Lesson #1: Find Your Niche Market
Lesson #1: Find Your Niche Market
Despite the significant impact that Simmons had in broadening the racial appeal of hip-hop, that was never his intention. He started out in the business primarily to produce black music for black people. His goal was to represent the true nature of the tough life on the streets, from where rap originated in the first place.
Unwilling to cater to the industry’s demands to tone down either his musicians or his message, Simmons insisted that his performers wear typical street clothing, such as black leather clothes, gold chains, caps and high-top sneakers. “In black America, your neighbour is much more likely to be someone like LL Cool J or Oran ‘Juice’ Jones than Bill Cosby,” says Simmons. “We need to hear the truth and see the truth in order for us to know where we’re going and what our problems are…Part of telling the truth is making sure that you know and talk more about what you know than speak or do music to appease those who are in power.” Simmons recognized his niche market and focused his energy on meeting their needs.
“A lot of the black stars being developed by record companies have images that are so untouchable that kids just don’t relate to them,” he says. “Our acts are people with strong, colourful images that urban kids already know, because they live next door to them.” When Simmons first began in the industry, it was this vast audience that he recognized companies had not yet begun tapping into.
“Michael Jackson is great for what he is – but you don’t know anybody like that,” says Simmons. “The closest Run-DMC comes to a costume is a black leather outfit.” He stresses that one of the most important factors behind his success has been an understanding of who his audience is and being true to that image. “It’s important to look like your audience. If it’s real, don’t change it…the [people] can smell the truth and they’re a lot smarter than the people who put the records out.”
Simmons recognized in his early days of promoting hip-hop events the feeling of many black adolescents that they were not only un-represented in the music industry, but also that they were in fact “targets that are looked down upon.” Simmons claims that this is where his company was able to gain threshold. “Rush Management identifies with them. That’s why we don’t have one group that doesn’t look like its audience.”
Simmons’ keen eye for the accurate portrayal of the urban culture came more from his own experiences and his desire to be involved in the movement than from a desire to create a successful business, although his success exceeded even the most optimistic of expectations. “I was more passionate about the culture and the phenomenon that was developing in the community than I was in the actual business.” But, he says, “I didn’t have any talent, so the only way to really be involved was to produce and promote the music I loved.” And it was to this vision and passion that Simmons stayed true, for it was the one and the same as with his niche market.
Lesson 1 Find Your Niche Market
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“You go to the people who are the smartest and most sophisticated and deliver on day one,” says Simmons. “Do a good job of it, and it’ll grow on its own.”
Despite the significant impact that Simmons had in broadening the racial appeal of hip-hop, that was never his intention. He started out in the business primarily to produce black music for black people. His goal was to represent the true nature of the tough life on the streets, from where rap originated in the first place.
Unwilling to cater to the industry’s demands to tone down either his musicians or his message, Simmons insisted that his performers wear typical street clothing, such as black leather clothes, gold chains, caps and high-top sneakers. “In black America, your neighbour is much more likely to be someone like LL Cool J or Oran ‘Juice’ Jones than Bill Cosby,” says Simmons. “We need to hear the truth and see the truth in order for us to know where we’re going and what our problems are…Part of telling the truth is making sure that you know and talk more about what you know than speak or do music to appease those who are in power.” Simmons recognized his niche market and focused his energy on meeting their needs.
“A lot of the black stars being developed by record companies have images that are so untouchable that kids just don’t relate to them,” he says. “Our acts are people with strong, colourful images that urban kids already know, because they live next door to them.” When Simmons first began in the industry, it was this vast audience that he recognized companies had not yet begun tapping into.
“Michael Jackson is great for what he is – but you don’t know anybody like that,” says Simmons. “The closest Run-DMC comes to a costume is a black leather outfit.” He stresses that one of the most important factors behind his success has been an understanding of who his audience is and being true to that image. “It’s important to look like your audience. If it’s real, don’t change it…the [people] can smell the truth and they’re a lot smarter than the people who put the records out.”
Simmons recognized in his early days of promoting hip-hop events the feeling of many black adolescents that they were not only un-represented in the music industry, but also that they were in fact “targets that are looked down upon.” Simmons claims that this is where his company was able to gain threshold. “Rush Management identifies with them. That’s why we don’t have one group that doesn’t look like its audience.”
Simmons’ keen eye for the accurate portrayal of the urban culture came more from his own experiences and his desire to be involved in the movement than from a desire to create a successful business, although his success exceeded even the most optimistic of expectations. “I was more passionate about the culture and the phenomenon that was developing in the community than I was in the actual business.” But, he says, “I didn’t have any talent, so the only way to really be involved was to produce and promote the music I loved.” And it was to this vision and passion that Simmons stayed true, for it was the one and the same as with his niche market.
Lesson 1 Find Your Niche Market
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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Leanne Hoagland-SmithAre your sales where you want them to be? Will you be one of the few who achieves sales or business success or one of the many who have failed to change? Are you tired of being told you are like everyone else? Then you may find my first book on sales of interest. Be the Red Jacket in the Sea of Gray Suits, The Keys to Unlocking Sales available at Amazon or at http://www.processspecialist.com/red-jacket.htm. This book is a reflection of my no-nonsense approach to improving sales to overall business results. If you are truly committed to making sustainable changes, then I can help you secure a positive return on your investment because I focus on executable solutions not telling you the problems you already know you have. From training to corporate (group) coaching to executive one on one coaching, my approach is to assess, create awareness, build a goal driven action plan and then execute. The bottom line question is "Not do you or your employees know it, but do you or they want to do it?" Please call for a free strategy session at 219.759.5601. - Visit Leanne Hoagland-Smith's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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