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Niches mean Riches.....

by XponentSYS
11 replies
A really, REALLY good example of a marketing campaign in the "boring" banking industry that plays on the power of "Affinity Connection" (the desire to 'belong' to others like one's self...)

Redneck Bank

(Note: It's actually "Bank of the Wichitas" exploiting the power of "Affinity Connection" through creative marketing and branding.)

For my friends on here.... the question should be, can YOUR business run a campaign and brand itself as "Your Business FOR XYZ..." to exploit Affinity?

"Niches mean Riches!"
#niches #riches
  • Profile picture of the author bizgrower
    Reminded me of this:

    Business News: The Denver Post
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    • Profile picture of the author TCFKen
      If you're selling any type of service in 2015 and not starting out in a niche you're in for a rough ride. I've seen it over and over, especially in my own agency. When we actually niched down into 1 to 2 specific markets the business blew up.
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      • Profile picture of the author ShayB
        Originally Posted by TCFKen View Post

        If you're selling any type of service in 2015 and not starting out in a niche you're in for a rough ride. I've seen it over and over, especially in my own agency. When we actually niched down into 1 to 2 specific markets the business blew up.
        I'd love it if you'd give a little more info. (Please? )

        1. How did you determine which markets to focus on?

        2. Did you make the shift gradually (over months as you brought new clients in you slowly changed your focus), or did you shift your focus abruptly (a matter of days or weeks, more like, "Hey, here's what we're doing now -- BOOM!")?
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        • Profile picture of the author TCFKen
          Originally Posted by ShayRockhold View Post

          I'd love it if you'd give a little more info. (Please? )

          1. How did you determine which markets to focus on?

          2. Did you make the shift gradually (over months as you brought new clients in you slowly changed your focus), or did you shift your focus abruptly (a matter of days or weeks, more like, "Hey, here's what we're doing now -- BOOM!")?

          Hi Shay, those are good questions.

          1) The markets to focus on are the ones where you can add the most value. Depending on the services you offer you want to make sure that you can retain clients long term. For example if you're offering Search marketing services make sure there's a lot of searches coming through for the client.

          I wouldn't over think this too much, many businesses are looking for more customers.. it's mostly about finding a market you can provide a great service for and once you've done it once it can often be repeated many times over.


          2) We operated a "general agency" while still focusing on the niche marketing. The general agency still brings us clients now but we put zero marketing focus into it. Instead we focus on the niche market and we were able gain marketing traction 1000x faster. The response rate was unbelievable because we simply positioned ourselves as experts.

          Hope this helps.
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          • Profile picture of the author ShayB
            Originally Posted by TCFKen View Post

            Hi Shay, those are good questions.

            [snip]

            Hope this helps.
            Glad you think so!

            I am thinking of narrowing my niche in 2016, but I have a very unique service, so I am hesitating. Your answer helped a lot. Thank you.
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            • Profile picture of the author dunkinbbb
              Hey Shay,

              Nice to see you back here,

              especially in the offline forum.

              I remember you and your posts from back in the day. (2 - 3 years ago :-) )

              Always very generous with your time and knowledge when helping others - including me.

              Best,

              Bill



              Originally Posted by ShayRockhold View Post

              Glad you think so!

              I am thinking of narrowing my niche in 2016, but I have a very unique service, so I am hesitating. Your answer helped a lot. Thank you.
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              • Profile picture of the author Claude Whitacre
                Some thing many don't consider, is that you don't have to only have one niche.

                For example, I have the vacuum cleaner retailer niche, the martial arts school niche, and the mattress (or bedroom furniture) retailer niche. None of these people are aware of the other niches. And the vast majority of the marketing is the same.

                Also, a niche doesn't have to mean the same industry. It can mean "Only to Chamber members" or the niche can be any business is a town. So it can be a local business niche.

                Anything that makes them feel like part of a select group, that makes them want to do business with you, instead of someone else.
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                • Profile picture of the author ShayB
                  Originally Posted by Claude Whitacre View Post

                  Some thing many don't consider, is that you don't have to only have one niche.

                  For example, I have the vacuum cleaner retailer niche, the martial arts school niche, and the mattress (or bedroom furniture) retailer niche. None of these people are aware of the other niches. And the vast majority of the marketing is the same.

                  Also, a niche doesn't have to mean the same industry. It can mean "Only to Chamber members" or the niche can be any business is a town. So it can be a local business niche.

                  Anything that makes them feel like part of a select group, that makes them want to do business with you, instead of someone else.
                  The "Chamber of Commerce/Local Business" niche is what I do now. Guess I never really considered that a niche before.
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                • Profile picture of the author TCFKen
                  Originally Posted by Claude Whitacre View Post

                  Some thing many don't consider, is that you don't have to only have one niche.

                  For example, I have the vacuum cleaner retailer niche, the martial arts school niche, and the mattress (or bedroom furniture) retailer niche. None of these people are aware of the other niches. And the vast majority of the marketing is the same.

                  Also, a niche doesn't have to mean the same industry. It can mean "Only to Chamber members" or the niche can be any business is a town. So it can be a local business niche.

                  Anything that makes them feel like part of a select group, that makes them want to do business with you, instead of someone else.
                  Very true. We expanded into a new market and almost everything is replicated, both in how we market to them and the services we provide. After you've done it once it becomes very easy to replicate.
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                  • Profile picture of the author mrrickez
                    Originally Posted by TCFKen View Post

                    Very true. We expanded into a new market and almost everything is replicated, both in how we market to them and the services we provide. After you've done it once it becomes very easy to replicate.
                    Niches are great for many reasons. E-commerce sales are easier through better targeted traffic and believe it or not, advertising other sites in related niches boosts income greatly without affecting sales (when done correctly). E.g. if you sell wine (use a of particular region/country can be the niche), advertise sites (via affiliate link) selling chocolates, fine cheese, wine glasses etc. This can be done in the order confirmation email rather than just on your site. Experiment with your niche, find what works and replicate in other niches. Look for high value sales niches that do not have huge amounts of competition.
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              • Profile picture of the author ShayB
                Originally Posted by dunkinbbb View Post

                Hey Shay,

                Nice to see you back here,

                especially in the offline forum.

                I remember you and your posts from back in the day. (2 - 3 years ago :-) )

                Always very generous with your time and knowledge when helping others - including me.

                Best,

                Bill
                *blushes* Thank you.

                I've lurked a lot, but mostly have been dealing with a lot of changes over the past few years. Finally getting things settled (I hope!). Still doing (basically) what I started doing about 3-4 years ago. (But made some expansions/changes along the way, of course.)
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