October is National Vegetarian Month, and on October 1st, vegetarians celebrated World Vegetarian Day. Yet somewhat surprisingly, according to a Gallup poll in 2012, only five percent of people in the United States identify themselves as vegetarian.
Enter: niche marketing. Basically, niche marketing means directing your efforts at a portion of a market that has a special characteristic or attribute that’s worth marketing to. When it comes to marketing to a niche group, you want quality over quantity. Many companies have adopted niche marketing because it is a great way to cost-effectively maximize your marketing efforts and reach the right audience for your product.
So what does National Vegetarian Month have to do with niche marketing? Because vegetarians represent a very niche market in the food industry, we can look at how companies market to vegetarians as a case study for niche marketing.
Before diving into the world of niche marketing, there are a few things we suggest:
- Be Selective— Offer a unique product and cater to a market that has a specific need. For example, many popular food brands, such as Amy’s, Morningstar Farms, Larabars, and others target vegetarians. Sure, they could market to the full-range of shoppers, but it’s a smarter move to focus on selling their specialized products to a niche market.
- Connect— In niche marketing, communication is everything. Companies are constantly evolving and finding new and innovative ways to connect with their core audience. For example, going mobile. Apps such as HappyCow, Veggie Passport, and Locavore cater to the niche vegetarian market. Always look for new ways to connect with and engage your audience.
- Listen Up— Continue to monitor the market and listen to your customers. Doing so will ensure you have your finger on the pulse of what they need, and help you stay aware of emerging trends and opportunities.
Looking to break into a niche market or expand your brand? Give us a call at 619-906-5540 or find us at www.osterads.com to see what we can do for you.
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