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.