How to Sell Your Brand in a Niche Market
What do bacon vodka and eco-friendly mason jars have in common? They are brand new products and fresh to the marketplace. These unique products catch the customer’s attention, but they also cater to a very small, niche customer base. Because pinpointing the exact target demographic comes with challenges, marketing niche products can be difficult.
However, just like the creator of these products, the marketer must think outside the box in order to get a greater return. Stepping outside the realms of traditional marketing techniques and creating customized solutions will allow these niche products get in the hands of excited consumers.
Create a Brand
To sell a niche product, it needs to resonate with consumers. By diving into the ins and outs of your target consumer, you’ll be able to create a brand that speaks to their needs and spikes their interest. Want to construct a recognizable and memorable brand that’s built to last? Be sure you deeply understand the ins and outs of your target demographic.
Include User-Generated Content
Niche products come along with niche demographics. Whether you’re appealing to the young mom or sporty dad, finding a consumer group with similar interests is essential. Once you find the group with interests that align with your product, make sure you expose them to your product. Through means like advertising or giveaways, getting your product in the hands of consumer will start to generate first-person experiences. Once you have their feedback, retweeting their posts, compiling their testimonials, and sharing their Instagram photos will spread the news of your product. Utilizing user-generated content allows you to promote your product without looking too gimmicky.
Pinpoint with Advertising
If your target customer isn’t coming to you, it’s time for you to go to them! By using advertising on various platforms, you are able to get your product in front of those that matter the most. By targeting specific interests, demographics, or locations, you can expose your product to the the certain demographic that will value the most. For example, Facebook allows you to pinpoint your advertising efforts based on shopping habits, gender, income, interests, and more!
Promote a Positive Experience
When it comes to building a brand, it’s not just the product that counts; it’s the whole experience. Every small detail, from the packaging to the customer service, has to be well thought out and cohesive. If there is a specific part of the chain that is off or isn’t well representative of your overall goal, you will be less likely to create a customer experience that brings your customer back. Creating a seamless omnichannel marketing strategy will keep the consumer’s experience cohesive throughout the real world and digital world.
Don’t Forget About Offline Marketing
Offline marketing efforts can be just as powerful as online marketing efforts. Creating partnerships will help expose your product to new groups. In addition, promotions or coupons are both effective way to encourage consumers to give your new product a try! With niche products, the drive might not be there for multiple consumers to purchase, but a little bit of incentive will help encourage consumers to make the final plunge.
There isn’t a product that is unmarketable. With a customized solutions and creative brainpower, you can cultivate a strategy to get even the most unique products in front of the ideal consumer.
About the Author
Leah Garrett is a Brand Specialist at OMNI Online Solutions. She works with business owners to develop a comprehensive marketing strategy by communicating with clients to gain a complete understanding of their unique brand.