Mass marketing in your print brochure helps spread your word to a lot of people, but the problem is - do you really want that whole lot to know about your product? Chances are, more than half of those you mass market to are not even relevant. The thing is, you spend so much of your budget and resources in with only a small fraction of the population paying attention, while the rest feels that what you are doing is just a waste of their time.



Niche marketing, on the other hand, offers substantial results to your print brochure. Wikepedia defines niche marketing as ?a focused targetable portion (subset) of a market.? By this, it means that you have to address a specific need for a product or service that is not being addressed by other providers. Wikepedia suggests that it usually comes about because of a potential demand for a product or service that is not met by any supply or when a new demand arises due to changes in society, technology or the general environment.

Marketing gurus contend that it is easier to attract a smaller crowd with your than a much bigger one. Take for example speaking in a large crowd. Do you think everybody can hear you? On the other hand, try speaking in front of smaller one. In these examples, where do you think you got your message across more clearly? It is also apparent that you had to use more resources (i.e. sound system, stage, louder voice) to get your message across in a larger crowd.

Niche market ventures are more profitable, although they are by nature small. As they focus on a specialized need or a small identifiable market segment, the amount of resources you put in when is not so much.

For instance, if you want to develop a print ad like a print brochure, it would be easier for you to design it because it is more focused towards attracting an identified market segment. If it is the young people, it should be more colorful, lively and appealing. It is for a specific group of workers, you can employ something that they all can relate to. In other words, your print ad becomes more focused.

Niche markets may be ignored by large businesses due to what they consider to be small potential. This vacuum now is what is available to smaller businesses. The key here is to find that niche market that is accessible and that has the potential to grow in the future.