Sometimes your brand’s service or offering can seem very niche, and thus audience size of potential customers small. But if you take time to look closely at the passion points (or key interests) of your target audience you’ll most likely be surprised by where your brand can connect with consumers in a relevant way.
For argument’s sake, let’s look at a faux Burlesque event company called Black Liquorice.
Problem: The company’s entertainment services are very specific and the spectator audiences at hosted events are often quite small. Black Liquorice wants to reach beyond its current event attendees and increase ticket sales by 50 per cent annually.
Strategic Solution: Look at the target audience’s passion points through either Persona Development or Customer Journey Mapping. Based on the results, reach potential customers through shared passion points by aligning the brand’s messaging through digital and offline channels relevant to these audiences.
For example, through Persona Development Black Liquorice could uncover the following opportunities:
Fashionistas & Dandies – Burlesque is very extravagant and extremely fashionable. We’ve seen movies, music videos and fashion born from burlesque inspiration. Dita Von Teese…. Need we say more? Opportunity: Raise awareness by utilizing fashion news, entertainment sites and publications popular amongst this audience segment.
Comedy Circuit – Burlesque is playful and often times the host/hostess is a comedian. Known to be also a small niche service, partnerships could go a long way. Opportunity: Combine shows through a shared theme and leverage each other’s audience and advertising initiatives.
Tattoo & Indie Music/Art Scene – Burlesque is definitely entertainment for those that are open-minded, confident and comfortable in who they are; aka trendsetters. Opportunity: Take a more grassroots approach with in-shop window advertising, flyers/stickers at live music venues and/or art gallery showings could generate some serious social word-of-mouth. (don’t forget to have a hashtag, QR Code or mobile site)
Casinos & Sin City – Burlesque may have started out having a sinful stigma, but today it is one of the greatest forms of theatrical entertainment. The history however plays nicely with other sometimes considered sinful activities. Opportunity: Advertising with casino online properties or tourist/travel sites popular for Niagara Falls, Vegas and Atlantic City.
If you feel like your brand may be too niche, move beyond your target audience’s demographics and brainstorm around their personality to discover their passions. It just may surprise you how your brand’s product or service can be relevant in more areas of their daily lives.
Photo from Flickr by Brendan Lally (used under Creative Commons)