Niche your niche

16 Aug 2019

More and more professional service firms are now realising that adopting a sector focus is the smartest way to promote their business.


To be frank many of the early adopters of sector marketing were simply adding a bit of window dressing to their website that nodded towards the fact they may have a specialism but what is interesting to see now is to see just how seriously both law/accountancy/IP firms and their clients are taking this genuinely client facing approach.


However, for the yet-to-adopters the mention of sector marketing may beg the question “what is a sector approach?”


The most crucial part of putting a serious sector approach into practice is to tightly define the sectors you have experience in and how the target market within that sector breaks down; in other words you need to niche your niche.


The importance of this all too often forgotten step was reaffirmed to me recently whilst doing some research for a client looking to build their practice within the Leisure sector.  


I learnt that low cost gyms are booming while their more luxurious competitors are having a tougher time.  Budget gyms are the fastest growing segment of the industry (they’ve increased their market share from 3% in 2012 to 12% in 2018) and today 3.4% of the UK population are low-cost gym members, a figure that’s predicted to rise to 7% of us by 2026 but how many leisure teams have picked up on that trend? 


How many are genuinely niching their niche?


This blog was one of Bernard’s regular LinkedIn posts but sector marketing is one of Tenandahalf’s specialisms so if you’d like to discuss how you could niche your own niches, please drop us a line and we can find a convenient time to talk.

Posted by Douglas  |   0 Comments

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