A few weeks ago I was in Salt Lake City visiting with my brother. The first thing I would do every morning is go get the paper, sit down and do some reading.
An advertisement caught my eye.
It was an ad from a travel company that was promoting one of its websites. The website is http://www.LDSTrips.com
If any of you have been to Salt Lake City you know that it is the capitol for the Church of Jesus Christ of Latter Day Saints (commonly called the LDS Church).
Well, to drum up business this clever travel company created trips that would appeal specifically to members of the church.
All of sudden, business started booming.
Here's the actual advertisement for LDSTrips.com
http://url123.com/ua3c6
Niche Marketing Is Where It's At..
The travel industry knows that niche marketing is where it's at for attracting new customers.
That same day I noticed the ad for LDSTrips.com I was in a grocery store with my wife thumbing through a few magazines.
My wife is a quilting nut. She loves to quilt.
(We even have an entire room in our home dedicated to the quilting industry.)
So she handed me a quilting magazine to look at something and as a good husband, I pretended like I was interested :-)
Eventually, I flipped to the back of the magazine to see the ads (the only thing interesting in a quilting magazine) and there was a 1/4 page ad for an "Alaskan Quilting Cruise."
Amazing.
Here's the ad for the Alaskan Quilting Cruise.
http://url123.com/uwkgu
Birds of a Feather Like to Flock Together
The reason the travel industry is so successful employing niche marketing is because people like to hang out with other people who have the same passions as they do.
- Marketers like to hang out with other marketers.
- Basketball players like to hang out with basketball players.
- Bird lovers like to hang out with bird lovers.
- Stock traders like to hang out with stock traders.
- Runners like to hang out with runners.
- Birds of a feather like to flock together!
Here's How You Can Use This Simple Human Fact to Get a Lot More New Customers, Clients, and Patients...
Because people like to hang around with people who have
similar interests, why not create events and offerings that appeal to specific groups of people.
For instance - - here are some ideas to expand your thinking.
- Clothing Store
Hold an "AARP" night and invite all the local AARP members to your clothing store for a closed door appreciation event.
- Accountants
You can create an "Auto Dealership Accounting Package" and send promos to all the auto dealers in town.
- Auto Repair Shop
Sponsor a local "teachers tune up" week in which all the teachers in the area get a special discount on a tune up.
- Window and Glass Company
Sponsor an education night for all the contractors and builders in town and offer free drinks and food.
- Insurance Agent
Offer a "Newlywed UCLA Insurance Program" for couples just getting married who attend UCLA (or any other university).
Take Your Cues From the Dating Industry...They Understand How to Do Niche Marketing.
Here's What I Mean...
Just look at these sites.
http://www.LDSSingles.com
(for LDS Church members who are single)
http://www.EquestrianSingles.com
(for singles who like horses)
http://www.CowboyCowgirl.com
(for singles who like living the country life)
http://www.AnimalPeople.com
(for people who love to have pets)
http://www.ChristianSingles.com
(for Christian singles)
http://www.GreenSingles.com
(for singles who are environmentally conscious)
Conclusion
Niche marketing is such an important concept for you small business. Every business should be doing some form of niche marketing.
Take advantage of the fact that like-minded people want to hang around each other and sponsor events for them that gives you exposure.
A west coast restaurant called http://www.Wahoos.com sponsors events for the "hip crowd" and drives scores of hipsters to its restaurants.
You can do something similar. The only thing that is stopping you is your own imagination.
Niche Marketing Miracles What You Can Learn from the Travel and Dating Industry About Niche Marketing - To learn more about this author, visit David Frey's Website.
Like this article? Share it with your friends
|
|
David Frey
(Visit David's Website)
David Frey is the author of the
best-selling manual, "The Small Business
Marketing Bible" and the Senior Editor of
the "Small Business Marketing Best
Practices Newsletter
|
|
|
|
![[Get Copyright Permissions]](http://license.icopyright.net/images/icopy-w.gif){kind=small}
