Clustering

Here’s a live example of niche marketing in action.

 

At rentoid we are currently implementing a niche strategy by ‘clustering’.

 

As blogged about, rentoid is the place to rent anything. To make this true, we need people to have a great user experience. Therefore we are focusing our global website on one town. The town rentoid was founded in.

 

We think it makes sense for these reasons:

  • We have many items for rent in this town

  • We can implement old school awareness campaigns like letter box drops, and hand outs at the local train station

  • We can leverage local contacts & friends

  • When people first visit the rentoid, they’ll see many items in ‘their’ suburb

  • People want to rent things locally where possible

  • We can rent items off new members and provide a great user experience

  • It leverages a growing sense of ‘community’ in small suburbs

  • It has a higher chance of users telling their friends – who also live there

  • Membership will grow geographically to the next suburb, and so on – virally

  • We can test what works on a micro level before investing on a larger scale 

You get the picture.

 

So our niche plan is to cluster geographically, and grow from their. I’ll let you know how it goes.

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