Niche marketing Archives

In Case You Missed It (Vol 5)

ICYMI is our way of sharing the best of those “Did you see this?!” news and tidbits that we usually send to each other. If you like this kind of thing (or don’t), feel free to let us know or join the conversation. In the meantime, here’s what we’ve seen lately: CEOs are getting younger every year Cross a lemonade…

Your message turns into a mealy mishmash of committee-speak.

If you’re targeting everyone, you’re targeting no one.

Of course, every marketer knows “target marketing” is a good idea. After all, it just makes sense; get the right message in front of the right people, and success will rain down. But when it’s time to build a creative brief and develop the message, people seem to get cold feet. “We’re targeting left-handed Moms…

Sex, Brands, and Rock & Roll

Don’t you just love to see marketing that’s, you know, good? There were a couple of examples of fun, interesting, and ultimately effective marketing that we picked up on this past week. The first was a bottled-water alternative called Liquid Death. The second was a racy, definitely cheeky (excuse my dad pun), and likely NSFW…

help them amplify their voices so they can do more good in the world.

Stop grandpa marketing

In order to keep the new member pipeline flowing, credit unions have to start doing a better job of targeting people 16-21 and even younger. This is when financial habits are established that will last a lifetime, and turn them into your core members in the future. Of course, that’s easier said than done. How…

It's not always easy to find customers that want what you are selling

What if you weren’t allowed to buy what they were selling?

Have you ever felt like you weren’t allowed to buy what they were selling? About a week ago my wife and I were wandering around downtown Asheville with our NC friends. One of our group was excited to see that a small “Scottish” shop was open, since she had tracked some of her ancestry to…

Developing and maintaining multilingual marketing materials and websites

Language lessons

In many parts of the US, a significant portion of the people speak another language. Even if these folks are also fluent in English, using a “native” language can be a great way to connect and build trust. Here are a few recommendations for developing and maintaining multilingual marketing materials and websites: Use professional translators,…

United by a single shared interest

We always encouraged our boys to be true to their inner nerd. Why? Because nerds rule the world. More importantly, nerds also use their imagination in creative ways, often becoming absorbed in thoroughly exploring one interest after another. Growing up, my boys went through multiple phases where they were obsessed with one thing or another, from collecting Beanie Babies, to Pokemon…

Everyone can provide a plain old ordinary checking account or car loan for plain old ordinary average people.

Go find some weirdos

Quick, tell me about your members. No, not the average members. They’re boring. And you already know plenty about them. And so does everyone else. Find some weirdos. People out on the fringe. The ones who were in New Guinea last week, and are currently somewhere in Kazakhstan. The family thinking seriously about what kinds…

Are you investing in high quality marketing or just throwing money away?

Are you investing in high quality marketing or just throwing money away? With creative work (concepts, copy, and design) it’s sometimes hard to tell the difference until you count the results. But creative quality is vitally important – excellent creative multiplies results, while poor quality creative can waste money and seriously damage your brand. So…

As a marketer, I have to wonder how any of this is cost-effective.

Yep, I’m still pregnant

Some database out there still thinks I’m pregnant. Direct mail offers are continuing to pour in for cord blood storage, baby seats, celebrity maternity wear, baby bottles with high-tech nipples, strollers with independent suspension, stretch mark cream, and the very latest in mushy food nutrition delivery technology. I am receiving a free subscription to “Babytalk”…