#niche

I have always been a fan of niches and believe they are the best target for marketing efforts. I define niches as a group of people who are incredibly passionate about an experience they share or have shared. Sometimes that experience can be created by a product or service. (Niche = Geek. Wine Geek. Lego …

Niches

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For most, the word snob is derogatory.  Someone who’s palette is so sophisticated they can’t be pleased. Someone who has the highest standards when it comes to experiencing the thing that they love. If you think about this definition, you could also call them geeks. Terms like beer geek, bike geek are common these days. Subject Matter Experts, …

Snobs rule!

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I had coffee with the CEO of a very large agency this past week and during our conversation, he mentioned that one of the things he sees is business struggling with is the demise of the marketing campaign. (Did I mention this he runs a VERY large agency?) To be honest I wasn’t shocked by …

The death of the marketing campaign

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Last summer, I was teaching a class and I had a slide with a bullet that mentioned content curation vs. aggregation. Immediately a student raised her hand and asked; “What’s the difference?” Since then I’ve been meaning to write this post and recently had it jostled from my memory when I saw it posted on …

Curation vs. Aggregation

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When I grew up being called a geek or a nerd was a very negative thing. (See infographic below for the difference between the two.) Over the last several years, being called a geek has become a badge of honor, so much so that you can now geek out over your subject of choice. For …

GeekLOVE (inforgraphic)

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We all know by now that you can’t test something without inadvertently influencing the outcome. The same can be said for marketing to a niche. A niche is an ecosystem unto itself and unless you’re already a part of that niche, your participation will impact the health and wellbeing of the ecosystem. Here are some things I’ve …

I talk quite a bit about targeting niches when it comes to building your business. I’ve also asked the question of whether or not you should market a business if you’re not in the target market. If you find yourself in the midst of marketing to a niche that you don’t belong to you, you’re …

Niche perspective

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If you live in Colorado you’ve seen them. They have: Short hair and long beards. Both ears pierced with heavy gauge earrings. At least 4 real tattoos; no barbed wire across the upper arm nonsense. Listen to bands like Lamb of God, Led Zeppelin and Johnny Cash. Spend most of their money on the best mountain bikes …

This is a ENORMOUS post. If I weren’t summarizing a presentation I gave last night, I would have broken it into a small miniseries with many guest stars including Betty White. So make sure you go to the bathroom before you start. Last night I got the chance to speak to a class at DU …

Thursday we started off with several of my students asking if my Twitter account had been hacked. And yes, it had. Someone got in and sent out the following message: ‘hi, i’m 24/female/horny… i have to get off here but message me on my windows live messenger name *****@hotmail.com’. They had direct messaged a large …