They saw me coming!
I’ll admit it: I’m in the soppy, dog-obsessed owner camp. And I’ve only just found out.
I’ve had Comet – my miniature schnauzer – for nearly three years, but it was only during a trip to Sainsbury’s that I realised that I’d become one of ‘those people’.
Let me explain:
Whilst wandering the supermarket aisles I came across the pet aisle and decided to have a mooch down it – as you do when you’re a pet owner.
(There is a point to this, don’t worry)
I was just bundling the dog food I usually get straight in the basket, when I came across the Christmas pet section.
And without too much thought, I added a three bird meal, doggy rocky road chocolate and a turkey dinner to the basket.
Kind of ridiculous, right?
But here’s the thing: I would have been far less likely to purchase these premium festive treats for Comet if it wasn’t for the branding.
Festooned on each of the festive foods was a picture of a beautiful schnauzer, just like Comet. (Check it out in the picture below)
I was unmoved by anything with a Labrador or Yorkshire terrier on it, but I just couldn’t resist the food that seemed tailor made for my little dog.
Except of course, it isn’t. It’s just the branding. The rational part of my brain understand this, but – and here’s the key – I don’t just shop with my rational brain, and subconsciously, I felt that these foods were a better fit for Comet than any other.
Oh, and do you think I checked the price? Of course I didn’t.
There are a number of lessons for all of us here, and the one that jumps out at me is the value of “niching”.
Rather than trying to serve everyone and get owners of all kinds of breeds to buy their produce, the dog food manufacturer have niched down and focused on schnauzer owners.
They might not sell much food to people with golden retrievers, but you can bet your bottom dollar that their ‘hit rate’ on people with schnauzers is very high indeed.
What product or service do you offer that you could niche down and make your prospect feel that you and you alone are the one who can solve their problem or meet their need?
Could you be the print company who specialises in direct mail marketing campaigns for HR consultants in Berkshire? Or the only golf club in Oxfordshire that specifically caters for those with physical disabilities?
Once you niche down, it makes marketing a lot easier, as you’re not spreading your net so wide and trying to win everyone. I’ve experienced this firsthand – trust me, it’s well worth it!