The Sticky Niche
By Andrea Goulet
A recent article in the Pittsburgh Business Times notes how many companies are combining in-house efforts with smaller, niched agencies to maximize their marketing value.
The article quotes Adam Golomb, Director of Marketing for Eat ‘n Park Hospitality Group, whose marketing team includes over a dozen agencies working together in collaboration. “Our goal is to find the best. I don’t think any one agency can be the best at everything.”
This specialization approach has permeated more than just the marketing world and effects professional services across any industry. We see this on a daily basis with our clients.
When a professional service positions themselves as filling a general purpose, it is difficult for potential customers to distinguish and keep the brand on top of their mind.
Rather, a service who embraces a niche enjoys the spotlight in an otherwise crowded marketplace.
For example:
- A law firm could differentiate based on the specific type of law they practice (family law, land use law, real estate law, etc.)
- An architecture firm could set themselves apart on a style they are known for (contemporary, historic replicas, etc.)
- A construction company might focus on a specific clientele (salons and spas, restaurants, or office buildings)
Remember, you can always cross-sell your services once the client is in the door if your services are broad. The niche serves as a tool to make your company stick in the customer’s mind.
Related Links
How to Successfully Market a Service
Filed under: Branding, Marketing, Positioning, Professional Services | Closed
Tags: Niche marketing, Positioning, specialization
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