Last year a local
gentleman opened a Mexican restaurant in our area. The unique aspect
of the restaurant is that not only is the Mexican food authentic, but
the employees are Hispanic as well. When you walk through the doors,
you feel as though you've stepped into another culture.
Six months later,
this same gentleman opened up another restaurant on the other side of
town. What was the secret to his immediate and amazing success?
...he found a natural market. No one can simulate a natural market.
Outsiders go to get the cultural flavor as well as the good food,
insiders go to enjoy the homey experience.
What Defines a
Natural Market?
The most obvious
natural markets are cultural, but include a host of other
characteristics that you may be familiar with as well. What about
homeschooling parents? Who could communicate more clearly, or provide
more relevant products than another homeschool parent?
A natural market is
simply the part of a market that you have something in common with.
It will automatically make you connect with your customers on a
personal level, making your marketing strategies more effective.
Why Explore
Natural Markets?
You can make
immediate and lasting connections with your potential natural market.
Let's face it, we're more comfortable and more confident doing
business with someone we have a lot in common with. It can't be
helped... it's just in our nature. Take advantage of natural markets
on the Web where a more personal business is rare and will hold strong
appeal to consumers.
How Do You Get In
On The Action?
First think about
your interests, hobbies, and life experiences. List your occupations,
hobbies, club memberships, nationality, language, and background.
Wow, there's a lot of potential for natural markets at your
fingertips.
Once you've got a
nice list, start critiqueing it for the potential market that will
make the most impact. The rule of thumb for deciding on the depth of
impact is: the more unique the characteristic... the more impact it
will have.
Natural markets add
a brand new layer to your existing business, or you can create a new
niche business from the natural market idea. Whichever you
decide...pull out the stops... blitz the market with advertisments...
and get ready to add up the profits!
Who is Allyn
Cutts, and why should you care?
Allyn has spent over
24 years helping businesses like yours find new customers and increase
sales to current customers. Allyn is a marketing and sales fanatic,
providing measurable marketing solutions that drive huge results for
small-to mid-size business clients. Allyn works personally with
clients to design and deliver off-line and on-line direct marketing
strategies that focus on metrics and measurable results. You can learn
more about Allyn Cutts at
www.AllynCutts.com and you can call 610.437.4106 between 10 AM and
4 PM Eastern Time Tuesdays and Thursdays.
