Last year a local gentleman opened a Mexican
restaurant in our area. The unique aspect of
the restaurant is that not only is the Mexican
food authentic, but the employees are Hispanic
as well. When you walk through the doors, you
feel as though you’ve stepped into another
culture.
Six months later, this same gentleman opened
up another restaurant on the other side of town.
What was the secret to his immediate and amazing
success? ...he found a natural market. No one
can simulate a natural market. Outsiders go
to get the cultural flavor as well as the good
food, insiders go to enjoy the “homey”
experience.
What Defines
a Natural Market?
The most obvious natural markets are cultural,
but include a host of other characteristics
that you may be familiar with as well. What
about homeschooling parents? Who could communicate
more clearly, or provide more relevant products
than another homeschool parent?
A natural market is simply the part of a market
that you have something in common with. It will
automatically make you connect with your customers
on a personal level, making your marketing strategies
more effective.
Why Explore Natural
Markets?
You can make immediate and lasting connections
with your potential natural market. Let’s
face it, we’re more comfortable and more
confident doing business with someone we have
a lot in common with. It can’t be helped...
it’s just in our nature. Take advantage
of natural markets on the Web where a more personal
business is rare and will hold strong appeal
to consumers.
How Do You Get
In On The Action?
First think about your interests, hobbies, and
life experiences. List your occupations, hobbies,
club memberships, nationality, language, and
background. Wow, there’s a lot of potential
for natural markets at your fingertips.
Once you’ve got a nice list, start critiqueing
it for the potential market that will make the
most impact. The rule of thumb for deciding
on the depth of impact is: the more unique the
characteristic... the more impact it will have.
Natural markets add a brand new layer to your
existing business, or you can create a new niche
business from the natural market idea. Whichever
you decide...pull out the stops... blitz the
market with advertisments... and get ready to
add up the profits!
Who is Allyn
Cutts, and why should you care?
Allyn has spent over 24 years helping businesses
like yours find new customers and increase sales
to current customers. Allyn is a marketing and
sales fanatic, providing measurable marketing
solutions that drive huge results for small-to
mid-size business clients. Allyn works personally
with clients to design and deliver off-line
and on-line direct marketing strategies that
focus on metrics and measurable results. You
can learn more about Allyn Cutts at www.AllynCutts.com
and you can call 610.437.4106 between 10 AM
and 4 PM Eastern Time Tuesdays and Thursdays.
