Yesterday, while surfing on net,i found an interesting example of why niche marketing is better than mass marketing.I would like to share it with you people. It asked to visualize the mass marketing person as standing smack in the middle of a major league park. In front of this person is a large pile of various denomination of currency. The mass marketing person sets this pile on fire. He wants to attract the attention of seated spectators using the smoke from the burning currency. He had given word that this smoke would clear all eigth sinus cavities. As the league park is very big, the smoke will be severly diluted by the size of the park and distance from the fireto spectators.Although the spectators know its benefits but the smoke is so spread out and diluted that spectators could hardly smell it. The end result will be minimal unless a tremendous amount of currency is set on fire to produce much more smoke.
On the other hand a niche marketing person would take the pile of currency,go to a pre determined section of bleachers, then sets this pile on fire. He knows, from research that the crowd in that section of the bleachers are interested in clearing sinuses.Because of the smaller area, they will smell the smoke strongly.The niche marketer will have better results using the same amount of money because its impact is targeted.