Establishing a marketing strategy is absolutely essential to establishing your brand in the hearts and minds of your industry and potential customers.
Learning from other industries and campaigns can serve as a jumping-off point for boosting your startup’s potential to earn extra money. Let’s look at a few marketing strategies you can use to establish your niche.
Pabst Blue Ribbon
When Pabst Blue Ribbon tried to pick the right niche, they were initially unsuccessful because they were trying to compete with major brands like Molson.
PBR first established their marketing campaign by looking at who enjoyed their beers, most of which were bicycle riding hipsters in Portland, Oregon that lived in bars and parks.
PBR started handing out swag in bars and sponsoring marathons and bike races. By establishing their own niche, they increased their brand’s potential.
Millions of people associate this brand with college students, hipsters, and an alternative lifestyle.
Although Facebook isn’t considered a niche product anymore, they practically wrote the guide on marking for startups with their initial campaign.
Facebook was an online site for Harvard students that wanted to share photos and make connections, but it soon became popular across other universities across the United States.
When they opened Facebook to the rest of the world, they already had plenty of young college students to promote their brand. Facebook is now a great way to market niche businesses, which shows how a company can grow and change.
Under Armour now resides shoulder to shoulder with large fitness brands like Nike and Adidas, but that wasn’t always the case.
The CEO of Under Armour, a former football player, wanted to make a shirt that wouldn’t become soaked with sweat after a few minutes of playing. He developed 500 shirts, passed them around to his friends, then expanded the company.
Along with traditional marketing, Under Armour still continues to use classic marketing tricks like exit-intent popups. Still, it all started with word-of-mouth and the necessity of creating clothing that won’t become sweaty and wet.
Everyone needs a mattress, but going to the store, picking one out, and delivering it is a major hassle for the modern person. Casper created a mattress in a box that was easier to deliver – but they were still competing with other industries that did the same thing.
To set themselves apart, they started a blog that drove clicks to their website.
Casper was able to create a niche by answering questions of their overall bedroom and living category instead of focusing solely on sales. People looking for a new mattress will likely stumble upon Caspers blog, which will influence their buying decision.
Whole Foods had a difficult task ahead: to market to people who already shop for groceries at another store. To do this, Whole Foods established its brand by focusing on health, wellness, and premium goods.
Before organic food was available everywhere, they were the only grocery store to offer this luxury, and many middle-class people lined up to get a piece.
Shoppers now trust that the brand will deliver quality goods and a luxury experience, which is one of the main reasons Amazon purchased Whole Foods.
Their loyalty and wealth also create an overall image of Whole Foods and the brands that acquire their goods.
Before creating your own marketing strategy, it’s essential to look at what other businesses in your niche have done.
While establishing your niche in your industry, you’ll need to separate yourself from your competition while also paying attention to what made other items in the same category successful. Doing this will make your marketing strategy more successful.