Why You Should Try Marketing With Niche Lists


Crappie: a genus, Pomoxis, of freshwater fish in the sunfish family Centrarchidae.

There is a sense of urgency, understood only by avid anglers, which rises when barometric pressure begins to fall—simply stated, the fishing gets hot! While reflecting on 20 years of marketing experience and 40 years of fishing expeditions, I realized that these pastimes have much in common. So here’s a little ‘crappie’ marketing counsel to give your campaigns a lift.

The ‘crappie’ is the prize of all pan fish, admired and adored by talented anglers, and very selective. Unlike its aggressive predators, it doesn’t respond well to big baits, fast foods, or tough tactics. If you want to catch her, then you’d better apply your inbound marketing acumen, sharpen your hooks, and match the hatch. More importantly, you’ll need to hone your geo-targeting skills to find the schools (your audience) or your recess will end with an empty six-pack and not a single fish.

If consumer confidence is low and the economy is your concern, then embrace niche marketing and you will target more efficiently. When barometric pressure is on the rise, crappies look for cover – so when you do find them you may find them in abundance. A similar pattern applies to relevant niche marketing – and personalized credit cards are a great example of making a program actionable.

You can tailor your offers for niche audiences, and personalize the messaging to correspond with niche response lists. Testing this will not only represent your brand with a fresh and innovative concept, but also increase your knowledge about new potential customer groups. Mass marketing with statistical analyses will improve your quantitative knowledge, but niche marketing campaigns can deliver qualitative insights about what really motivates your prospects.

While B2B marketers and sales executives are often endorsed as ‘hunters,’ the B2C marketplace is ideal for ‘anglers’—so find a few relevant niche market audiences and test them out.

Chris DeMartine is director of business development at NextMark.

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