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any of various herbaceous plants cultivated for an edible part such as the fruit or the root of the beet or the leaf of spinach or the seeds of bean plants or the flower buds of broccoli or cauliflower
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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 have "kinds of gardens", like the popularJapanese Garden. However, when fragmenting the Japanese Garden down on a microlevel, you have "tea gardens", "rock gardens" and even "watergardens" which all represent "kinds of" Japanese Gardens. A quick look at these different kinds of Japanese Gardens willreveal that, while they do have needs that are similar, theyhave many needs that differ. What other kinds of Gardens are there? How about "OrganicGardens"? How about a "Vegetable Garden"? What about Plants? Howmany different kinds of plants are there that people grow intheir gardens? How could these possibly be fragmented? Perhaps"Roses" and "Tulips" could represent fragments. How about "Indoor Garden", "Outdoor Garden" or "GardenFurniture" as some other quick examples for possible fragments? Make sure you discover the power of going beyond the nichemarket and into fragmenting those niches into even smaller, morespecific and specialized pieces to sure up even greater profitsfrom stronger micro positioning. Look to dominate fragments which can lead to dominance in theniche. Sure, you will end up with fewer clients and customers ona fragmented level. However, these will be better clients andcustomers... and when it comes to fragmented marketing less ismore when then are loyal. About the author:Stephen Pierce provides strategies that make growing profits inyour business a fast reality. Learn how to get MarketingMomentum for real business success. To receive your free onlinevideo coaching visit: http://www.stephenlive.com
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