Archive for the ‘Target Market’ Category
Most brands have a “deep specialty” – a very narrow repertoire of product or services. Having this focus allows the company to become known as an expert in the field: the “go to” business for a particular need. In contrast, Jonathan Goldhill terms himself “a marketing generalist” but stresses that he has a “deep niche.” When working on his brand, he wanted to target small businesses with five to fifty employees, in need of marketing services but relatively underserved by existing coaches. His niche? Landscapers.