Burned fingertips, well-worn knives and a flour-covered kitchen. KitchenAid selected it’s “maker” audience, a niche consumer base that spends more time in the kitchen than the average individual, as the focus for its latest campaign.
KitchenAid Leverages Their Niche Audience
By honing in on one specific audience, KitchenAid targets consumers who love to cook, which Senior Branch Manager Christina Hoskins views as a leg up on the competition.
"We spent several months learning more about the consumer we serve," Hoskins said. "We recognize that cooking for them and being a baker, or a maker, in the kitchen is part of who they are — part of their identity."
What KitchenAid’s competition does wrong, according to Hoskins, is market to consumers who view cooking, baking and creating in the kitchen as a chore. KitchenAid focuses on a smaller but more interested consumer base that benefits the most from their products.
The “maker” relates to the dry hands and burnt bread featured in KitchenAid’s ad. These consumers know the best ingredients and tools, like KitchenAid products, help craft the best meals, treats and sweets.
Marketing to a Niche Audience
Niche marketing focuses on tightly defined audiences that stand apart from mass markets. Niche marketing allows brands to develop a more personal connection with consumers, similar to the way KitchenAid targets makers and chefs. When marketers take the time to really get to know their audiences through demographics and, more importantly, psychographics, brands can talk to these niche audiences in their languages and understand their micromoments, like burnt bread, connecting with the niches in a way mass marketing typically cannot.
Follow these three steps to get started marketing to your niche audience:
Identify & Define Your Niche Audience.
Your audience needs to be explicitly pinpointed before you dive into any new niche marketing initiatives. Analyze current buyer data and research your competitors to understand how your brand is different and what niche audience is already attracted to your brand. Evaluate the long-term success of appealing to this niche. Review demographics, including population size to calculate the value of the niche market. Then, gather data to understand the psychographics of your niche audience. What do they need? What do they want? How does your brand provide it?
Talk with your most loyal customers. What made them purchase your product in the first place? Was it an impulse decision, or was there a lengthy research process? Was there a micromoment that resulted in the purchase?
Don’t stop defining your niche audience until you truly know who they are, how they live and how they think. Make sure you can picture them in your mind and be able to imagine conversation over a cup of coffee with your niche audience.
Research Industry Trends.
Once you’ve determined your niche audience, delve into industry data like keywords. What are your niche consumers searching for?
Popular keywords present crucial marketing information and can help your brand rank for relevant micromoment searches. In addition to traditional Google searches, consider voice search, visual search and video search. Searches are often the result of current challenges. These challenges represent opportunities for your brand to help address your niche audience’s problems with targeted products or services.
You can research general search trends with the help of Google Trends, which allows you to research and compare search volume and interest over time for individual keywords.
Craft Targeted Content.
Once you know how your audience thinks, you can craft content that specifically addresses their needs and wants. Content marketing can help navigate your niche audience through the customer journey. Plan out your content set, including articles, ads and social media, with content mapped to reach your audience and connect with them about specific micromoments, like burnt bread.
Defining a niche audience and stepping into a smaller market can help you grow your brand (and revenue) exponentially when done strategically. By identifying an interested, relevant consumer base, your brand can spend less on marketing and more on consumer connections.