| When you market to a niche you are targeting a | | | | ever again!' Do you see how that would appeal to |
| very small select group of people. With research | | | | them? |
| you can identify what that group of people have | | | | You can of course use the same approach with |
| in common and in what areas where they will all | | | | any niche market. With a bit of research you can |
| be struggling. This way you can tailor your | | | | establish where you might be needed and what |
| marketing message, the words that you use, to | | | | services you can offer to add value. So don't |
| suit the target market. For example, if you were | | | | forget next time you are out networking, chat to |
| to target a group of individuals that were | | | | people in niches that interest you, find out what |
| constantly away from home due to their line of | | | | they struggle with and if these are general issues |
| work, you could say something in your marketing | | | | for people in their industry. Then even if that |
| material like 'Are you constantly away from home | | | | particular person doesn't need your services yet, |
| and worrying that the post is not being dealt with | | | | you can still tailor your marketing message using |
| or you'll come home to find that you car has run | | | | what you have learned and target others from |
| out of tax or the boiler has not been serviced?' | | | | their industry. |
| Do you see how someone who was away all the | | | | A little bit more research will also tell you where |
| time would identify with that question? They may | | | | you can find these people, what publications do |
| well have already experienced a situation like that | | | | they read, what groups or associations do they |
| or know that it will happen at some point. | | | | belong to? When you know what message to put |
| Now you can follow up that question with your | | | | before them, and you know what channels you |
| solution, something like, 'Our Mail Handling and | | | | have available to get in front of them the rest is |
| Lifestyle Management services mean that we can | | | | child's play. So as you can see, marketing to a |
| run your home and life for you while you are | | | | niche is an effective way of streamlining your |
| away meaning that you will never have to be | | | | marketing efforts and achieving better results. |
| reliant on public transport or have a cold bath | | | | |