Some days, it’s hard to get those creative juices flowing when it comes time for campaign creation. We’re here to help with nine niche audiences that social analytics reveals for brands and agencies – an ‘off the beaten path’ collection to inspire exploration, ideation, and (very likely) category domination! Let’s check ‘em out!
Making The Most of Creativity
Every day’s a holiday with social analytics – particularly when it’s powered by Next Generation AI. And there are so many avenues out there for brands to explore; so many ways to approach the absolute bounty of insight available, that a brand finding itself short on marketing opportunities isn’t looking very hard (or just isn’t using NetBase yet!).
For example, agencies, and the brands that employ them, may be interested in any of the following Next Generation AI-powered analytics and social listening options:
- Identifying macro and micro influencers to increase engagement, based on very specifically defined goals.
- Monitoring trends to latch on to relevant happenings that can skyrocket brand awareness.
- Capturing competitive insight to understand what the competition does well in relation to your brand, where it struggles and what you can learn from it all.
- Creating customer care experiences that speak to unmet needs and create personal connections with consumers.
- Boosting brand health by generating an influx of meaningful, positive mentions around something your target audience will find amazing.
- Evaluating the speed and sensitivity of potential crises by identifying sudden swings in brand mentions and sentiment.
- Understanding the demographic details and popular content behind any topic.
- Uncovering unexpected connections between brands, trends, influencers (you name it) that can create a mutually beneficial experience for each.
- Sourcing product or service ideas from engaged (and relevant) audience intel, like comment data, keyword clouds, and recurring themes (now automatically discovered without programming through our first-to-market AI Studio).
Or any combination thereof!
With all of that that in mind, here are some segments to have on your radar as you cycle through the many ways to approach them.
Segments So Ripe, They’re Falling Off the Branch
Regardless of category, at least one of these segments are applicable to a brand your agency is working with, or to your brand/agency specifically!
Travel is a year-round lifestyle for many, and not just the luxury crowd – though that’s certainly a segment unto itself. An important one, as well.
But mini-adventurers are a huge segment, seeking experiences to Instagram about and share their “life is about experiences” mantra. It’s the science-proven key to happiness after all . . .
What’s a brand to do when you have “things” to sell? Find a way to make it about the experience.
Offering a monthly meditation workshop at your clothing store (where you sell yoga clothes) would be a welcome experience, as would small, private concerts for repeat clients with up and coming artists at your trendy electronics store, or an imported whiskey tasting, complete with hors d’oeuvres for clientele to your upscale establishment.
And you’re not limited to in-person either. Online offerings can be equally enticing, but in-person experiences feel unique given our sometimes overwhelmingly digital lives, so it’s good to offer in-person whenever possible.
It’s never too early to capture the Back-to-School crowd, as moms have this planning in mind about a month in to summer.
But what is the conversation beyond wanting them to go back to school ASAP? There’s a focus on creativity – making and selling things on Etsy, as many parents (and teachers) struggle to afford back-to-school supplies for the kiddos:
Brands offering DIY tips – even sharing/participating in that conversation if you have a relevant niche consumer segment – and creating sales specifically around back-to-school supplies will win over grateful parents and educators. But make sure it’s a genuine sale, because the last thing you want is to be called out for trying to swindle school kids.
And timing your offering around tax-free days couldn’t hurt too. Alaska, Delaware, Montana, New Hampshire and Oregon are always tax-free and here are dates for others:
- Alabama: July 19-21, 2019 (clothing, computers, books and school supplies)
- Arkansas: August 3-4, 2019 (clothing and school supplies)
- Connecticut: August 18-24, 2019 (clothing and footwear)
- Florida: August 2-4, 2019 (school supplies, clothing and computers)
- Iowa: August 2-3, 2019 (clothing)
- Maryland: August 11-17, 2019 (clothing and footwear)
- Mississippi: July 26-27, 2019 (clothing and footwear)
- Missouri: August 2-4, 2019 (clothing, computers and school supplies)
- New Mexico: August 2-4, 2019 (clothing, computers, computer equipment and school supplies)
- Ohio: August 2-4, 2019 (clothing and school supplies)
- Oklahoma: August 2-4, 2019 (clothing)
- South Carolina: August 2-4, 2019 (clothing, school supplies and computers)
- Tennessee: July 26-28, 2019 (clothing, school supplies and computers)
- Texas: August 9-11, 2019 (clothing, backpacks and school supplies)
- Virginia: August 2-4, 2019 (clothing, school supplies and energy star products)
Roughly half of the households in the U.S. have a gamer in them. You’re not a gaming company and don’t have anything to do with gaming, so why care? There are lots of related products and services that miss out on this niche because they underestimate its buying power. The makers of Fortnite are undoubtedly fine with this, as they continue to rake in all of the disposable income this segment devotes to its obsessions.
Beyond gaming accessories like headsets and uber responsive gaming mice/keyboards, there’s lots to offer to gamers, including:
- Soft drinks and other ‘stay awake’ options.
- Food delivery offers tied to specific games/releases.
- Lumbar/wrist support as gaming is hazardous to both.
- Gamer-specific exercises to keep mind and body in shape.
- Ways to connect. Discord is the messaging app of choice for gamers, but that could change with the right approach.
Get hip to the gamer subculture and learn to speak their language before marketing to these folks though – they’re notoriously unforgiving.
International brands have an edge over localized options as they’ve sorted out how to do business in not only your area, but so many others. They have ecommerce capabilities down to a science, with websites that auto-translate, depending on the visitors geolocated entry point.
If you hope to capture any kind of global audience, you need to market in more than one language. And even if you don’t, did you know that 20% of Americans speak a language other than English at home? Why not help them feel appreciated as your customer and offer services in the language they prefer? There are plenty of resources available to help you create a multilingual website. Look into them!
People should love pets more than other people – according to pet people, that is. So, your direction here is clear: Find ways to help these pet people help more pets!
This is a perfect niche to have on your side, particularly if your brand has a PR issue and wants to be viewed as more caring. Being genuine is important, of course – make sure it (or any cause) is one your brand genuinely holds dear. And then you can:
- Donate a portion of sales to a cause.
- Create a drive to collect necessary items for a local shelter
- Host an “adopt a pet” day in-store, or sponsor one at your local pet store
- Have employees volunteer at the local shelter, with your CEO leading the charge
The options are pretty endless, really. And be sure to partner with whatever organizations publicly – and online, after researching the best influencers and hashtags to help spread awareness.
Lots o’ doom and gloom online these days, so prepping for the end of days is even more popular than it’s been in the past. And it’s been pretty popular. “More than 68 million American doomsday preppers are estimated to have purchased survival gear in light of recent political events or natural disasters.”
Feed the well-founded fear (as we’ll all inevitably die anyway) and share tips around survival – or how to construct a solar powered A/C system, build fires without flintstone, or snare fish relying on improvised environmental options.
Do you need to be Lowe’s to do this? No, but it doesn’t hurt! They offer hurricane preparedness supplies and it’s super smart to do so. What can your brand contribute to the conversation? Maybe nothing, but think on it before dismissing the possibility!
Living sustainably, which is as huge as “experiences vs things” these days, ties in with living tiny – or so the reality shows tell us. Sentiment seems to agree. Mostly:
Publicity is hard for budding musicians, with shows like American Idol raising the stakes and making discovery all that more sought after. Helping musicians succeed is tricky business – just ask Universal Music Group Nashville. Though they may not have the same struggles, as they leverage NetBase to understand the preferences and interests of their audiences to cross promote, expand exposure and create more engaging campaigns.
Brands outside the music promotion realm can benefit from understanding the space, as there are many exceptional musicians out there with loyal followings and seeking sponsorship to continue dong what they love.
As we’ve mentioned in the past, micro-influencers can be just as valuable – sometimes even more so – to a brand. It all depends on how relevant they are to what you do, and how much impact they actually have with their audience.
There are many sensitive topics, and this is one of them. You can approach it with seriousness or humor, depending on what’s appropriate for your brand. There’s the informational side of diet stats and facts, and the heart-wrenching side where eating disorders live.
And then the humorous side that (for example) masterfully ties together mom life, weight loss, kid stress and car sales, like Fiat did with its witty Motherhood video:
Exploring the sentiment of your audience and understanding the conversations they’re having helps you distinguish between the three and decide what’s appropriate for your brand. You can be certain choosing wrong would not go over well though, so make sure your insight is accurate. Accuracy is something we pride ourselves on at NetBase – and it’s something our clients do too.
Not enough ideas for you? Pop a topic analysis into your ‘companion mode’ in NetBase for your non-analyst users, who need zero tool expertise, to explore further with super intuitive, easy-to-use controls and come up with more! It’s really that simple. Reach out and we’ll show you how.