Hugh MacLeod coined the term Global Microbrand.
Before that was Seth Godin’s, Purple Cow, a must read for anyone who hopes to sell anything online. I actually keep his lessons on Otaku in my wallet:
“Be irresistable to a tiny group of easily reached sneezers with Otaku.” Otaku is a Japanese term used to refer to people with obsessive interests.
I tried out the model and created Weightnags (now defunct). After getting on the BBC radio because of it, I figured the model works. I’m still working out the kinks though. Haven’t made my pile just yet. Yeah, I’m a regular Thomas Edison.
Thing about niche marketing is that the SEO guys have latched on to it and turned it into hideous long copy landing pages that scream fraud to me. One or two of the big ones have gone to jail over their tactics. But, hey, apparently it does work. At a minimum, those guys get it. Very well. My bad for being too damn arrogant to try it.
Here are some folks who are purpling the hell out of their cows, but don’t look cheesy doing it.
1) Best Made Company
They make hand made axes. Pretty good ones, I hear.
In their own words:
The Axe is where it all begins, it is a perch from which a new and exciting world is being born, and in this sense Best Made Co. is more than just axes. We are in the business of putting our axes and our message into the hands of people that also want something more, people that want to join us on the adventure.
All our axes are made to order, designed, painted and polished individually in a small workshop environment in downtown New York City.
2) Fundepressors
Making the doctor’s visit fun again, they print images on tongue depressors. Yes, they use non-toxic ink.
In their own words:
FunDepressors are wooden tongue depressors printed with 10 child-pleasing designs in multiple vivid colors. FunDepressors eliminate the fear and anxiety many young patients associate with oral examinations and allow caregivers to conduct exams more quickly and with less patient resistance.
3) Fitdeck
I love anything you can put in a card deck and play with. I bought one of these when it was just the deck of cards. Now, it’s an empire.
In their own words:
FitDeck is a unique deck of 56 playing cards containing illustrations and instructions describing over 50 different exercises, stretches, and movements. These ‘no-equipment’ FitDecks contain exercises that require only your bodyweight to perform. ‘FitDeck Bodyweight’ is our flagship product in this popular series of ‘no-equipment’ FitDecks.
4) Crossfit
I’m surprised these guys aren’t on the deck tip, actually. Crossfit is a workout regime designed to get you stronger through diverse intense training. Military, Law Enforcement, First Responders and wild individualists love it.
In their own words,
CrossFit is the principal strength and conditioning program for many police academies and tactical operations teams, military special operations units, champion martial artists, and hundreds of other elite and professional athletes worldwide.
Where have you seen a company seize a small niche and shake it into delight?
Image credit: heiwa4126
