Finding under-served markets
Differentiation / Positioning, Marketing Basics
The Internet abounds with websites designed for parents - communities, forums, discount clubs, activities. All good stuff.
Springwise points to a new idea, a site dedicated to Aunties. Savvy Auntie describes itself as:
Unofficially, this site is meant for all you ladies who are totally mad for your nieces or nephews, friends’ kids, whatever….and you just want a place online where you can talk about them (and yes totally show them off!) and feel safe to ask questions about kids, their health, nutrition, even what they’re into these days – without having to go to a mom and feeling unsavvy!
Aunties and ladies who love kids have no doubt, totally, always been there but I can only assume that existing businesses presumed they were totally well enough catered for in this respect by parenting sites and blogs. Totally.
The Internet makes some pretty small niches viable as markets, plus, even if they’re not particularly large you can also use under-served markets as an extension to your core marketing.
Either way, as marketers we should always be looking for those unserved markets.
So, two quick questions that might point you in the right direction:
- Is there a subset within your marketplace that you could serve particularly well? Is it large enough to sustain a business or could it be a nice extra if you can dominate it?
- Are there groups of people outside my intended market that use my products or services? Could I market directly to them or create something for them in particular?
What other ways have you used to identify new, under-served markets?
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July 18th, 2008 No comments
Buzz from the mens room
Differentiation / Positioning, Word of Mouth / Buzz
Honestly, I don’t spend a lot of time hanging around in men’s rooms. But I do spend a reasonable amount of time working in places like shopping centres and airports. On a couple of recent trips to Dublin shopping centres, the conversation has turned to an unlikely topic - hand dryers.
The Dyson Airblade (pictured) to be more precise.
There are probably few less promising products when it comes to creating buzz (sorry) and conversation than hand dryers. The Airblade on the other hand forces cool air through a .3mm opening at 400mph to virtually scrape the water from your hand - making it faster and more hygienic than any other dryer. It so good, and so different, that it gets talked about.
And videod.
And blogged about
And gets its own Facebook appreciation society.
Most notably, it motivated 3 people I know to come up to me and tell me about it.
That’s a lot of buzz for a hand dryer.
July 15th, 2008 No comments
ASOS revisited
Differentiation / Positioning, Relationship Marketing
A while back I posted about ASOS, the online fashion retailer, and how their returns policy made buying from them easy.
Personally, I have never bought anything from ASOS but nevertheless the site makes itself known in my home through the shopping habits of my significant other and, notably, their monthly print magazine - sent to customers homes.
The mag, which is part style guide, part women’s glossy and part ASOS catalogue, is in addition to its website, regular emails and even a Facebook app.
In an age where content and conversation are kings, it’s another example of how this retailer gets it right.