Target Smaller Groups, Make Bigger Sales

By: Andrew Michaels
May 23, 2008
"There is an old saying that if one attempts to be everything, then he ends up being nothing.  This cliché has merit when it comes to a company's strategic marketing plan.  If you cast a wide net it is often likely to come back empty.  When one employs a more focused strategy the results are a hearty catch.

Take for example a gadget and game review web site.  There are obviously millions, if not hundreds of millions, of people around the world who possess interest within this large category.  If you were to invest in some brochure printing and do a mailing of marketing brochures, then what would be the result?

Your market is too large.  There is no way you will be able to cram enough information in a brochure in order to pique the interest level of any given subset group.  Examples of subset groups would be those seeking information on MP3 players, hard core gamers, those looking for a flat screen television, and the list goes on.  It is necessary for you to focus on a smaller group within the large universe of those looking for gadget or game information.

Let's assume you selected the subgroup of gamers.  That is still probably too large a group to effectively target.  Within the arena of gamers there are those into sports games, shooting games, fantasy games, as well as many other categories.  A good idea would be to drill down even further and select one of these microgroups.   Even better would be to identify a niche within that group itself.  An example would be World War 2 gamers as a smaller market within shooting games.

Now you are able to provide in depth and useful information to your target audience.  Today's cheap brochure printing will allow you to blanket all known World War 2 game aficionados with marketing brochures containing expansive information exactly on point to the recipient's interests.  When one receives a mailing that entails a subject of high interest it is far more likely to be read.

Those attempting to sell to an overly broad market should step back and review their strategy.  Your broad market is simply an amalgamation of many smaller subset markets.  Each of these contains potential customers of varying interests and concerns.  Attempting a one size fits all strategy to address all subgroups greatly attenuates your branding attempts across the board.

If you don't already know, then you should quickly ascertain who your market is.  Who is buying your product or service?  Who would be buying it if you could reach them?  These are critical questions to answer.  Operating without this knowledge is akin to driving in the dark.  Know your market.  Then drill down and convey a message tailored to each component group.  Doing so will greatly increase the return on your advertising investment.

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