Niche Marketing… and a Sweet Tattoo?

This above all: to thine own self be true

Niche marketing is the concentrated marketing effort to a unique and specific segment of customers. Often parts of larger, more broad customer groups, niche markets have a unique set of demographics and/or product or service needs and desires.

The practice of niche marketing can have several benefits to your advertising program. The more targeted your marketing and advertising can be, the better. Delivering messaging to your niche(s) that are focused on what is important to them can deliver great results. Your company’s mission and positioning, product or service, budget, and long term goals might affect how you develop and focus in on your niche market(s).

And the sweet tattoo…here’s where that comes in. Today’s quick marketing fuel for thought comes to you courtesy of a popular theme in ink design, the phrase from Shakespeare’s Hamlet, “This above all: to thine own self be true.” You may have seen it in a tattoo design on a friend or someone who passed by you. It means be who you are and don’t try to be something you’re not, a message that is more relevant than ever for building a brand and niche marketing in today’s climate.

Customers want to do business with real companies, companies that are authentic, genuine and hold similar core values to them. They can quickly see the difference in brands posturing as something and with those who are genuine. Who do you think they’ll spend their dollars with?