Short Thoughts on Niche Marketing, Target Marketing & Branding

Very few industries understand the power of niche marketing. It’s often viewed as too expensive per prospect – not realizing that the quality of the lead is usually so much higher. American Airlines tried it a few years ago with their “women’s” website, but that is/was too broad of a niche. Niche marketing is usually seen as something that niche businesses do (manufacturers of fishing rods, motorcycles, etc.), rather than as a viable tool for general marketers.

Niche marketing differs from Targeted marketing in that Niche aims to appeal to a group differentiated by interests (“the pet-friendly airline”); while Targeted sends a specific offer (a “20% off” email to folks who haven’t flown in the past 6 months) to a distinct but undifferentiated audience.