Posts tagged as:

niche-marketing

Green as a luxury? Premium pricing and conspicuous consumption

12.14.2009

A theme has emerged from my conversations with Portland, Oregon real estate professionals: fearing overspending, home buyers these days are unwilling to pay a premium for green features, and instead decide with their pocketbook based on price and value. In other words, green* is a luxury these days, for homes and I suspect for many [...]

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Creating buzz with special events: National Hockey League

10.01.2009

I’m excited! The 2009-2010 National Hockey League season starts today. It’s promising to be another awesome season, with teams having rearranged their lineups last summer to compete, over 82 regular season games and four grueling playoff rounds, for the ultimate sports trophy, the Stanley Cup. Whether you’re a hockey fan or not, the NHL offers [...]

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Micro-communities and ultra-niches as substitutes for community

09.07.2009

Community is a big, daunting concept tossed around everywhere these days, including on this blog.  To succeed in today’s business and to make it sustainable, you must build community, in a wider sense and around your brand. But how do you build community from scratch? How do you engage in existing communities where your target [...]

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Premium brand positioning in social media

06.24.2009

This guest post is from Stuart Foster who blogs at TheLostJacket.com. All views in the post are the author’s alone. If you’re interested in guest posting on the Sustainable Marketing Blog, please email me your guest post idea, and let’s take it from there. Thanks!
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How do you deal with a high end brand online? [...]

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Everyone is a story

12.16.2008

We communicate with stories. Trivial or profound, everything we do and everything that happens translates into a story. “Guess what happened at work today.” “She took a trip to Europe and fell in love.” “How about those Sharks?” As the heroes of our lives, we each are a story. The same goes for your customers. [...]

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The needs summit: Identity as a differentiator

12.08.2008

It seems simple: Marketing is about satisfying the needs of your customers. But how do you define needs? Abraham Maslow’s famous hierarchy of needs remains an ever-useful tool for analyzing your customers’ needs. In the pyramid, lower-tier needs must be satisfied before higher-order ones can. The secret for marketers is to

Determine how your product or [...]

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People-centric market segmentation

10.20.2008

The process of niche development culminates with segmentation and understanding of target audiences. Market segmentation can take two basic forms:

Top-down (outside-in, centripetal) segmentation entails dividing up the total population into segments based on select variables (geographic and demographic first, then psychographic and behavioral).
Bottom-up (inside-out, centrifugal) segmentation takes the individual as the starting point and groups [...]

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Being all things to all people

10.08.2008

In communist regimes, collective ownership meant everything belonged to everyone. But instead of everyone appreciating everything they had, the opposite happened, and no one appreciated anything. No one cared to care, and what stake did they have in caring for things that everyone else was supposed to care about? For all practical purposes, nothing belonged [...]

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It’s not about you

09.23.2008

You have an innovative product or service that is bound to make the world a better place. You have an amazing website or even a sleek brick-and-mortar store. You have all the green – cash as well as credentials – that you need. Forget it. None of this matters. It’s really not about you.
Trying to [...]

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