How specific should you be when positioning your brand? And let’s just say you have chosen utmost specificity– then how do you reach your niche market effectively?
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From the category archives:
Customer Behavior
It just dawned on me the other day: the Keurig coffee system is everywhere. In my home, in my office, in my clients’ offices, at the gas station, in the convenience store, at the mall – everywhere! It seems that wherever I am, I can look up and see a Keurig single-cup brewing station beckoning [...]
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We’re all familiar with this story. A business is at the top of its game, makes a trajectory-decision based on an assumption, and subsequently misses the mark. In this case, the business is Netflix…
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The Martha Stewart and Enron cases were real and their repercussions have had a ripple effect in all aspects of the broader marketplace. These few but crucial instances in recent history have drastically affected the climate of oversight, checks and balances in which buyers engage in big-ticket sales. Yet, this represents only a single, generalized example of how buyer behavior will affect your firm’s market entry.
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I went into the bank, took out the cash that I needed and paid the extra $2 fee, because I needed to get on the highway that was immediately proximate to this location and I was under time pressure. In that context, I also needed to find the restroom…
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Have you ever thought about which customers you shouldn’t deal with? Which ones are you selling to now, that you might actually be better off not selling to at all? The surprising thing is, you may be putting a lot of energy into selling to more of those customers than you know.
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