How to Market a Niche Product to the Mainstream in Four Easy Steps
Most sales gurus will warn you to stay away from mainstream marketing and instead focus on a niche. This is solid advice and many a new marketer will do well to follow it – for a certain period of time. The advantage of niche marketing lies in the ability to quickly and easily identify the target audience and then market to this population. This is commonly done with great success. Yet there will come a time when your niche is saturated either by the very product you sold or, if you are involved in multi level marketing (
Yet marketing outside of your niche requires a different set of skills and also approach and if you are not primed and ready to go, you will miss many a valuable opportunity! How to market a niche product to the mainstream in four easy steps is simpler than you think:
1. Capitalize on the niche appeal even as you address the mainstream. Marketing to a new group of people will require you to create a campaign that fosters name recognition of the product, logo, company, or even your own business. Tying your name to the name of the product is vital since a foray into the mainstream will only be profitable if interested consumers know where to go to buy. Pay close attention to the way other network marketers break out of a niche and into the mainstream market! Sometimes you will note that they purposefully omit the name of a company and instead focus on a symbol or logo while at other times they may tease the audience by advertising a name but will not disclose the product for a couple of weeks. This builds up interest in the mainstream market.
2. Think through the use of your widget and find a reason why it will appeal to the mainstream market. For example, if you market saris, you will originally find that they are primarily purchased by females of a certain ethnicity. The mainstream appeal, however, may be found in their material, their color schemes, and the fact that the production of them employs a number of individuals in a certain Indian village, and the durability of the material that will make it economical as replacement is not as commonly needed.
3. Anticipate mainstream consumer objections and by capitalizing on your understanding of customer behavior, learn to overcome them one at a time. Perhaps the mainstream consumer is not ready for a bright sari, but if she understands that this is an ecologically friendly garment that was handmade and provides self sufficiency for a number of women from a certain village, she may find that red will go well with the black shawl you also sell.
4. Accessorize your product. Find a host of products that already have mainstream appeal and sell them alongside your product. This will serve to actively associate your product with mainstream appeal and is perhaps the most important step in taking your product from the niche to the mass market.
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