AMA Conference 2020

Niche marketing: focusing on the few

Niche marketing: focusing on the few

By Anne Millman

SUMMARY

A short study into the value of niche marketing using the example of the successful Opus One subscription series for the Hallé in Manchester. This article analyses why and how this form of marketing can work and why it might not be suitable for all organisations.

So what must a niche have if it is to prove fruitful for the organisation concerned? As demonstrated by the Hallé, it must:

  • Be sufficiently large to be profitable (in attendance terms, or revenue, or both)
  • Have growth potential
  • Be of little interest to competitors.
Resource type: | Published: 2013