Posts Tagged ‘niche marketing’

You Will Never Stand Alone If You Stand for Something

By Ben Hart

When I was an undergraduate at Dartmouth College, I was one of the very few conservatives on campus.
I knew of maybe five or six other students who were also conservatives. We got together and started a renegade conservative student newspaper called the Dartmouth Review. Many of the articles were humor and satire, with a right-wing edge. Part of the role of the paper was to explode the notion that conservatives were humorless, stodgy fuddy-duddies who did not like sex. The paper was often accused of being sophomoric, which did not hurt our feelings much because many of us were sophomores.

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The Easiest Way to Succeed in Business: Narrow is the Gate to Paradise

By Ben Hart

The easiest way to make money is to have no competitor.

That’s so obvious it’s hardly worth stating.

The easiest way to improve your chances of having no competitor, or very few competitors, is to identify a small market niche that you can dominate. It’s better to be a big fish in a small pond than a small, struggling fish in a big pond. In the big pond, you will likely be eaten alive very quickly.

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What I Learned About Marketing from the Grateful Dead

By Ben Hart

The relationship between the band and the Dead Heads must be nurtured because they are us and we are them.”

Phil Lesh, The Grateful Dead

The Grateful Dead may be the most profitable rock band in history even though it has never had a #1 single or a #1 album. Only two of the band’s song ever cracked the top 40 on the pop charts.

Despite the death of its leader Jerry Garcia in 1995, Grateful Dead Productions continues to generate about $30 million a year in sales and licensing fees. Pretty good for a group that no longer exists.

Jerry Garcia and the Grateful Dead were among the greatest niche marketers in history. They never pursued the top spot on the pop charts—or any ranking on the pop charts. Instead, they dedicated themselves to pursuing a distinct style of music and cultivating a face-to-face relationship with their fans, building a loyal, even fanatical community of hundreds of thousands of Dead Heads by feeding this community exactly what it wanted, never deviating from its brand, for more than 35 years.

The Grateful Dead built its following by playing an average of more than 80 concerts a year for nearly four decades. As the years and decades rolled on, the Grateful Dead’s following never waned, but actually strengthened. In the early 1990s, until Garcia’s death in 1995, the Grateful Dead were probably the only band that could sell out major professional football stadiums on consecutive nights with no mass-market advertising.

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