Truly successful marketers target people and other businesses that are on the fringe. What is the fringe? The fringe is everywhere the masses aren’t.bell.gif

When you look at a standard bell curve, you see how it looks like an upside-down U. In marketing you want to market to the people on the edges of the graph. This is where your marketing efforts are rewarded the most and will typically result in higher profit margins. Avoid like the plague that middle 68% of the people. In that area you are competing for the attention of the same consumers as Coca-Cola and Nike. For example, if you are in the market of credit cards, you want to target the people who American Express targets, not the everyday person who is fighting for the typical Visa or MasterCard. Only certain people qualify for an American Express card, but almost anyone can get a Visa or MasterCard.

There are a couple major benefits to targeting the fringe market. First would be the availability for more people to talk about your product or service to others. If everyone knows about you or your product, it will rarely be brought up in conversation because when everyone knows about your product, it is no longer REMARKABLE.

Secondly, targeting the fringe often means you can get into markets that not a lot of people are in. If you don’t have to spend a ton of money advertising, then you can take that money you save from advertising and make your business or service even more remarkable now that it is unconventional. Go the extra mile to make every person feel excited about your product, make them feel treasured by offering a free coupon for their friends or any other thing imaginable to get people talking about you. In most cases, making yourself remarkable will save you more in advertising and result in higher sales than any traditional marketing. So find your fringe market and meet their needs in a way that has never been done before. When you do, the customers will do the advertising for you.

*Don’t forget about the contest for the best business card design for Unconventional Marketing worth $50.

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