How To Gain More New Customers In One Month Than You Have All Last Year

The large consumer products companies including Proctor and Gamble, Pepsi, Anheuser Busch and many others build brands by appealing to a niche. Direct mail publishing houses provide excellent guidance on successful niche marketing. These companies include, Board Room Reports, Agora and others. What are examples of their work? Look at your junk mail (postal). All the direct mail pieces promoting the latest health product, financial service or hottest stock are usually developed and distributed by one of the larger direct response advertising publishing houses. Study the headlines and the copy. Consider the target audience. The people who write these promotions are some the highest paid people in America.

Most companies do not market to their key niche markets. Here is one example: I have worked with a number of long haul trucking companies. In looking at the customer base for one of these companies, I found that a primary niche was companies producing beverage containers. A detailed marketing plan was developed and implemented that was focused on  this niche. As a result, the company was able to substantially grow its revenue base in less than six months.

Action Item:

Look at your customer base and define your primary niche markets. Develop a marketing plan to capitalize on your experience with those niche markets. 

Author: Steve Pohlit, a business consultant who has helped companies in many industries including: retail, manufacturing, wholesale distribution, restaurant, real estate and trucking achieve increased profits. All information published by Steve, unless otherwise noted, may be republished without restriction with this resource box intact.  For more information please visit www.stevepohlit.com