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Marketing

Break Down What’s Important About Your Identity

The Story of Telling writes in a recent post: "When we get caught up competing, we get caught out playing catch up. It turns out you don’t need to compete when you know who you are." Jim echoed this message in his post, Even Lions Can’t Play Where the Gorillas Play: "So the first question to ask when developing a niche is this: What’s special about who we are? What’s interesting and unique about who we are? Some of what you are...

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#WednesdayWisdom

#WednesdayWisdom: The Future Is a Niche Market, Part III

Looking for a little #WednesdayWisdom? We’re pulling out past stories that are still just as relevant today. Here’s a pearl from Jim: The Future Is a Niche Market, Part III. [This article was originally published in 2008.] When I was a kid (not that long ago, sorta), roller derby was in its waning days as mainstream television fare. It never made the networks, but every local station had straight-faced broadcasts of tough, serious men and REALLY tough women skating around the...

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#WednesdayWisdom

#WednesdayWisdom: The Future Is a Niche Market, Part II

Looking for a little #WednesdayWisdom? We’re pulling out past stories that are still just as relevant today. Here’s a pearl from Jim: The Future Is a Niche Market, Part II. [This article was originally published in 2009.] A recent USA Today article gives a nice overview of how “non-major” sports leagues (like professional lacrosse, women’s soccer and arena football) are doing. Here’s a fairly representative snippet: “While a few big-league teams defy the economic logic of the times — take the New...

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#TBT

#TBT: Even Lions Can’t Play Where the Gorillas Play

Happy #TBT! Here’s an oldie-but-goodie post from Jim: Develop a Niche. In nature, niches are pretty straightforward. Owls survive on mice and snakes while hunting at night, so as to avoid most bigger predators and to have less competition for food. That’s how they get it done. Lions have a niche, too; they travel in groups and hunt herds in big open spaces. Even they, bad asses of the animal kingdom that they are, can’t play where the gorillas play. Or...

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#TBT

#TBT: Captured on Film: How to Be a Successful Arts Marketer

Happy #TBT! Here’s an oldie-but-goodie post from Jim: Captured on Film: How to Be a Successful Arts Marketer. If you want to see how good marketing works, read up: First, You Are Your Own Marketing by doing something courageously and consistently that most people think is crazy at first. Second, You Make The Future in a Niche Market because you build a small but motivated and loyal following. Third, You Have a Meaning because instead of just being a weirdo doing something weird, you...

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News

Uptick in Vinyl Sales Proves Value of Recorded Music Headed to Zero

In another universe, I'm one of the people cheering and holding a pennant that sales "Vinyl!" on it. But in this one, I'm just not that gullible. When we talked about music sales recently, I knew that people would take the bait on the deceptive infographic showing the "explosion" of sales of recordings on vinyl. Up 33%, while digital is down 8%! Of course, you don't need a degree in statistics to look just slightly deeper at those numbers and...

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Marketing

An Unexpected Upside to Niche Programming

Programming content for a venue has more impact than probably anything else on sales. A lot of people approach this with the assumption that it's best to appeal to more people -- as many and as broad a group as possible. Funnily enough, it often works the other way around. Narrowing the focus of your content to a group that can seem unbelievably small can be even more effective. An off-Broadway show called Craving For Travel (bit of an awkward...

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