NICHE MARKETING, BUSINESS AND PR
I have always been a tremendous believer in niche marketing, both vis a vis building my business and day to day client work.
Last night I attended a religious event that reminded me of this fact. The crème de la crème of young, wealthy Hebrew speakers in the US came out for an intimate 8-hour dinner last night, followed by a 5 hour ceremony today. Meeting very successful people who believe in similar ideas and come from similar backgrounds as me, I felt the credence and value of niche marketing.
My firm develops a significant portion of business among niches. For example, we are the only top 50 PR agency owned by anyone under the age of 45, so we focus on 45-and-under business owners. We have grown quickly by becoming expert in many unique niches, whether the urban marketplace, a targeted mom and baby division, our extensive representation of physicians, a cache of beverage brands, or Israeli-owned businesses. Of course, we also do a ton of generic business, but often times, winning accounts is about knowing about which niche of brands (or business owners) you can win, and positioning yourself as the leading expert in that niche.
While they may be smaller in comparison to the mainstream marketplace, many different niches taken together add up quickly. Even without the benefits of economy of scale, profit margins can be higher.
Ronn Torossian
5W PR
