Finding Niches in the Market

Niches are as diverse, and numerous, as the consumers who define them.

Chocolate lovers, Rolling Stones fans, amateur photographers, stamp collectors, and left-handed people are just a few examples.

New ones are always being created. Others expand in number.

Some become so large that it's easier to target smaller niches within the larger one. Here's an example:

People who like to garden is one segment of consumers. Someone who gardens, though, may grow anything from roses to tomatoes.

Some have backyards in which to garden. Others have an apartment patio, or a terrace.

How and where a person lives is another niche creator.

Magazines such as California Homes, Log Home Living, and Coastal Living are examples of products aimed toward specific segments in the market.

Small space living and eco-friendly living are two other groups you can target.

Pet owners are another example of how many sub-categories one niche can contain.

Those who have cats, dogs, hamsters, guinea pigs, and goldfish are just a few "sub-niches" in that category.

Even those can be broken down into even more specific groups. Dog owners include everyone from those who have miniature poodles to Saint Bernards.

Income creates even more sub-categories of consumers. Doggie spas and designer clothing for them are perfect examples.

People travel with their pets. They breed them. Many pets have special needs and health issues.

All of these create niches to whom you can market.

An easy way to brainstorm niches is to start with a general topic.

Books, for example, can be about science fiction, poetry, health, romance, mythology, or cooking - and that's just a sampling.

Some people are avid readers of a specific genre, such as suspense thrillers. Others may read nothing but biographies or short stories.

Specific book series, such as Harry Potter and Nancy Drew, have their fans.

Every type of collector represents a niche in the market.

People collect antiques, autographs, stamps, coins, dolls, jewelry, artwork, windchimes, angels, pottery, hats and spoons. The list is endless.

Almost everyone travels. For some, it may be an occasional trip to a theme park. For others, it's a cruise or a weekend at a bed-and-breakfast inn.

Many have favorite, regular destinations. New York City, the Grand Canyon, Las Vegas casinos - they are varied and many.

Within the category of travel alone, you can find literally thousands of niches.

Nancy Richardson
CreateYourMarket.com publisher

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Quick Tips:

Enclose a business card promoting your website with each piece of outgoing mail.

Ask customers who frequently do business with you for a testimonial.

Promote your website URL offline on everything from bumper stickers to your answering machine message.

Want to reach the highest percentage of your target market?

Advertise in specialty publications including newspaper supplements devoted to a specific topic.

Marketing is crucial, but it doesn't always have to be serious.

Some of the most effective advertising campaigns rely on humor. Don't be afraid to make your customers laugh!

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