A recent story shows just how powerful and popular niches can be when you get it right. The dream of a lonely cowboy finding love beats within the heart of an Ohio man.
Jerry Miller, the founder of FarmersOnly.com slogan: “City folks just don't get it!” focused on core values of farmer’s through his ad agency work. Jerry used his contacts and focused issues core to some farmer’s he had met to create a unique dating community for farmer’s only. His site now boasts a membership of 64,000 and growing. You might say 64,000 members is tiny compared to the millions that frequent MySpace and YouTube but you’d be missing the power of niche marketing here.
The hardest thing to predict for massive brands is who they are talking to with a given add campaign. They know what they are saying, they know how they want to say it but they can’t always predict exactly how the public will perceive the message, unless they know the public well.
In this instance Jerry has created a very focused and targeted market for would be marketers. Every product manufacturer under the sun would love to have their client base sorted into neat little target lists like the one Jerry has created. Which would ultimately allow them to focus very targeted pitches to very receptive audiences for optimal conversions (prospect contact = sale). You can think of it as shooting fish in a barrel. If brands you love and want badly know how and where to find you all they have to do is offer something compelling to you and WHAM, they have your sale.
Niche’s like FarmersOnly.com are leading the trend of what the internet and social communities will be in the coming decade.
There will always be the noisy, cluttered and unsorted world of MySpace, YouTube and the like but with these razor focused niche sites at work advertisers will always have ripe soil to grow and nurture their latest campaigns to eager consumers.
Great story.
Kenneth Knapp
Founder, CEO
socialFIEND
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