There are riches in niches for your small business marketing…I nag again, again and again.
This year, the first official international convention of The Almagamated Order of Real Bearded Santas was held in Branson, Missouri, attended by over 300 professional Santas with real beards (a niche within the Santa niche!), plus some Mrs. Santas and a few nebbishy elves horning in on the fun.
I was at a National Speakers Association Convention in the late 70’s not much bigger than this – now NSA has 5,000+ members and is the trade association of that industry.
Our Information Marketing Association is headed in the same direction.
And, with 80+ local Chapters and more getting going, size of our annual SuperConference increasing, etc., Glazer/Kennedy Inner Circle becomes an international association of a size to be reckoned with.
EACH of these associations and all others (there are thousands) represent a lucrative niche market for somebody. And I am again going to nag, nag, nag about riches in niches; about finding a small market or slice of a market that you can focus on.
NICHE EXAMPLE*: Consumer electronics retailer/cataloguer CRUTCHFIELDS offers the Hispanic market a separate, dedicated toll-free number providing sales and tech support people fluent in Spanish and a separate Spanish-language version of their web sites. (www.crutchfieldenespanol.com).
NOTES FROM CRUTCHFIELD ABOUT HISPANIC CONSUMERS: They do a lot of research at the site but still prefer talking to a human to order. Relationship matters more to them than to non-Hispanic consumers, so, for example, being able to get and talk to the same salesperson every time they call matters.
The point: in EVERY market/business there are specialty opportunities. Find yours.