market is how easily and effectively you can reach the members of your target audience.  However, I’ve found a LOT of my clients have a really hard time wrapping their brains around the tightly targeted niche marketing concept. 

One client was determined that his "niche" market was small business owners.  We kept going around and around as I struggled to communicate the essence of niche marketing.  My client was DETERMINED that small business owners was a niche market while I was equally adamant that small business owners is NOT an example of a tightly targeted niche.  It wasn’t until I took him down the path of direct marketing or DIRECT MAIL LISTS that I was able to illustrate my point.

In this client’s case, I asked him to price direct mail lists to deliver his message.  Ah, there’s no better "wake up call" than paying for the contact information of those you want to reach with your advertising message! 

Even though we were building a web site, he still needed to view his choice of "niche market" through the direct mail lense for an effective illustration of how tightly he had narrowed his choice of target customers.

I was able to show my client that if he would tightly define his target, it would be much less "expensive" to send out a direct mail piece if he would tightly target his audience.  For example, rather than target the very BROAD market of "small business owners" he could invest in a more targeted list, such as "chiropractors" or "accountants."  Because each of those "categories" are included under the very BROAD heading of "business owners"…. he would be reaching those target customers with his very broad "small business" designation but he’d also be reaching a lot of other small business owners as well.

The beauty of direct mail is it allows you to tightly target a specific market better than any other advertising medium.  Because you’ve decided in advance who gets your message, when the message will arrive, and where they’ll be when they get it, you can tightly target your message and DRAMATICALLY increase it’s effectiveness.

Combining direct mail with the web is still undiscovered territory for MANY small business owners.  Many small business owners would rather venture into the very trendy direct marketing medium known as Google Adwords than trudge through the dull and boring world of direct mail marketing. 

It’s important to note that the same elements that create success in a direct mail marketing campaign are the EXACT SAME ELEMENTS that create success with Google Adwords.  As anyone who has dipped an uneducated toe into the Google Adwords waters can attest…  a poorly planned Google Adwords advertising campaign can be some of the most EXPENSIVE advertising known to small business owners!

Filed Under: Niche Marketing

Reader Interactions

Comments

  1. Consumer Mailing Lists says

    February 18, 2009 at 3:00 pm

    I kept nodding my head as I read this, so true! DMM is a great way to target a specific market, I wish more people would realize this!

    Consumer Mailing Listss last blog post..This is a test run – Data Advisor Week of May 03

    Reply
  2. Stephanie @sonicprint says

    August 2, 2010 at 11:28 am

    “The beauty of direct mail is it allows you to tightly target a specific market better than any other advertising medium” – Words to run your business by. Great Read!!!

    Reply
  3. Purchase Mailing Lists says

    August 25, 2011 at 3:55 pm

    Absolutely true! You can easily end up trading 4 quarters for a dollar if you’re not careful with google adwords campaigns. Watch your metrics carefully! great post!

    Reply
    • Kathy says

      September 9, 2011 at 10:57 am

      I adore that phrase – “trading 4 quarters for a dollar”. GREAT description of the process!

      Reply

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Advertising Advertising 2.0 advertising and marketing for small business owners advertising and the web Advertising Effectiveness Affordable Small Business Marketing Strategies Beyond Marketing blog blogging and branding branding branding and entrepreneurs building trust business building business marketing strategies business owner creating a product for a niche audience customer's reasons for buying Customer Service free PR major sale marketing campaign marketing magic marketing messages marketing plan niche market Niche Marketing niche marketing for small businesses niche marketing strategy niche marketing wisdom PR small business small business advertising small business advertising solution small business marketing small business marketing consultant Small Business Marketing Strategies Small Business Marketing Success Online social marketing Social Media Marketing target audience the long term value of a customer transparency viral marketing word of mouth advertising word of mouth marketing

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