What you’ll read:
- Success doesn’t necessarily require connecting with the largest audience possible.
- A highly energized niche audience can often be just as valuable — if not more so — than a larger, more generalized fanbase.
Niche audiences can possess a lot of power. he global pet meal kit delivery services market size for instance, was valued at USD 1.67 billion in 2020. Though the number of consumers investing in curated menus that addresss pets’ dietary needs and their personal tastes is less than those who pick up what’s on sale at the grocery store, $1.67 billion is nothing to scoff at.
In this article, we’ll cover two pet brands who effectively leverage their niche audiences.
Become the best CRMer you can:
CRM Hack: Monitoring the User’s Heartbeat
What Does It Mean to Treat a Customer’s Email With Respect?
To Lock or Not to Lock Customers (into CRM Journeys)
What the Efforts to Promote Responsible Gaming Look Like Form the Inside
Harry Barker: Be Specific
One of the trickiest things about mastering a niche vertical is finding the right one for your brand. Start by looking at what your competitors do well and look for any potential gaps they’re leaving. There’s no lack of pet brands catering to owners’ concerns about ecological impact, but boutique pet brand Harry Barker realized there was an entry point — those who want their pet to look chic. The brand’s products —from clothing to food storage solutions — are not just eco-friendly, recycled, and natural, but they’re also well-designed. “You shouldn’t have to choose between what your pet loves and what you love,” the Harry Barker site says Harry Baker achieved fast growth by appealing to a niche audience of dog owners willing to pay a premium for a fashion-forward pupper.
Toby Toad: Be Different
Sometimes it pays to be a little unconventional. Partnering with dogs and cats was an obvious choice for Hulu’s animated series Housebroken, but it didn’t neglect the small, yet loyal fanbase of Toby Toad. Teaming with Toby allowed the show’s marketing team to reach viewers that they might otherwise have missed. It’s important to remember that while niche audiences are subsets of larger audiences, they don’t always intersect. Don’t assume your entire audience pays attention to the same channels, even if their interests overlap .
Ecologically speaking, a niche is a place that allows a species to thrive. Rather than think of niches as too small to address, think of them as healthy environments where you can grow your reach. Be specific or be different; either way, take advantage of what niche audiences have to offer.