The Unusual Suspects
Marketing is all about reaching your target audience effectively and efficiently. It is a game of understanding the needs and wants of your potential customers and catering to them in the most effective way possible. However, sometimes, companies can benefit from targeting an unusual and unexpected target to sell their product.
Here are some examples of small to mid-sized firms that found an unusual niche or angle to cover:
Bawdy Beauty
Bawdy Beauty is a skincare company that focuses on products for your butt. The company targets men and women looking for a unique way to pamper and care for their backsides. Bawdy Beauty has found a niche market that values self-care and individuality by focusing on an often-overlooked body part.
Boll & Branch
Boll & Branch is a bedding company targeting consumers seeking high-quality, ethically sourced linens. The company sources its cotton from farmers who use sustainable growing practices and pays fair wages to workers throughout its supply chain. By targeting socially conscious consumers, Boll & Branch has built a loyal following of customers who value ethical business practices.
Purple
Purple is a mattress company that targets people who suffer from chronic pain. The company’s mattresses are designed to relieve pressure and improve spinal alignment, making them an ideal choice for people with chronic pain. By targeting this specific audience, Purple has been able to differentiate itself from other mattress companies and build a loyal customer base.
Aftershokz
Aftershokz is a headphone company that targets runners and other athletes. The company’s headphones use bone conduction technology to transmit sound through the cheekbones, leaving the ear canals open to hearing ambient sounds. This makes Aftershokz headphones safer for runners and cyclists who must be aware of their surroundings. Aftershokz has succeeded in a crowded headphone market by focusing on this specific audience.
Bombas
Bombas is a sock company that donates a pair of socks to homeless shelters for every pair of socks purchased. This unique selling proposition has resonated with consumers, and Bombas has carved out a niche in the crowded sock market. Bombas has successfully built a loyal customer base by targeting a socially conscious audience.
Lumin
Lumin is a skincare company that targets men looking for an easy and effective skincare routine. The company’s products are designed for men’s skin and use high-quality ingredients to address common skin concerns like acne, wrinkles, and dark circles. By targeting men who might not have previously been interested in skincare, Lumin has found a market often overlooked in the beauty industry.
BarkBox
BarkBox is a monthly subscription box for dogs and their owners. Each box contains a curated selection of dog toys, treats, and other dog-related products. BarkBox targets dog owners looking for a fun and convenient way to spoil their pets. By focusing on the emotional connection between pet owners and their dogs, BarkBox has built a loyal following.
Purple Carrot
Purple Carrot is a meal kit delivery service that specializes in vegan meals. While the meal kit industry is crowded, Purple Carrot has found a niche by catering to vegans. Purple Carrot has attracted customers who might not otherwise use meal kit services by focusing on this underserved market.
Blacksocks
Blacksocks is a sock subscription service that targets busy professionals. The company offers a subscription service that delivers new socks to your door every few months, making it easy to keep your sock drawer stocked without thinking about it. Blacksocks has found a market that values convenience and time-saving solutions by targeting busy professionals.
Hims
Hims is a men’s wellness company that provides hair loss, skincare, and sexual wellness products. What’s unique about Hims is that they target young men who might be embarrassed or shy about discussing these topics with a doctor. Hims provides an online consultation with a licensed doctor, making getting the help they need easy and discreet. By targeting a younger demographic, Hims has reached a market that is often underserved regarding wellness products.
The Unusual Suspects – Underserved Audiences
By focusing on an underserved audience, these ten companies have been able to differentiate themselves from their competitors and build a loyal following. To find opportunities for targeting an unusual and unexpected audience, companies can start by analyzing the needs and wants of their potential customers. By identifying gaps in the market, companies can carve out a niche for themselves and build a loyal customer base.
Another way to find opportunities is by looking at adjacent markets.
For example, Hims successfully targeted men’s wellness, a market often overlooked in the beauty and wellness industry. By identifying adjacent needs, companies can expand their reach and find new growth opportunities.
Targeting an unusual and unexpected audience can be a brilliant marketing strategy for small to mid-sized firms. By identifying underserved markets and focusing on their unique needs and wants, companies can differentiate themselves from their competitors and build a loyal customer base.
Weird, maybe. But a narrow and distinctive target is a crucial path to success.
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Watch a short video about working with me.
Photo by Possessed Photography on Unsplash
