Niche marketing lesson for your business from a burger restaurant
Now in the current market and more than ever before, you might be tempted to define your customers as anyone and everyone who walks past you. Everyone needs a place to live, right? Worry about the economy and a desperate need for lead generation can make you use the salt shaker marketing method: sprinkle everything and hope something sticks! But this scare thinking could be the biggest mistake you make all year, which leads to wasted time, money, and resources.
To make the most of your marketing efforts, you must follow the rules of niche marketing in this industry. In-N-Out Burger fast food restaurants are a perfect example of niche marketing. Never thought to appeal to anyone, never intended to take over McDonald's & rsquo; or Burger King's market share, this successful Hamburg joint has a limited menu consisting of only three different sandwiches: the hamburger, cheeseburger, and the "double-double".
Although times have changed since the opening of the first restaurant in 1948 in Baldwin Park, California, little has changed in In-N-Out. The menu - burgers, fries and drinks - is still the same basemap that customers have always liked. Have you expanded your menu to have other types of sandwiches and appetizers? Loyal burger eaters know that if they want a good burger, IN-N-OUT is the place for you. They do not spend any marketing money promoting the latest Chicken Sandwich Spectacle because they do not have one. They focus on what they do best.
What can you learn as a small business owner of IN-N-OUT?
Now is the time to realign your time, money and resources in a similar way. When all three are in short supply, it only makes sense to focus on your niche, the group of people who are safest to bring you specific returns, the group of people you work with and want to focus on ,
If you do not know them yet, choose who those people are.
Who benefits most from the specific services you offer and deliver - better than anyone else?
Who has benefited from your services and is now a "raving fan"? & Rdquo;
Who do you know who & quot; speaks & rdquo; Your services and serves as your Goodwill Ambassador?
After you have determined the WHO, analyze the WHERE.
What do these groups that you identify have in common and where do they come from?
Are those who benefit most from your services in a specific age group? Geographical location? Work or organization?
Those who are your Raving fans are clearly former customers and referrals, but where do you find them now?
The Good Will ambassadors are clearly your sphere, but where do you find them? The family tree? The immediate neighborhood? Church? Societies?
Then of course you have to use the HOW. How will you achieve this goal after identifying it? When seniors are most likely to react to your services and inventory, you probably will not focus solely on Internet strategies. However, if you have a Gen X or Y population calling at your service, you must be familiar with the latest standards technologies, communication platforms including social media networking sites and expertise. Know how to reach your customers and where to spend your time and money.
And remember your goals. If you plan to double your business within the next five years, then HOW must include the resources you need to market and serve for your niche.
Do not succumb to the fear that if you are not every potential client in court, you do not have customers at all. Make your niche as carefully as part of your business plan designed as your budget. If you focus your time and resources and serve the best possible way for citizen-loving customers, you will attract more. Leave the chicken lovers to someone else.
This is the true key to niche marketing!