Business And Marketing Toward Niche Groups

There are broad and generalized tips in terms of marketing that appeal to broad and generalized groups of intended audiences. But when you have products that you want to advertise toward niche audiences, is there anything you should change about your presentation?

That’s a question worthy of being asked, and certainly one worthy of being answered. For a few examples of niche marketing, consider advertising to hearing impaired customers, children and their parents, alternative lifestyle clients, privacy-oriented people, and products that work better with word-of-mouth advertising movement.

Hearing Impaired Customers

Have you ever wondered how to specifically advertise toward hearing impaired people? After briefly looking into hearing loss information, you’ll note that there are definitely ways that you can tweak your ads to promote your product to the hearing impaired niche. Obviously, you make sure that all of the communication is in written words as well as vocalized speech, and you can support closed captioning on all of your streams as well to ensure no important data is lost in translation.

Children and Parents

When advertising to a general audience, you don’t have to worry about the specific needs of children and their parents. You can fudge a bit about language and adult situations. But, if you create advertising that specifically targets the kids and parents demographic, you’ll have the opportunity to much more quickly catch a captive audience. Parents that are specifically looking for child-safe content will find your material before they look into the general category, which means that you’ll have first dibs on the the majority of their initial attention. This is an extremely powerful marketing strategy.

Alternative Lifestyle Clients

General advertising is geared at the general population, because that’s typically where the most money can be made with the least specification, but if you choose to specifically market toward what might be considered alternative lifestyles (everything from the gay community to hippies, military and prepper lifestyles to tiny home dwellers), you’ll once again find that the captive audience factor works to your advantage. If those people feel like they’re being directly advertised to, they’ll be more compelled to listen to your message.

Privacy-Oriented Products

There are lots of products that deal with privacy. The curious shaming of sexual products means that advertising aimed at people who might buy those products has to be discrete on every level, along with things like packaging and mailing lists.

Word-Of-Mouth Advertising Necessities

And sometimes products will do better if the business and marketing department rely so heavily on a niche that they’ll simply choose to market totally by word of mouth. If a certain community is so small that they largely all know each other, then finding a way to tap into their private social network for positive reviews is definitely the way to go.

Author: Kar

Dr. Kar works in the interface of digital transformation and data science for business management domains. Professionally a professor (IIT, IIM) and an alumni of XLRI, he has extensive experience in teaching, training, consultancy and research in reputed institutes. He is a Regular Contributor of Business Fundas and a blogging addict. Note: The articles authored in this blog are his personal views and does not reflect that of his affiliations.