Remember when the BLT was the standard for a sandwich? Over the years people’s tastes have certainly changed to accept or deny the new fads. We’ve gone through Clubs and Reubens, Po’ Boys and French Dips, and even PB&Js. Back in the 80’s “niche” was the buzz word for that new area that people were trying to find, promote, exploit, to gain the upper edge on where the trend was going. Marketers trampled all over each other to find the next best thing in their industries. To boldly go where no one had gone before. It was the perfect focus for the product or service. It was going to be “our” unique thing. It was going to define us, define our product, define our service, define our company. Our “niche” was going to set us apart.
Niche marketing has certainly helped us to find our focus, to find our strategies. It has allowed for the consumer to voice their needs and companies to answer the call. Is the fine tuning of our products and services really answering the call? The amazing thing about our world, is that of technology. Just as you think you have found that perfect niche, technology has created a whole new phase or aspect to that very niche. Your focus has just split into 3 or 4 new parts. Do you stop and settle here or do you drill in farther?
I think this is where the disadvantages come into play. With our specialized focus, we have stymied our growth and while we are answering that call for consumer’s needs, not everyone needs it, so we have reduced our market.
Obviously, there is a balance to be found. This forces us to strategize, set goals, and plan. We have to know what we are doing and we have to know what we want to do. We can no longer try something and hope for the best. Find your target!
Pardon the pun, but I don’t think our BLT cuts the mustard anymore. With all the advances, changes and pursuits of the perfect niche, I think our sandwich has changed to a BKA; Bacon, Kale, and Avocado.
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