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:
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We have many items for rent in this town
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We can implement old school awareness campaigns like letter box drops, and hand outs at the local train station
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We can leverage local contacts & friends
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When people first visit the rentoid, they’ll see many items in ‘their’ suburb
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People want to rent things locally where possible
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We can rent items off new members and provide a great user experience
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It leverages a growing sense of ‘community’ in small suburbs
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It has a higher chance of users telling their friends – who also live there
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Membership will grow geographically to the next suburb, and so on – virally
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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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