Just after Halloween, actually precisely the day after Halloween, Channel 5 moves into full Christmas mode by ensuring all its’ afternoon movies are around the theme of Christmas.
For those of you that have ever wondered what niche marketing means, then look no further! The 5 Christmas Movie is basically like all other trashy afternoon movies covering the themes of betrayal, good, bad and evil and of course, love, but centred around one theme. That theme is Christmas. This is what niche marketing is in a nutshell or Nut Cracker if you want to follow thence marketing logic.
Taking something every day, and generally available, and positioning it for a very specific market. Then you tap into a very specific audience with very specific emotional needs. In this case something that you can sleep to or feel good after or indeed in my case both! You then sell your product to people who want it to hang other sales around – perfumes, confectionery, baked goods, clothes. Anything that works as a Christmas present.
Positioning of course is one of the world’s greatest advertising guru’s (David Ogilvy) seven commandments and is essential if you want to really make your product or service fly.
Positioning is all about knowing your customer. When I wrote Have Fun Make Money Live A Better Life I originally positioned it as a business start up book, but was not happy. After a bit of trial and error I knew that start ups were not my market but wellbeing, through working for yourself, was. The result was a major uptake in sales and interest.
Anyway I digress and back to the main topic – what you can learn about niche marketing from the 5 Christmas Movie! Mostly American, the 5 Christmas Movie involves a cheap set and I guess inexpensive cast and, of course, that essential Christmas ingredient – snow!
Invariably there is a Christmas market along with cute kids and sometimes animals. The product – for that is really what it is – can be filmed anywhere and at any time as long as the set has artificial lights and trees. There has to be a feel good factor, because to be successful in niche marketing you need to know your customer, and any Christmas product has to have a feel good factor.
So it’s really that simple, take something that sells and position it, with careful thought and amendments, into a specific market with specific needs.
Which brings me to the story of my MacAllan’s Mince Pies. Which is the next blog……