From Niche Marketing To Fragmentation
By Stephen Pierce, Sat Dec 10th
Copyright 2005 Stephen Pierce
Think about something Bill Cosby said and ask yourself "how doesthis apply to your current marketing. Cosby stated “I don’t knowthe key to success, but the key to failure is trying to pleaseeveryone."
Are you trying to be everything to everybody? Are you eventrying to be one specific thing to everybody?
Re-examine your marketing strategy and trim the fat and focus onvery specific niche markets. Heck, go even further than nichemarketing and fragment that niche to micro levels.
For example there are two broad markets that relate to some ofour offerings. They are "investors" and "traders". These are twovery different and distinct groups of people which approachstocks and futures trading completely different.
So we go to the internal niche markets of "traders" and look at"stock traders", "futures & commodity traders", and "forextraders".
In fragmenting these markets we go on a micro level to createmultiple opportunities such as "stock day traders", "emini stockday traders", "futures day traders", "index futures daytraders". How about options trading? You have "stock optionstraders", "futures options traders" and "forex options traders."
The needs, wants, desired, must haves, should haves, etc of eachfragmented group are different.
While they all want to make money in how they trade, why theytrade and what they trade… getting to the output requiresdifferent input and processes.
By understanding this and marketing accordingly, you can morestrategically and intelligently build up monster profits as youcater to the specific customized needs for each fragment.
Take a look at your market? Are you targeting a niche right now?If not, what are the possible niches within the broader marketyou are targeting? If you are targeting a niche, what are thepossible fragments of that niche?
For example, many would consider Gardening to be a niche. Insidethis niche you
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