Target an unusual market



This article first appeared September 27, 2011.


Most of the time advertising is all about hitting your target market, which is very logical – when you are spending money on ads of any description, you want to get a return and the best way to get a return is to focus your efforts on those most likely to use your services.


If you run mining safety courses, you might advertise in mining trade publications or around mining-related keywords. If you sell baseball equipment, you advertise in baseball publications or around baseball-related keywords.


For the vast majority of your advertising budget, that makes sense. But each year I like to take a small slice of my budget – it might only be a few hundred dollars – and chase a different market that is perhaps related to my main market.


Using the example above of the mining safety company, I might advertise in another trade publication in the manufacturing or building sector. The ad might go something like this: “Australia’s mining sector is the safest in the world – how can we help your business”.


Try something new – even in just a small way – and you might just discover a lucrative new market.


Get it done – today!

Since 2010 StartupSmart has been Australia’s no.1 publication for the startup community and those interested in the startup movement globally. Publishing news, information and advice daily, and placing itself squarely at the centre of the government’s national innovation agenda, StartupSmart is a leading participant in the momentum that surrounds the world’s focus on technology, creativity and entrepreneurialism.