| For some people, when they hear the name of any | | | | this sub genre. |
| industry, they will see the big picture. The music | | | | The music that is written for a trombonist for instance, |
| industry for them will encompass not only the music | | | | is different from that of a French horn. You could |
| that they listen to, but the way that the music is | | | | never fit a tuba into a trumpet case, and if you did, that |
| created, the recording, the shipping and the promotions | | | | thing is never coming back out of there, and you owe |
| that must go into getting music to the consumer. To | | | | someone a tuba. There is never a trumpeter that will |
| them, it will also involve every type of musical genre- | | | | need a comfort strap to play his instrument. All of |
| from rock and hip hop to Beethoven and Mozart. | | | | these separate aspects of the same basic family |
| Anything that pertains to the making, transporting or | | | | have different needs that must be met. Have defined |
| selling of music will be what is in their head. | | | | your targeted audience? Have you defined your |
| For other people, the musical industry can be broken | | | | niche? Now its time to find the best ways to market |
| down in to genres, which can then be broken down | | | | your product or service to that audience. |
| further into sub genres. The sub genres can then be | | | | For example, the product is music lessons. You could |
| even further broken down to the point where only one | | | | offer the generic "music lessons" but then would find |
| aspect of the industry is being focused on; the niche. | | | | that you are being flooded by calls for oboe or electric |
| Finding a niche is like doing a mathematical equation | | | | guitar. The problem is simple- you do not know how to |
| without numbers: you keep subtracting facts and | | | | play neither the oboe nor the electric guitar. By clearing |
| descriptions until you get down to the lowest common | | | | defining the niche that you are marketing to, you save |
| denominator for that market- the niche in other words. | | | | yourself needless expense on ads that will greet the |
| When you are doing niche marketing, you are | | | | wrong people and you save your customers time by |
| exploiting the needs for that particular part of an | | | | spelling out exactly what you can offer to them. |
| industry- that small segment of the targeted audience | | | | The more defined or specialized a niche, the higher the |
| who may have a specific and very definable need. | | | | demand and the lower the supply meaning that you will |
| Keeping with the musical industry theme, we focus on | | | | be able to garner top dollars for a need that is not |
| this genre of the musical industry: the marching band. | | | | being fulfilled. The wider your appeal, the more likely |
| For each section of instrument types, there is a sub | | | | you are to have competition and therefore have to |
| genre: the brass, the woodwinds and the percussion | | | | keep your prices low to remain comparable and fair. |
| sections. Taking the brass section sub genre then, we | | | | Define your targeted market and you can rule that |
| can break that down into the niches: trumpet, French | | | | particular niche. Find the lowest common denominator |
| horn, tuba and trombone. Of those four niches, there | | | | that will satisfy enough need to be a valid pursuit and |
| are some similar needs that can be addressed, but | | | | keep enough customers to be financially worthwhile |
| each will have specific needs that have to be focused | | | | and you will be struggling to keep up with the demand |
| on as well. Niche marketing would address those | | | | in no time. |
| specific needs for each of the four niches found within | | | | |