Just about any successful business owner knows that you have to market to your niche, you can’t create marketing that appeals to everyone, because, in the end, it will appeal to no one. But just because you’re marketing to niches doesn’t mean you have to market to just one.
In fact, marketing to multiple niche groups or target markets can actually be more effective than honing in on one singular segment of the market for obvious reasons… and when you think about it, isn’t that what big corporations do every day? Don’t believe it, watch multiple commercials for McDonalds and you’ll find they appeal to different groups, parents, kids, teens, even older people all have their own McDonalds commercials…why can’t you?
Marketing to a broader audience allows for more variance in your marketing campaign. Instead of desperately trying to get in the head of a very small portion of the population, you have the opportunity to reach a much larger audience that can subsequently lead to more profits, but each message has to be tailored for the specific group.
Of course undertaking this can be a massive project and you don’t have the marketing team that McDonalds does, but it should be something to think about when you create your next campaign. This needs to be a strategic process with consistent thought put in. As mentioned, target marketing one than one niche group can be more effective than going after one group, but the process of doing so can be complicated at least until you become familiar with it. In other words, switching gears from a marketing campaign with an emphasis on one demographic can be a drastic change. Essentially, you will be asking your marketing team to perform double (or times the number of niche groups) the market research and other aspects involved with your campaign.
The best way to get your marketing team on board for targeting more than one niche is to split up the team members, assigning small groups of them to research each niche. Once the marketing research has been done, then you can begin to devise your plan about implementing your advertising toward those niche groups, including which promotions, placement and other aspects of marketing will be most effective in your campaign.