One of the most important points that will enable brands to stand out in the market competition they are in is the step of defining the target audience correctly. In order to make the brand visible and differentiate in a large market, customizing the target audience and shaping the marketing activities by dividing them into groups ensures efficient results. Niche marketing focuses on specifically defined subgroups rather than a general group that encompasses all.
By integrating niche marketing into general marketing activities, it will also be possible to catch the group in the brand’s niche market and respond to their needs, apart from the current and potential target audience. In this activity, which we can consider as a market segmentation, the concept of niche marketing can be included in the general marketing strategy by dividing large groups into small groups according to their needs. So what should brands do to successfully implement this? We’ve covered the answer in our content:
Narrow the Target Audience
In order to strengthen the brand’s position in the market and to achieve maximum efficiency in its fields of activity, it should take into account certain criteria when implementing niche marketing. In order to narrow the target audience and divide them into special groups, points such as geography, the purchasing motives of the target audience and distribution channels should be determined carefully.
ry to Find Clues From Demographic Differences
Analyze the demographic differences in detail to divide the broad audience your brand appeals to and to make niche marketing effective. These differences may lead you to common needs defined in groups. Focus on specific needs that await meeting by disaggregating characteristics such as culture, habits, occupation, and age groups. These steps will get you in the right place to find your unique niche market.
Measure Psychographic Factors
While creating your niche market, enrich the data you obtain from the demographic characteristics of the target group you will address by determining the demographic factors. Take strong steps in market segmentation based on factors such as the factors that make up the lifestyle of your audience, personality traits, their values and desires, and consumption habits.
Identify Needs and Find the Right Product
Target audience is the key point of niche marketing. In order to make niche marketing successful, it is necessary to meet the target audience with the right product to meet this need by focusing on the needs. With niche marketing where a need is revealed, it becomes easier for the target audience, who is ready to get what they expect, to buy. Because niche marketing focuses on offering products that benefit them by listening to the voices of the target audience.
Customize Your Product Line
Perwoll is one of the examples with a strong position in the market as a detergent brand. It is also one of the brands that make a difference in the market with its product determined by the needs of its target audience. Perwoll Black, which has a special formula developed for the cleaning of black clothes, has enabled the brand to create a niche market in which it has a great opportunity.
Personalize Your Messages
In niche marketing where the needs of the target audience are met specifically, it is essential to speak in a personal tone. It will be correct to apply the personalization method in order to give the right message to catch the target audience separated into sub-groups. Personalized messages and accurate targeting are key points that the brand should focus on in order to receive high returns in the similar niche market. In order for niche marketing to be successful, a rigorous research, analysis and evaluation process is required. Progressing with a professional support for niche marketing that will pave the way for brands in the market when the right steps are applied will help increase the success rate by reducing the existing risks.
Dwt Mandalina Advertising Agency / Dilşat İLDİZ / Copywriter
