Greetings Flooring Dealers!
Niche marketing
A wise piece of marketing advice that I learned long ago (I can’t remember where I first heard it) is to “Get into a conversation already going on in the mind of your client.” The more precisely you can target your message to the exact fear, hope, or challenge that your client is already thinking about, the higher the impact and greater the response of your marketing campaign.
There are many ways to figure out what’s going on in the mind of a particular group of clients, and one way to do this is through niche marketing.
Example:
Let’s say that you decide to do niche marketing to doctors. It’s a good bet that some combination of the following thoughts are going on in their minds:
- My time is valuable
- My time is limited
- I deserve the best, both in service and products
- I don’t want the same thing as “the masses”—I want something unique that the average Joe does not have access to.
Your marketing message would be specifically tailored to speak to the “prestige” conversation going on in the minds of the doctors you are targeting. You could include the following points in your letter:
- We know your time is valuable and limited
- In-home Design Audit—we’ll bring the showroom to you at a time that is convenient
- Exotic (and expensive) imported products
- Stunning showpiece—impress your colleagues
- Special offer for physicians only
Exercise:
What kind of conversation is likely going on in the minds of Realtors? What would you say in your marketing to enter this conversation? Remodeling contractors? Interior decorators? Insurance agents?
To Tons Of Customers!
Jim Augustus Armstrong is The “Coach”
Jim Augustus Armstrong is the President of Flooring Success Systems, a program that equips dealers to double their profits, cut their work hours in half and beat the boxes! Many dealers have totally transformed their businesses and their lives for the better after joining Flooring Success Systems.
See what real, live dealers are saying!