There is a lot of competition for the “Middle”. In the Middle – are the majority of the people in the world. What if you were to focus your marketing to the fringes? Those that are at the ends of Society and where the population at large could also be called a “Niche”.
Today it seems that all “Big Marketing” is targeting the center of the world. From a “accountant’s” point of view, it makes sense to advertise to as many people as possible. Heck, you may only get one chance to say what you have to offer. For Local Businesses the Middle is the Enemy!
It’s too loud in the Middle
Have you ever been at a Rock Concert? The music is so deafening, it is hard to converse with those around you. The middle of society is not much different. There is a huge amount of noise being disseminated within that sector.
What if you were to move to the ends? It is far less noisy and you will be able to build some “Stark Raving” fans.
Get them involved in your conversation. In the process, you will reap tremendous rewards. Don’t kill people with your “Social Media” plugging. Be gentle and get the conversation started, sustain it and comment only when necessary. A Good example is FaceBook. Your personal page should be kept clear of “grandstanding and self-promotion”. That is what Business Pages are for – Get one…
Listen for an example of a FaceBook post I put up recently – Over 38 likes and a boat load of comments… The Audio portion that I am talking about starts after the Santa Clarita Election Results – at the 35 second mark…
Where are the Fringes
Okay, I’ll bite, where are the Fringes of which you speak?
How about those in the world that don’t watch TV? Maybe the “tech savvy” populous. How about Grips that work for a single Motion Picture Studio. How about the staff at Walgreens? Find a Niche and get to know everyone in it at a personal level.
Let them know you care and can help them with “insert your product or service here”. It will be one of the best things you can do for your Local Business.
What do you think about marketing to the fringes? Does it make sense? What steps will you take to achieve this with your marketing efforts?