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Why market to ONE when you can reach 100?

By September 3, 2015 September 27th, 2017 No Comments

This year, here are some serious marketing help* for the opposition party GE.

A couple weeks ago, I had an article using General Election as the metaphor for marketing to your niche, we see that one of the opposition party used QR code in their posters to encourage interested voters to visit their Facebook page.

Good for an instant update of rallies and interactions.

We can see, from a marketing point of view, this party is focusing their effort on a specific group of people.

English speaking, tech savvy, Facebook users.

 

Do you know that even their messages on the 2 posters are targeted at this group?

One talks about over-population, the other about bringing forward the withdrawal age of retirement fund.

So what can we see from this real example?

4 steps to communicating with your target audience effectively

1. Niche your market. 
You can’t possibly have a message that is relevant to everyone (perhaps unless it’s a crisis emergency message like “Go to your nearest underground shelter NOW!”)

2. Research.
Know about your niche.

3. Reflect their main concerns in the marketing materials.
Write headlines that captures the attention of your niche.

4. Communicate in their preferred medium.
Where do they hang out? What’s their favorite method of consuming information?

Of course there are a few more things they can do better, such as…a Call-To-Action. Only those curious ones (like the intrinsically motivated people) would scan the lonely QR code, conveniently placed at a corner.

So how do you market and write to your niche market?

None of us have an open budget when it comes to marketing.

Spread your marketing net wide and chances are you are not optimizing your resources.

Seen how many people throw away flyers at the next bin right after they receive it?

Let’s say we are launching a new professional DSLR (Digital Single Lens Reflect) for sports / action photography. Here are 3 possible ways, targeting at 3 different group of audience.

1. Everyone – The Mass Market

Headline – Catch the insanely fast DSLR!
Media – Newspaper.
Cost – from S$9,900 for ONE full page full color ad.

2. Enthusiast / Amateur / Prosumer – The Informed

Headline – Witness Heart Stopping Action @ 16fps
Media – Post on Social Media, Facebook group, photography online forum such as Clubsnap.
Cost – Material production and time.

3. Serious Hobbyist / Professionals – The Niche

Headline – “Hi, would you like to be the first to try this specialized DSLR for your assignment over the next 3 days?”
Media – Call, text, email the pros / meet the pros and serious hobbyist at sports event / bird sanctuary.
Cost – Man hours and subsequent follow up email drip campaign.

On the surface,  option 2 may seem to be the cheapest and most efficient, BUT…

Do note that while you may get a lot of visitors to your launch (creating all the buzz and look good on the media), how many amateur is willing to fork out S$7,000 – 9,000 (body only) for such a DSLR?

Wouldn’t it be a waste to book a fancy venue, catering refreshments only to know that amateurs love your new camera BUT will only rent it from camera renting companies?

For option 3, the message is very targeted at professionals and serious hobbyist (usually PMETs).

Both are seriously too busy for product launch events. Thus it’s better to go to them rather than attracting them to come to you at a single launch.

And there’s no event cost at all!

Putting aside those whose money grow on trees, as a professional photographer for a decade, we know how hard we have to consider before getting a new pro gear.

Even if the specs looks good, unless we get a hands-on in a REAL working situation (sorry, showroom is not REAL) we won’t be able to appreciate the camera.

This may translate into product Trials or free demo for your product.

Once we use it, get the hang of it and love it, the only reason left to buy is the cash flow.

Serious hobbyist with ATM-like pockets would usually buy at a blink of the shutter, so long as they like it.

 

Marketing to your niche

In summary, depending on your product and service, marketing to the mass market can create all the buzz but the conversion may be extremely low. Plus it’s cost ineffective.

For the informed market, while they can definitely appreciate the product, they may not necessary want to invest in one.

Your niche market is the one that would believe in your product (if it solves their problem or make their life many times better) enough to invest in one.

So, are you planning, writing and executing your marketing activities around your niche?

Need help to figure out and research on your niche? Here’s the link to contact us.

 

*Pretty concerned. Niche Marketing is a very powerful tool in getting your message across to your audience. Hope it is used for the right reason.

Kok Wai

Author Kok Wai

Kok Wai is a content producing marketer, media trainer at Kelvin Sng Productions, a dad of two and photography contributor to multiple magazines. A sponsor of B60 Charity Run 2017, Kok Wai's goal is to help busy and ambitious business owner focus on running their business even with their limited time and lack of marketing know-how. He especially loves kids, playing the guitar, and exploring with software. You'll find him pondering on the exhilaration of securing two more good clients on a retainer basis. Connect with him on Facebook (thePF)

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