A Niche Marketing Technique That’s Not All “Right”

Leftys

Yes, it’s a bad pun… but it’s an important online marketing concept in the business plans of so many “name brand” and well known marketing heroes.

Niche marketing is never really about finding some tiny sliver of business that nobody else wants, it’s really about connecting strongly with your customer base. Being able to design an entire sales process around a topic that will be instantly identified by your target market is “niche marketing”… regardless of the size of the market.

For example, Burger King is a “niche marketer” because their customer base can readily identify with what they will receive as soon as they walk in the door of the restaurant. If you want a “burger”, going to “Burger King” is likely going to be a good place to start and you’ll instantly know this by their name alone.

Adding the “flame broiled” aspect of their burgers further defines their niche in the burger business but simply by choosing the name “Burger King”, they clearly decided what business they were in and who they want as customers.

Will Burger King attract people that want Sushi, Italian, or Pizza? No, but they don’t care.

They could have easily named their restaurants “Family Diner” to appeal to everyone but they would have lost their core customer base of burger lovers. By trying to appeal to everyone, they would have attracted no one.

While vacationing in Disney with the family, I ran across this niche business that seems to be doing alright even though they don’t do anything “right”.

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