How many times as marketers and business owners do we struggle to really identify and communicate with our true target audience? Often this is because the audiences we have identified are simply too diverse to make a coherent communications plan viable; so we end up spreading our messages too thinly to be impactful in any one customer segment.
Today I can across a business that has done a brilliant job of finding a niche and making it their own. They are a great example of how, by focusing on a niche, you can make your marketing messages clear and concise and ultimately more successful.
The company in question started life as a printers. At that stage they were probably like many other printers – producing all sorts of items and competing in a largely price-driven, commodity market place, with a diverse customer base. At some stage in the company development though, they decided to focus on printing race numbers for runners competing in events. And, if you look at them today, they not only print race numbers for many different types of event, but they also provide many peripheral products to their customers – anything from event signs and barrier tape to nine different types of safety pin to attach the numbers to competitors tops!
By changing from a product-led business, undertaking many different printing services, to a customer-led business, focusing solely on the events market, they have transformed their business model. And, in so doing they are now able to reap the benefits of a totally customer focused marketing approach. Here are some of the advantages to think about:
- You and your staff can more easily become ‘expert’ in your chosen niche, leading to a better understanding of the issues and problems your customers need to solve
- Greater empathy with your customer leads to clearer messaging and better communication
- The clearer your target, the clearer your approach – from identifying key terms for seo and finding influential partners to sourcing appropriate trade journals and mailing lists – everything becomes clearer.
It goes without saying that, if you intent to focus exclusively on one niche, then it needs to be capable of sustaining your business now and in the future. The approach though still applies to bigger businesses, where cross functional teams can be focused on different customer segments to reap the same benefits.
If you feel you are spreading your marketing too thinly across a number of different audiences or are struggling to identify your key customer groups, it might be worth thinking about taking a niche approach.