The Itch to Find a Niche

I am quite amazed by the number of unique, niche catalogs that have found their way to my mailbox or in-box lately—everything from catalogs for cigar smokers (i.e., Corona Cigar Co.) to American Historic Society’s catalog targeting coin collectors to a catalog selling Vidalia onions (yes, Bland Farms sells onions).

Then at last month’s annual Catalog Conference in Boston, I was introduced to several other niche players I hadn’t been aware of before. Wolferman’s catalog, for instance, sells a signature product—English muffins, which look so mouthwateringly delicious that I have to order some of these yummy treats. At a luncheon one day, I sat across from a woman from the Xandria Collection, which sells “adult entertainment” products. (And here’s an interesting note about that catalog’s customer base: 70 percent of its buyers are in committed relationships ... who would’ve known?) I heard a presentation about iGo, a catalog that started out selling batteries of all types but now bills itself as the source of everything you need for mobile computing.

Even the Big Guys Need a Niche

The more I thought about all of these niche catalogers and their unique products and specific target audiences, I realized that even the major players, the L.L. Beans of the cataloging world that you would never call niche catalogs, must have a clearly defined “niche” to survive and thrive.

Whether their niche is amazing service, a one-of-a-kind product selection or superb values, successful catalogs do in fact have a niche—a market positioning if you will.

Here are a few clear cases of successful niche marketing:

- When you think of Lands’ End, its niche—service and value—is clear. The copy throughout the catalogs backs up this positioning.

- The niche for last month’s cover story profile, The Sharper Image, is to offer the best in electronic gadgetry, as is evidenced by the wealth of high-tech products, many of which it designs and manufactures itself.

- And consider this month’s cover story: Sovietski Collection. You don’t get any more niche than its unusual product mix: Soviet MiG pilot helmets, hand-crafted Polish sabers, Lomonosov porcelain tableware, and even a genuine Soviet “Strizh” spacesuit.

Have you considered your own catalog’s niche or market positioning lately? Maybe it’s time to take a fresh look at what makes your catalog unique in the eyes of customers and prospective buyers. Then make the most of that niche by exploiting it with great copy and design, strong offers and super service.

If, on the other hand, there’s not a whole lot that sets your catalog apart from the competition out there—regardless of your size—you might want to refine your focus and try to find your catalog’s true niche.