Master marketers successfully promote the same deal to multiple markets by changing just a few details in the offer. Sometimes all they do is change the incentive to appeal to different niche markets.
A niche market is a small segment of your market defined by specific needs not shared by the rest of the market. According to Business Dictionary, “Niches do not ‘exist’ but are ‘created’ by identifying needs, wants, and requirements that are being addressed poorly or not at all by other firms, and developing and delivering goods or services to satisfy them.”
When you’ve got an irresistible offer, you don’t need to be a seasoned pro to repackage that offer for different demographics. Here’s how you can execute this professional strategy for yourself:
Understand the subsets of your niche
Each niche contains multiple sub-niches, often referred to as “micro-niches.” For example, in the comic book collector’s market there’s a micro-niche for each publisher (like Marvel and DC). Within those niches are micro-niches for each specific comic and even each character. There’s a micro-niche for people who love The Green Lantern, and another for those who love Batman. Within the niche dedicated to the Avengers there’s a micro-niche for Captain America, one for Thor, Iron Man, and The Hulk.
Knowing this gives you an edge in your marketing efforts. For example, say you’re advertising a sale on a Marvel-themed t-shirt line to existing customers. For optimal results, tailor the imagery in your promo materials to each customer’s preferred Marvel character. This is information you would have obtained during the sign-up process.
Marketing a 20% site-wide sale to Captain America fans using an image of Captain America will be more effective than using a randomly chosen character marketed to all subscribers.
Understanding the subsets of your niche is the foundation for tailoring your marketing messages to niche markets. Take some time to investigate your niche to find out if there are any micro-niches you’re not aware of. Each narrow interest and unmet need within a group of people can be turned into marketing power.
Make sure general offers are tailored to a specific demographic
It’s not always enough to market the same offer to different demographics. Consumers are used to seeing every company under the sun advertise the same kinds of deals. They tend to fade into the background.
To get the consumer’s attention, you’ve got to tailor your offers to each specific market. Your offer needs to speak directly to that person via their association with their group.
For example, Twin City Honda offers one of the most common deals around: a $500 discount extended to military personnel. Unlike other military promotions, theirs applies to active duty personnel and their spouses, not just veterans. Their marketing message speaks directly to those in the armed forces.
Offering special deals to veterans is a common marketing strategy many retailers use. It makes veterans feel special and appreciated, which they are. However, what most don’t know is these standard deals are often marketed to other demographics at the same time.
Get even more specific
In addition to speaking directly to groups of people to promote a standard deal, you can individualize your deals for niche markets.
For example, say you’re selling subscription boxes and have a standard introductory offer for a free first month. Marketing a “free first month” to ten different demographics isn’t a targeted approach. To turn your efforts into a targeted approach, you need to alter each offer. If there’s nothing about the actual offer you can individualize, try combining the offer with a free gift. You can always personalize a free gift.
For example, market to working moms with a free grocery gift card; market to teenagers with a free iTunes gift card; market to pet owners with a free toy or treat; and market to coffee lovers with a free bag of coffee.
Don’t spread your efforts too far
It’s tempting to start marketing to every niche you can possibly think of, but that won’t bring you long-term success. It’s okay to widely test your market to find out which demographics respond best to your marketing efforts. However, focus on the niches you can easily convert. Don’t spread your efforts thin. Pick a few niches that get the best results and stick with them.