Niche Marketing

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18 Νοε 2013 (πριν από 3 χρόνια και 1 μήνα)

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Online Niche
Markets


Virtual Business



Copyright © Texas Education Agency, 2012. All rights reserved



Copyright © Texas Education Agency, 2012. All rights reserved


“Copyright and Terms of Service


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™ as the property of the Texas Education Agency and may not be reproduced without the express written
permission of the Texas Education Agency, except under the following conditions:

1)
Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies
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permission from the Texas Education Agency;


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-
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2

What is a Niche Market?


Smaller segments of an existing
market


Segments within existing industries


Considered untapped markets


High potential for loyal customers


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Copyright © Texas Education Agency, 2012. All rights reserved

Characteristics of a Niche Market


Individuals who have same interests


Strong interest in what you offer


Large enough group of people who
want your product, but


Small enough group that may be
overlooked by competitors


Want to feel personal attention

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Copyright © Texas Education Agency, 2012. All rights reserved

Marketing Strategy


Know your customers


What specific products or services are they
looking for?


What are their priorities? Convenience, price,
quality


Market to accommodate those priorities


Set specific goals for what you want to
achieve


Analyze your resources so you can
meet your goals


Keyword search optimization is
critical.


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Copyright © Texas Education Agency, 2012. All rights reserved

Examples of Markets Segmented
into Niche Markets

Pet
Grooming

Pet
Insurance

Pet Supplies

Pet Training

Photography
Supplies
-
cameras

Photography
Services
-
weddings

Scrapbooking

Market


Pet Owners

Market
-

Photography

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Copyright © Texas Education Agency, 2012. All rights reserved

More Examples of Markets
Segmented into Niche Markets


General Market of
Children


Babies


Toddlers


<7 year olds


Tweens
8
-
12


Teens

13
-
17



General Market of
Adults


College age


Young professionals


New parents


Seasoned parents


Empty nesters


50+


Retirees


Grandparents


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Within each of these
segments, or niches,
are further divided
niches.

See next slide



Copyright © Texas Education Agency, 2012. All rights reserved

Breakdown into Smaller Niche
Markets (from previous slide)


Examples of niches
within a niche:


Toddlers


Education


Toys


Tweens


Clothes


Video games


Teens


Electronics


Electronics
accessories


Driving accessories








New parents


Parenting tips


Babysitting


50+


Vacation adventures


Investing ideas

8



Copyright © Texas Education Agency, 2012. All rights reserved

Advantages to Niche Marketing


Clearly identified customer base


Getting to know customers


Creating loyal customers


Higher profit margin


No need for mass marketing


Targeted emails


Pursued specialty


Search engine optimization important so
customers can find you


Word of mouth advertising


Hopefully positive

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Copyright © Texas Education Agency, 2012. All rights reserved

Disadvantages of Niche Marketing


Smaller customer base


Smaller market


Limited product expansion


May be hard to find products that are
complementary to your product


Word of mouth advertising


Can be negative also

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Copyright © Texas Education Agency, 2012. All rights reserved

Discovering Your Niche


Be aware of trends
-
what’s the buzz?


Watch the latest movies


Watch the newest music videos


Investigate the market containing the
segment in which you are interested


Determine if the market is growing


Check out the competition


Are they catering to that niche only as a smaller
part of their major business?


Too little competition may mean too little demand.


Locate customers through market
research


Make sure your idea fulfills a need

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Copyright © Texas Education Agency, 2012. All rights reserved

Types of Niche Markets (examples)


Demographic


Single females


Teenage college students


Psychographic


Sports Enthusiasts


Culinary


Avid readers


Travelers


Geographic


Farming (specific crops)


Ski areas (activities, restaurants, spas)


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Copyright © Texas Education Agency, 2012. All rights reserved

Web Site Considerations for

Niche Markets


Background colors






Text and fonts






Links and buttons


-
White for 50+

-
Primary colors for sports
related

-
Bright for teenagers

-
Warm colors for avid
readers

-
festive for party planning

-
informal for children

-
elegant for a formal attire
site

-
colorful for younger ages

-
buttons in different shapes
for pet owners

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Copyright © Texas Education Agency, 2012. All rights reserved

Promoting Your Niche Business
Site


Create a blog


an online journal


contains opinions, comments, links


Invite customers to review or
comment on your products or services


Include link to your site as well as
sites your customers may have an
interest in


Personal communication with
customers


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Copyright © Texas Education Agency, 2012. All rights reserved

Independent Practice Assignments


Web Site Story Board Assignment #1


Using a niche market
of their choice, students will create an electronic story board
containing renditions of at least four pages of a web site. They will
be evaluated on the content, proper design elements for a web
site, as well as the appropriateness of the design to their chosen
niche.


Personal Niche Target Market Assignment #2


Students
should think of a product or service idea that they think would
sell. It can even be a hobby in which they are interested. They are
to narrow down the market to a niche market, then create one
offline marketing document (either a flyer, magazine, or
newspaper ad), two online ads which can include a banner ad
(which can be animated or not), as well as a mobile phone app.
Research to see what these types of ads can look like if you are
unfamiliar with them. Also conduct research at online app stores
or app maker sites to see what some of them look like.


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Copyright © Texas Education Agency, 2012. All rights reserved

Independent Practice Assignments

(continued)


Keyword Search List Document Assignment #3


To
demonstrate how important a keyword search is to help
customers locate a niche business online, students are to
select a general market, go to a search engine, and type that
market in the search box with quotes. Select the time frame
option for ‘Past Month’ which is usually on the left. Record the
number of results. Narrow down your keyword search two
more times, recording the number of results for the past
month for each of your searches. Do this for two additional
markets and record your findings the same way. Create a
table or lists or any other format that makes it easy to read
your results for the three markets. Graphics may be used if
appropriate.


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Copyright © Texas Education Agency, 2012. All rights reserved