31 replies
Has anyone looked into niche marketing for 'survival'? Like urban survival, terrorist attack survival.

I was looking for some camping equipment and ran across a couple survival sites that alexa says is pulling in decent traffic. So someone must be interested in the topic. I've kicked it around a bit myself, but there doesnt seem to be interest when i look
#niche #urvival
  • Profile picture of the author MemberWing
    My son certainly got interested in that. He wants to purchase all survival books on the subject. More like military/gear type of stuff, not end-of-the-world panic though.

    Gleb
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    • Profile picture of the author Michael Motley
      Originally Posted by MemberWing View Post

      My son certainly got interested in that. He wants to purchase all survival books on the subject. More like military/gear type of stuff, not end-of-the-world panic though.

      Gleb
      yeah, i think those two things kind of overlap. I see a lot of military gear in the survival sites. I used to be big into military gear as well. When i was 9-13 my mother thought i had a very unhealthy interest in bayonets from the rifles of different militaries around the world and military gear. But if we had had a violent outbreak i was ready
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      • Profile picture of the author Kevin AKA Hubcap
        Originally Posted by Michael Motley View Post

        yeah, i think those two things kind of overlap. I see a lot of military gear in the survival sites. I used to be big into military gear as well. When i was 9-13 my mother thought i had a very unhealthy interest in bayonets from the rifles of different militaries around the world and military gear. But if we had had a violent outbreak i was ready
        I used to read soldier of fortune magazine. Always had a desire to serve in the military and that is one dream that I've accomplised.

        As for products... you could probably make your own by figuring out what people are looking for and providing it in the form of reports or videos.

        You'd be surprised at the variety of seemingly off the wall topics that are available.
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  • Profile picture of the author robinincarolina
    Pop up a squidoo lens and give it a test. You just never know. I found my niche purely by accident.
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    • Profile picture of the author Dan C. Rinnert
      The key is to tie it in with something topical. A good example right now would be the swine flu.
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  • Profile picture of the author Shannon Tani
    2012 is a good angle for this niche as well.

    Love,
    Shannon
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    • Profile picture of the author Dan C. Rinnert
      Originally Posted by Shannon Tani View Post

      2012 is a good angle for this niche as well.
      Shhhhh. I was trying to keep that a secret. ;-)
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      • Profile picture of the author Justin Jordan
        Survival is probably a good niche. My friend is interested in this kind of stuff, and through him I've seen a few different websites and blogs. The good thing about it is that it's a really wide area, so if you get somebody on a survival mailing list, there are literally hundreds of things you could sell them.
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      • Profile picture of the author Mr. Enthusiastic
        Originally Posted by Dan C. Rinnert View Post

        Shhhhh. I was trying to keep that a secret. ;-)
        I hate to have to tell you this, but the Mayans spilled the beans about this some time ago.
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  • Profile picture of the author Project-Octagon
    Yes, this will always have its highs and lows for traffic. It definitly is a safe audience to target in my opinion with the way the world is shifting continually. Great idea, let us know how things start to pan out for you.
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  • Profile picture of the author Michael Motley
    yeah, but i would think that customers in the survival niche are probably the same kind of people that have po boxes because they dont want people knowing where they live
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    • Profile picture of the author Dan C. Rinnert
      Originally Posted by Michael Motley View Post

      yeah, but i would think that customers in the survival niche are probably the same kind of people that have po boxes because they dont want people knowing where they live
      So what? If the survival gear doesn't fit in the P.O. Box, the post office will leave you a note and you can pick it up at the counter.
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  • Profile picture of the author TLCarroll
    *cough*UnaBomber*cough*
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    "I only want to do it once, by myself, for free and never touch it again...EVER...then I'll retire."

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    • Profile picture of the author peter gibson
      Originally Posted by TLCarroll View Post

      *cough*UnaBomber*cough*
      LOL! Looks like we were thinking of the same thing when "survivalist" came up.
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      • Profile picture of the author SurvivalDave
        Originally Posted by healymedia View Post

        Urban Survival[/url]

        This product is on clickbank. It only pays $11, but perhaps it would convert well.
        I apologize for not seeing your post sooner...it's actually a micro-continuity product that is $27/mo for 3 months and the payout is 50% each month...so it actually pays closer to $35.

        I've got a followup sequence in place so you've got more than just one shot to get a conversion.

        If I can answer any other questions, please let me know.

        [I had to take out the URL in healymedia's quote to get it to post...you can find the product by doing a search for urban survival in the clickbank marketplace or by contacting me]
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        • Profile picture of the author goldblogger
          Michael,

          I rarely post here anymore, but I had to reply.

          Yes, there is a survival niche that is alive and well. Take a look at the ads over at Newsmax - Newsmax.com - Breaking News, Politics, Commentary and you will find ads that are directly in this niche -- or dovetail into it.

          The niche is not very deep, meaning that there aren't a lot of backend products that you can market. The niche is also frugal, stubbornly opinionated, educated and independent, meaning that if you sell information products in the niche it needs to "a cure" not prevention. If there is not an immediate need for a cure, people in the survival niche will spend hours on the Internet looking for FREE information.

          Here is one of my products, in that niche...

          How to Survive a Pandemic Outbreak!

          Aloha,

          Jason Cain
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          ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~
          Jason Cain, one of the original Warriors, has been blogging since 1999 --
          and is called the "super blog expert" by John Reese and Mark Joyner.

          Who Else Wants To Create High-Priced, Physical Products That Make You Thousands of Dollars Each Week?

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          • Profile picture of the author Sissy76
            Bear Grylls is a popular fellow who has quite a following in this niche.

            Could be worthwhile looking at his survival "style" and seeing if it's a different demographic to the older, more conservative types.

            Cheers,
            Sissy
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  • Profile picture of the author peter gibson
    Originally Posted by Michael Motley View Post

    Has anyone looked into niche marketing for 'survival'? Like urban survival, terrorist attack survival.

    I was looking for some camping equipment and ran across a couple survival sites that alexa says is pulling in decent traffic. So someone must be interested in the topic. I've kicked it around a bit myself, but there doesnt seem to be interest when i look
    Here's a related piece of weirdness. I sell amazon products on a few of my sites, and since the financial crisis hit, I've been making sales wherein the customers who purchased also bought books on survival, SAS wilderness training, e.t.c...

    First time it happened I was just thinking it may have been some Unibomber type had gotten his hands on a credit card. However, that has been a pretty consistent trend since about November of last year. I've even had people not buy my advertised products but purchased survival training manuals through my links. My niche' is nowhere near related to survival training.

    I think since January I've noticed it over a dozen times. You may have something there.

    Things that make you go hmmm...
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  • Profile picture of the author Jeff Williams
    Michael,

    Best way to get a feel for this niche right now is to pick up a book called, "Patriots - A Novel of Survival In The Coming Collapse" by John Wesley Rawles. It's about $15 I think.

    It's a powerful how-to guide written in fictional narrative. Very accurate. Inside, you will find almost every survival topic, sub-niche, LSI keyword, etc. that you can think of.

    -Jeff
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    • Profile picture of the author peter gibson
      Originally Posted by Jeff Williams View Post

      Michael,

      Best way to get a feel for this niche right now is to pick up a book called, "Patriots - A Novel of Survival In The Coming Collapse" by John Wesley Rawles. It's about $15 I think.

      It's a powerful how-to guide written in fictional narrative. Very accurate. Inside, you will find almost every survival topic, sub-niche, LSI keyword, etc. that you can think of.

      -Jeff
      Also consider that there's a very brilliant Cormac Mcarthy book being made into a movie called "The Road". I believe it's released this fall. If that is a box office hit you can be sure the nutters will be out in droves looking for ways to beat back the end times. :0
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  • Profile picture of the author Jason Moffatt
    My buddy Neil Strauss just release a book about Survival called "Emergency"... Amazon.com: Emergency: This Book Will Save Your...Amazon.com: Emergency: This Book Will Save Your...
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  • Profile picture of the author Rich Struck
    Back in late 1999 we sold "Amazing Y2K Dynamo Flashlights" on eBay like you wouldn't believe and I'll tell you, the people who bought them were the best customers ever. Almost all of them paid with cash by mail and all of them paid within a matter of days. It was the only item we ever sold where we didn't end up having to hunt down the bidders. We shipped hundreds of those things a week, sometimes hundreds a day. It was awesome.
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  • Profile picture of the author Thomas
    Originally Posted by Michael Motley View Post

    Has anyone looked into niche marketing for 'survival'? Like urban survival, terrorist attack survival.

    I was looking for some camping equipment and ran across a couple survival sites that alexa says is pulling in decent traffic. So someone must be interested in the topic. I've kicked it around a bit myself, but there doesnt seem to be interest when i look
    Michael,

    You should have a look at an e-book called "Surviving Terrorism", which I believe did extremely well when terrorists were hiding under everyones bed for a few years after 9/11. The site is long gone, but you can still see it on the Wayback Machine at:

    Surviving Terrorism: Is Your Family Prepared to Survive the Next Attack?

    It might spark a few ideas.

    Tommy.
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  • Profile picture of the author MichaelHiles
    I am very involved in this niche. I can tell you that the people that are interested in survival are also not so easily separated from their money... mostly very conservative people who are super frugal... in fact, one of the biggest survival forums run by a survivalist himself is called frugalsquirrels.com. Another big one is the survival forum on AR15.com, the largest firearms enthusiast site on the web.

    Go spend some time on prepping (that's what it's really called) forums and do some real homework in this niche. Additionally, you compete against a lot of free and very cheap information. Backwoods Home magazine, Mother Earth News, etc.. are already very well entrenched publishers. Plus, some of the biggest preppers, Mormons, have their own system and resources in place, and also give away their publications to people.

    Not saying that it can't be done, but having a lot of experience in this market, it's not one easy to penetrate from the hardcore, real prepper market.

    Now if you're selling survival stuff to suburbia soccer moms, and can scare them into something, that might be a different story. Maybe tie it to one of the silly shows that the real prepper market laughs at (Survivorman or Man vs. Wild).

    FYI... I take my toys to these things called machine gun shoots where 3000 guys with fully automatic weapons get together in a big field and blow up minivans all weekend while a couple of nervous ATF agents chain smoke in their van across the road. Knob Creek, etc... This is where wealthy guys who can afford these kinds of toys like to hang out. This is the very real prepper market.
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    • Profile picture of the author Mr. Enthusiastic
      Originally Posted by MichaelHiles View Post

      FYI... I take my toys to these things called machine gun shoots where 3000 guys with fully automatic weapons get together in a big field and blow up minivans all weekend while a couple of nervous ATF agents chain smoke in their van across the road. Knob Creek, etc... This is where wealthy guys who can afford these kinds of toys like to hang out. This is the very real prepper market.
      Michael, I would love to see a documentary about that. This seems like a natural area for video marketing. A few well-shot (no pun intended) clips on YouTube could go viral and draw attention to a "prepper" site with stuff for sale.

      Chris
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      • Profile picture of the author paulie888
        My thoughts exactly. Several well-filmed short clips of a "survival" nature could drive a ton of targeted traffic to your survival site especially if they go viral. I feel like this is an evergreen niche with plenty of enthusiasts and rabid fans, so it'd really be beneficial for you to put some effort into this to make it work.


        Originally Posted by Mr. Enthusiastic View Post

        Michael, I would love to see a documentary about that. This seems like a natural area for video marketing. A few well-shot (no pun intended) clips on YouTube could go viral and draw attention to a "prepper" site with stuff for sale.

        Chris
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      • Profile picture of the author MichaelHiles
        Originally Posted by Mr. Enthusiastic View Post

        Michael, I would love to see a documentary about that. This seems like a natural area for video marketing. A few well-shot (no pun intended) clips on YouTube could go viral and draw attention to a "prepper" site with stuff for sale.

        Chris
        Just do a google or youtube search for Knob Creek or machine gun shoot. I even think there are some Bulletfest videos floating around.

        Trust me, the money is real bizarre in this niche. Especially because the actual prepping info is free, and readily available. The Mormons put out the defacto guide on prepping, and the US military has an entire series. All preppers know this. Prep forums share the links to the dirt cheap retail sites for buying gear and equipment. In fact, one retailer is actually called "Cheaper Than Dirt". Military surplus is huge in this niche because IT'S CHEAP. (at least it was at one point)

        One guy who does pretty well with a membership forum in the niche is Frugals Squirrels But consider that because of the somewhate "extreme" philosophical foundations of a lot of preppers (which drives their motivation to varying degrees of preparedness), you'll find... shall we say... interesting religious and/or political viewpoints across the spectrum. That's all I am going to say about that site and the beliefs promoted by its owner - your mileage may vary, play at your own risk.

        The whole advertising side to Newsmax.com is indeed a good indicator - as are the advertisers on radio programs like Michael Savage's The Savage Nation, and even Art Bell or Alex Jones (Prison Planet).

        Not saying there's no money in the niche, because there is - but I think someone must personally be involved to some degree in order to understand the psychographics of the customer base. And authenticity is paramount because the suspicious nature of these people drive an already cynical attitude. Of you're not legit in everything you say and do, you'll be called out and instantly discredited across the entire internet community with lightning speed. I have watched decent sized companies be crushed because they did some bonehead marketing thing - more in the firearms side. But it's the same community of buyers. These people all know who is who and what is what, and they smell B.S. like blood dripping from hunting prey.

        Just slapping some machine gun video clips on a webpage and linking to some clickbank e-book will get you a fat zilcho zip nada zero. You'll be toast.

        This advice is coming from a member of that niche, as well as an entrepreneur that sold several million dollars worth of t-shirts from my screen printing company exclusively to the same niche.

        I'll give you a hint - I wasn't charging $49.95 for a "designer print" like Tommy Hilfiger or FUBU.

        That's also one of the reasons I sold the printing company to invest in businesses with higher margins.
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  • Profile picture of the author theunknownthem
    There is a machine gun gathering in Oklahoma every year and one in Nevada I believe.

    Semi related, look up "I like guns steve lee" on youtube. Lots of guns going viral.
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  • Profile picture of the author craigbrown
    Cool... I foiund something I can comment on authoritatively here on WF LOL

    I am not a "prepper" or a "survivalist", but when I was younger I received some quite extensive combat survival training courtesy of the RAAF which led to some civilian world wilderness survival instructing on my part.

    I have studied up on these issues and played in their online communities for probably a decade.

    Your so-called "Survival" niche is not one niche but several. Some of these niches overlap, but regardless, I'll lay em out for you in no particular order... Note I am not passing judgement on any of these groups, just calling it how I see it.

    1. Libertarians. These are folks who may or not be related to niche #2 below, but their main goal in life is to live their lives as free of government interference as possible. They are interested in gold as an investment in lieu of fiat currency. They are interested in local bartering systems to avoid taxes. They are interested in information on tax havens. They are interested in firearms for self-defence and "food harvesting". They are interested in off-grid power to break their reliance upon the "system". They are interested in growing their own fruits and vegetables and raising their own livestock for the same reason. They are interested in privacy software because they will not tolerate being tracked by government or corporate interests. They believe in being able to do business without having to give a cut to a bloated, too-complex governing body and seeing it squandered. They do not generally agree with social security or government healthcare. They are the epitome of "capitalism" and see most the current US Obama Administration as a slippery slope to full-blown socialism. These guys are John Galt from the book "Atlas Shrugged".

    2. Conspiracy theorist survivalists. These are the ones who you think of when you hear the word ""Survivalist". In my experience some of them have a good point when they speak of the various government conspiracies. On the whole they have deep pockets and short arms. Every major purchase is considered and evaluated against current and future needs. These guys may have a stockpile of weapons for self-defence and hunting and maybe 10 years worth of ammunition. They do not trust authority at all and feel that the established order (NWO, Illuminati, TPTB) is out to enslave all of us and maybe kill us off. They are interested in combat skills, wilderness survival, weapons, self-sufficiency and protection from nuclear, biological or chemical attacks or accidents. These guys are Burt Gummer from "Tremors", or Todd Gray from the novel "Patriots: Surviving the coming collapse".

    3. Preppers. These are folks who strive to be prepared for a crisis whether it be a nuclear war or a local ice storm or flooding. It is the largest niche in "survival" arena. These guys basically take a leaf out of the book of the Latter Day Saints (Jehova's Witness) and try to have maybe a year's worth of supplies on hand. They are interested in bulk storage of grain, freeze dried foods, oxy absorbers, mylar bags, barter goods such as junk jewellery (because most know that a bar of gold bullion will just get you killed if TSHTF) and pre-1966 coins (due to the high silver content). They are prepared for a short term (one year or less) disruption to the global supply chain and financial system. They will also most likely have "bug out bags" designed to get them home to their stockpile if they are at work or visiting relatives when the crisis hits. They look at 9/11 and Katrina as examples of disruptions which may impact them and their families and they plan accordingly. Google "LDS food storage" and "economic crisis in Argentina" for an insight into this niche.

    4. "Primitive" survivalists. These guys are disciples of Ray Mears, Bear Grylls, Les Hiddens, and Survivor Man. They are interested in procuring food, shelter and water in the wilderness with minimal equipment, maybe just a knife, a canteen and a tarp. IMHO these guys will be the most difficult to market to unless you have obscure indigenous survival knowledge. Search youtube for "Primitive Survival" for an insight.

    5. Greenies. These guys are eco-warriors, if only in spirit, who would love nothing more than reducing their footprint on Mother Earth. They are into renewable energy such as alternative fuels for vehicles (biodiesel, ethanol, etc.) as well as solar and wind power for household electricity. They are interested in homesteading, permaculture and may or may not agree with raising animals for food. They are mostly community-minded and may purchase produce from farmer's markets or co-ops. This niche is becoming more and more fashionable as folks try to get away from genetically modified foods and they usually adhere to the "global warming" kool-aid. This niche was especially active during the period of stupidly high gasoline prices a few years back. Economic crises also bring them out of the wood work. For an insight into this niche, run a youtube search on the following terms "permaculture cuba", "earthship" and "biodiesel".

    So there you have it. As I said before, there is some overlap between these niches, but you probably can't lump them all together and expect to do well because the basic philosophies behind them are so different. In my opinion, the "Preppers" and "Greenies" niches will be the most fertile ground.

    I've given you guys enough keywords and research terms to get started on checking out each of the niches.
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