Niche,
Niche, Niche!
How can you improve your aim?
Narrow your focus.
We’d
rather be treated as individuals, than
as part of a mass audience. When your
client says, “I want to reach everybody,”
ask what grous in that universe of “every
body” are the best customers. Each
one of them is part of a niche.
Talk
to the parents of teens, the extreme spirts
junkie or the wine connoisseur -- whoever
the hot consumers are (there may be more
than one group for each advertiser) --
with commercials or programming that speak
directly to them.
Don’t
be afraid to exclude the others. The delight
a specific prospect experiences when you’re
communicating with her will make up for
those who feel ignored (many of them will
eavesdrop anyway to see what you have
for the specific person).
“There’s
a woman we know who lives in a fairly
medium-sized town…has all her life.
Her parents are from here and their parents
and their parents, going back six generations.
Maybe you’re like her. You life
is steeped in tradition, yet you…”
Most
advertizers have several products or services
that fall into niches. You can tell stories
about each narrow part of what the advertiser
does for their clients.
The
restaurant that tells a compelling story
about how the owner is at the local wholesale
farmer’s market early every morning,
rejecting dozens of heads of lettuce to
choose the very finest ones for the day’s
salad says a lot about the offerings on
‘today’s special’.
The
car dealer who describes the complete
wash that every car leaving the service
department there receives has made an
impressive statement about the care and
attention to detail customers can expect
at that dealership.
The
department store that spends the entire
commercial extolling the benefits of one
bathing suit will also sell lots of sunscreen,
beach towels, umbrellas, books, flip flops,
coolers, hats, goggles, floats, shark
repellent…
The
more thinly sliced the demographic, pyschographic,
product or service pie, the tastier it
can be for the listener and the advertiser.
So
think about this the next time you ideate!
Mohit
S Balani is a certified Radio Marketing and
Programming Consultant from RAB Dallas, having
earned his Masters in Radio Broadcasting &
Media Management from MRS Melbourne. He brings
over one decade of experience as an on-air
talent, evening show personality, production
manager, and music director. His programming
background includes successful stops in Australia,
UAE, Egypt and India. Balani has been involved
with organizations like Star India, Channel
4 Radio Network UAE, Emirates Media UAE, Radio
Asia UAE, Mango Media Egypt and Austereo Pty
Ltd Australia. Balani helped format, set up
and launch Radio City of Star India in Mumbai.
