Niche marketing is a form of a targeted marketing plan that seeks to attack a given fraction of the market that is perceived to be desired. Instead of approaching a wider market through mass marketing and event marketing, niche marketing focuses on selecting a strategic section of the market and using selected media platforms to connect with the potential clientele. Here are some of the niche marketing strategy that a business can deploy:

Word-of-Mouth Campaigns

This is where a marketer relies majorly on sharing of product information between customers as opposed to advertising. Here, a business adopts a subtle brand campaign through sponsorships and gifts, especially at specific events. Such marketing campaign strategies are complex and take some time to develop and deploy, but the good news is that it has the potential to wreck in huge returns. This is because word-of-mouth referrals and recommendations have a huge influence on consumers.

Celebrity Endorsement Campaigns

This strategy is established on the basis that influential people have the ability to cause behavior change. Enlisting a prominent person who commands a lot of crowd can be an effective way of promoting a brand. For instance, Nike can hire Eliud Kipchoge, the World’s reigning marathoner of all time to be their brand ambassador. The success of such a campaign strategy relies on the credibility and popularity of the spokesperson.

Targeted collateral Campaigns

This is a strategy that is hinged on the ability to forge brand exposure to the targeted market section. For example, a TV or radio station that adopts a particular entertainment approach can be the best at advancing this campaign in which targeted collateral campaigns can be implemented. Such campaign messages can also be communicated in the local dialect or played frequently in order to reinforce the brand presence. Although this strategy is adopted by small companies, it can still be effective when used properly by large organizations.

Generally, niche marketing is best when approaching customers who can be targeted based on certain behavioral tendencies or characteristics, including hobbies, demography, and occupation. Below are some of the customers who could be targeted using niche marketing strategy:

• Youthful professionals
• Couples organizing a wedding
• Pet lovers
• New or potential homeowners

Here, billboards, commercials and other large-scale advertising splash are not used. Numerous studies have showed that niche desires subtle, restricted marketing that is hinged on word of mouth as opposed to aggressive commercial marketing. The success of this approach relies on the organization’s credibility, fidelity as well as its familiarity with the target clients.

What to Do Before Deploying a Niche Marketing Strategy

Before deploying a niche marketing plan, a business should first try to respond to certain key questions that will form the basis of the campaign. For example, what media does the targeted niche use most? What websites have they bookmarked? Are there specific product preferences? Are they likely to be influenced by advertising or word-of-mouth campaign?