Case Study: Niche Marketing Service

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Trans­lated cre­ative vision into a solid busi­ness model.

Busi­ness Chal­lenge:
Pro­vide focus and direc­tion to pro­posed des­ti­na­tion mar­ket­ing entity. An entity tied to the hip of its older sis­ter Avo­cet Travel, a niche-destination tourism com­pany. Avo­cet was in the final stages of launch­ing its busi­ness but had con­cerns about the abil­ity to drive clients in suf­fi­cient num­bers to the ser­vice after the ini­tial buzz faded. The pri­mary rea­son for this con­cern was not the loca­tion, for Euro­peans have been fre­quent­ing this world-class area of North­ern Brazil for decades, but the fact that the desired US tar­get mar­ket had lit­tle famil­iar­ity with the region.

Avo­cet had the typ­i­cal travel mar­ket­ing ele­ments nailed, but real­ized to be truly suc­cess­ful there needed to be a sup­port­ing “pull” seg­ment to the over­all mar­ket­ing ini­tia­tive. An ini­tia­tive that would only ben­e­fit Avo­cet if both an inter­est could be sparked and a long-term desire cultivated.

One of the sell­ing points to Avo­cet about its inau­gural des­ti­na­tion was that it has a strong African based cul­ture, some­thing that res­onates with the African-American com­mu­nity, and in par­tic­u­lar to African-American women. This kin­dred con­nec­tion pro­vided this region and thus Avo­cet with an ideal point of entry into the minds of the Amer­i­can consumer.

But how to best cap­i­tal­ize on this con­nec­tion? Stay within the niche’s proven pas­sions. In other words, iden­tify and exploit the com­mon lifestyle affini­ties. The most pow­er­ful of which are found in an individual’s bond to their cul­tural expres­sion. This is extremely evi­dent in individual’s pas­sion for forms of dance, art, food, reli­gion, and music.

Avo­cet had their part­ner pro­file, but did they exist? The answer wasn’t long in com­ing. It was quickly real­ized that there were no US-based enti­ties that could effec­tively sup­port the brand­ing of Brazil through music, art, and other cul­tur­ally based prod­ucts. Out of this real­iza­tion the gen­eral con­cept for You Enter­tain­ment was born. How­ever, with finan­cial resources tight, the ques­tion was how could they develop a niche-marketing firm – in the guise of an enter­tain­ment con­cern – that could lever­age exist­ing rela­tion­ships, stim­u­late and use the ini­tial enthu­si­asm as a growth engine, and not throw the day-to-day fab­ric of the Avo­cet into chaos?

How I Helped: Pro­vided ana­lyt­i­cal rigor and struc­ture
In order to con­vert this con­cept into a coher­ent strat­egy, and then into a log­i­cal devel­op­ment plan, I fol­lowed a struc­tured process that included an eval­u­a­tion of the media envi­ron­ment plus a mar­ket seg­men­ta­tion and exist­ing player map­ping. This work pro­vided the insights used to posi­tion You Enter­tain­ment and iden­tify poten­tial strate­gic part­ners. As with all of the strat­egy projects I under­take the start­ing point was a strate­gic assess­ment and S.W.O.T. analysis.

Solu­tion: Pro­vide the right expe­ri­ence in the right form
Lever­age the ben­e­fits of technology’s Uni­ver­sal­ity par­a­digm. With the adop­tion of the Inter­net and other self-directed tech­nolo­gies indi­vid­u­als now have the abil­ity to find, and report on, infor­ma­tion that was pre­vi­ously under cov­ered. As a result people’s inter­ests have frag­mented and their accep­tance of lim­ited offer­ings is marginal.

This new par­a­digm of prof­itable micro-distribution allows enter­pris­ing indi­vid­u­als to bring highly selec­tive infor­ma­tion and expe­ri­ences to the desir­ing tar­get mar­ket in a mul­ti­ple touch man­ner. You’s oppor­tu­nity; lever­age this new par­a­digm to sur­round the tar­get mar­ket with mul­ti­ple sen­sory pro­mo­tional and mar­ket­ing pro­grams, build­ing a very strong emo­tional tie to their human core. The vehi­cle is the man­age­ment of one of the most com­pelling col­lec­tions of African-Diaspora influ­enced enter­tain­ment con­tent in the world.

Essen­tially make You Enter­tain­ment a multi-faceted enter­tain­ment com­pany that mar­kets and devel­ops com­pelling niche con­tent for world­wide dis­tri­b­u­tion. The can­vases are music, live events, and video.

The first cul­ture – Afro Brazil­ian. The first mar­ket – America.

Results: Uniquely prof­itable exploita­tion of a mar­ket gap
I brought to bear for You Enter­tain­ment my media / enter­tain­ment knowl­edge as well as a struc­tured busi­ness devel­op­ment process that resulted in a com­pre­hen­sive strate­gic plan. A blue­print that:

  • Deter­mined the most finan­cially advan­ta­geous way to cre­ate and grow a new con­cern through exist­ing oppor­tu­ni­ties and lever­ag­ing relationships.
  • And sec­ondly, how to align of the venture’s activ­i­ties so that they sup­ported and increased the value of Avocet.
  • My insights brought order to the numer­ous mov­ing parts, pro­vid­ing man­age­ment with a higher level of com­fort in the venture.