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Niche #7: “We Understand Your Customer” Focus

Posted by Ilise Benun on

PANK_thumb_medTo Specialize or Not to Specialize - How 5 Happy Freelance Creatives Found Their Niche. Thumbnail. 500 x 500 px

 

Today I’m sharing the seventh niche in my blog series focusing on the 10 niches featured in the new Pick A Niche Kit (available now in the Marketing Mentor Online Shop). Read the series here.

Niche #7: “We Understand Your Customer” Focus
Definition: This is like the umbrella focus with a twist: the common denominator in this case is not the client but the client’s customer, such as women, enthusiasts or boomers.

Example
Saltworks Inc.
saltworksinc.com

Focus:
Enthusiast brands (i.e. luxury goods, outdoor adventures, high-performance gear and exclusive experiences)

Tagline:
Enthusiast branding

Homepage message:
Brand enthusiasts aren’t just customers. They’re discerning buyers who feel compelled to express their values, look for substance, and do their homework on purchases and relationships. And once they find brands they love, they become loyalists — and ambassadors. Saltworks is a branding and design firm where enthusiast brands find their following.

Positioning message:
Since 1984, Saltworks has partnered with purveyors of luxury goods, outdoor adventures, high-performance gear and exclusive experiences to engage and mobilize the enthusiasts who live and breathe their brands. And, as different as their offerings may be, Saltworks intensifies the essence that makes each brand legendary.

Highlight:
The homepage message here serves to both educate prospects and demonstrate this firm’s understanding of the client’s customer. With the idea of “enthusiast branding” they draw parallels among industries that wouldn’t otherwise see them, providing a larger pool of prospects for themselves.

7a-saltworks 

There are 9 more niches featured in the new Pick a Niche Kit – download it now for the pre-sale promotional price AND you’ll get the BONUS ebook from FlauntMyDesign.com. To Specialize or Not to Specialize: How 5 Happy Freelancers Found Their Niche. And sign up for the free 30-minute mentoring session with Ilise Benun.

PANK_thumb_medTo Specialize or Not to Specialize - How 5 Happy Freelance Creatives Found Their Niche. Thumbnail. 500 x 500 px

 

The post Niche #7: “We Understand Your Customer” Focus appeared first on The Marketing Mix.

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