by Mark Waldin Agile Marketer - You have a solution that is clearly superior to other solutions a customer can choose from and you are looking at launching the product or service. Now comes the hard part: marketing your product. Whether your product is revolutionary or evolutionary it is going to be expensive to market it. To limit the cost of marketing and improve your chances for success it is best to narrow your market focus.
There are a number of advantages to doing this:
- Total promotional costs are reduced – because the population is smaller the dollars you need to spend to create awareness are reduced
- You can position your product better – you can tightly focus the selling proposition and benefits to the smaller market and make your proposition even more compelling
- You establish a beachhead – you gain a significant market share in a smaller market quicker creating a reputation and momentum
- You can leverage viral marketing – you gain critical mass within the market more quickly so that you can leverage word of mouth
