A niche market is a relatively small group of potential customers that share particular characteristics. A niche product or service is marketed to one of these well-defined consumer groups. An example is selling rust-free thermometers for saltwater aquarium enthusiasts. Niche marketing isn’t new, but have you ever thought of niche targeting?
Even when you sell to a larger audience, you can focus on a niche in an ad campaign to expand your customer base. Mixing old and new methods can work well for this purpose. Let’s look at some ideas.
Billboard + Google Ads for Commuters
Billboards are a great way to target commuters. A niche market since COVID, these daily travelers are busy people who need time-saving services. If you provide prepared meals, laundry services, car appointment pickup and delivery, dog walking, or similar services, you can get their attention with a well-placed billboard. Keep your message brief and make sure your business name or URL is prominent so they’ll remember it. Then, use Google Ads to ensure they find your website, and reel them in.
Direct Mail + Facebook Ads for Seniors
According to Environics Research, 63% of Canadians aged 65+ have a Facebook account. This age group also checks their postal mail regularly and loves a bargain. Facebook allows you to target ads by age group and location, letting you generate interest and familiarity with seniors in a defined area. Follow up with a discount coupon in the mail focusing on areas with seniors’ residences and over 55 complexes.
Radio + Content Marketing
Can you define a segment of your market by the radio station they listen to? Maybe rodeo cowboy country music fans or 80’s rock sing-along boomers? Ads on local stations might be a great way to introduce potential customers to your blog or video channel that offers “how to” advice, like keeping your saddle looking new (with your product of course) or dealing with mementos if you’re downsizing (and we can sell you a great condo!)
Digital marketing is the most cost-effective, but sometimes you can get a bigger bang for your buck by creating a campaign that combines traditional and online methods to reach a smaller but potentially lucrative niche segment. Call us for ideas for your business!