Niche marketing and customer service are vital to building your small business marketing brand. Having a niche makes your ALL of your marketing marketing efforts easier.
If something does not fit in with what your marketing focus is, just don’t do it. If your brand is being a high end boutique, do not advertise in the penny shopper. If your focus is being THE source for beads, hold workshops at your store where people who like to bead can gather (and buy).
The easiest example ofÂ this to me is the difference between the customer service provided by Starbucks and Dunkin Donuts. In Clearwater, where I buy coffee, we have 2 Dunkin Donuts and numerous Starbucks. I would NEVER go to Dunkin Donuts if I did not have to get coffee for my friend.
Starbucks is nice. They make your coffee EXACTLY the way that you want. They go in the back to get you rice krispy treats if they are out in the front. They even get your coffee if you order it small, medium or large instead of the tall, venti or whatever the other one is. They thank you and give you change and it takes about 2 minutes. I don’t know that I have ever seen an ad for Starbucks. There is not a spokesperson because EVERYONE is a spokesperson.
THEIR BRAND is to provide exceptional customer service within the coffee niche.
On the other hand, Dunkin Donuts is painful. They ask you 3 times what you ordered. They give you the wrong thing. Their lines are horrendous and their product offerings are so varied that people sometimes have to drive around and park so that they have time to make their beverage. Rachel Ray is their spokesman. I see lots of ads with her in them and I LIKE Rachel Ray. Liking her is NOT enough to combat the pain of having to drive up to Dunkin Donuts! Fire her, stop making ads and train your people to produce a donut and a cup of coffee, with a smile, in less than 10 minutes!
THEIR BRAND is to provide a variety of confections, not care about customer service and have coffee as an add on product
As a small business owner, make sure your brand and your customer service represent the true goals of your company. Look at your processes with a fresh eye and see if there are things you can fix. If you would like to find out more about niche marketing we have a number of posts that you might like too!
Dear Rachel, you seem like a very bright girl who is doing okay for herself. I am sorry that part of my plan includes firing you. I will buy 2 of your magazines to make up for it!
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