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Niche Marketing

CES 2010: Welcome to the world's largest man cave

Kelley Skoloda January 11, 2010

I was in Las Vegas for the 2010 Consumer Electronics Show to speak as a marketing-to-women expert and look for what I'll call "SHElectronics"—products that were developed for, created with or are marketed to women.

PR students name top issues for new decade

Bruce Berger January 08, 2010

At the beginning of a new year, we often reflect on trends or issues in the previous year, even as we look ahead.

Market to your niche, but do not forget everyone else

January 01, 2010

If you're a brand selling the basics - food, auto, financial services, household products - avoiding some other basics in your campaigns is a good idea, namely sex and race.

Coca-Cola takes another path to reach younger consumers

Kimberly Maul January 01, 2010

In October, Coca-Cola introduced its Expedition 206 social media campaign, designed by its recently introduced department of social and digital media.

Waterford takes a youthful approach to revive its brand

Aarti Shah January 01, 2010

After being pushed to the brink of bankruptcy early last year, Waterford Crystal desperately needed to reinvigorate its brand. It launched its first campaign last fall after WWRD Holdings purchased it in April.

Chase offers new 'Ink' cards to connect with small businesses

Tonya Garcia October 05, 2009

WILMINGTON, DE: Chase Card Services has introduced a suite of cards, "Ink from Chase," and a marketing campaign targeting small businesses.

'Mommy Madness' hits St. Louis

Tonya Garcia October 02, 2009

ST. LOUIS: The Mid America Chevy Dealer Association is hosting a "Mommy Madness" promotion later this month where it will provide six mommy bloggers with Chevy vehicles while they go about their days.

Niche efforts prevail upon the death of the generic consumer

September 01, 2009

Despite the increased segmentation of the marketplace, some PR campaigns still seek to reach everyone through their initiatives.

Modelinia site sets sights on fashion insiders

Alexandra Bruell July 31, 2009

Six months prior to its February 2009 launch, Modelinia.com, a model- and fashion-focused media outlet, set out to introduce its brand to fashion industry insiders.

The numbers don't lie: US diversity to continue rising

Lori George Billingsley July 17, 2009

Recently, the US Census Bureau made an announcement that confirmed what we all knew: the US is becoming more diverse.

PRWeb adds four distribution partners

Tonya Garcia July 15, 2009

LANHAM, MD: PRWeb, an online news distribution service from Vocus, has added four distribution partners.

General Mills targets niche audience with gluten-free products

Tonya Garcia July 08, 2009

Audiences far and wide recognize General Mills for its food products. Now the company is targeting a very niche set of diners with the introduction...

Depend partners up for prostate cancer awareness

Frank Washkuch June 19, 2009

Prostate cancer affects one in every six men, with 192,000 males expected to be diagnosed with the disease this year in the US alone.

TCM launches social networking site for film buffs

Frank Washkuch June 17, 2009

NEW YORK: Seeking to fill viewers' craving for more interaction, cable network Turner Classic Movies (TCM) launched a social networking Web site this month to better engage film aficionados.

Observer Media Group gains control of 'Very Short List'

Frank Washkuch June 15, 2009

NEW YORK: Observer Media Group, publisher of The New York Observer, has acquired majority control of the Very Short List daily e-mail newsletter from IAC.

Golin partners with progressive database Catalist

Frank Washkuch June 11, 2009

WASHINGTON: GolinHarris' public affairs division has partnered with Catalist, the progressive voter database used by then-Sen. Barack Obama (D-IL) during the 2008 presidential election.

RMT success depends on relevance and spokesperson

Jaimy Lee June 05, 2009

Companies and organizations that are trying to reach a targeted demographic with a complex message can use radio media tours (RMTs) to provide a cost-effective means of additional insight to their story

An effective strategy in the battle to find diverse talent

Kim Hunter June 01, 2009

To ensure that diversity in the workforce prevails, our industry needs to devote efforts to recruit, develop, and retain talented minorities. There are many top-line methods to doing so.

Levi's bold stance hits the mark

May 29, 2009

Levi's recently took a bold step and visibly aligned its brand with those that support gay marriage rights.

PricewaterhouseCoopers report: Newspapers must add niche content

Frank Washkuch May 22, 2009

NEW YORK: To increase revenue, newspapers should add niche content offerings to their general news products, according to recommendations released this month by PricewaterhouseCoopers.

OfficeMax organizes blogcast to showcase new line to women

Aarti Shah May 22, 2009

With the launch of [IN]Place System by Peter Walsh, a new line of products to help consumers organize their work life, OfficeMax wanted to move away from being associated with sterile, big box supplies and target women with its stylish, affordable products - without reverting to sexist stereotypes.

Tropicana connects with women on BlogHer

Beth Krietsch May 15, 2009

Looking for a new way to listen to and engage consumers online, while also complementing the March launch of PepsiCo's new lower-calorie orange juice 'Trop50,' the PR team developed an online community on BlogHer called 'The Juice.'

Bicycling rides trends to broaden interest

David Ward April 27, 2009

Though bicycling has been around for well over a century, bike makers and cycling advocates realize the importance of coming up with fresh angles to maintain media interest.

Finding the right target for media relations

Alexandra Bruell April 27, 2009

Media relations still plays a major role in the work of PR practitioners.

Garnering attention for the right reasons

Craig McGuire April 27, 2009

Marketing a firm requires the same amount of detail and dedication as any other client.

Interview: Imran Amed

Alexandra Bruell April 27, 2009

Imran Amed is editor and founder of the online publication The Business of Fashion (BoF). He talks about a turning point in luxury, emerging global markets, the industry's relationship with new media, and the Mobama craze.

Be straight when using public offers

Scott Widmeyer April 27, 2009

The white hot anger directed at AIG and its bonus-laden execs is not likely to cool any time soon. It has burned an image into the national consciousness.

Social media is the new avenue to reach multicultural audiences

Lori George Billingsley April 27, 2009

Technology is taking over. When you look at today's changing media landscape, online usage is growing at amazing rates.

Footwear finds a clear path in trade titles

David Ward April 20, 2009

Given that shoes are not only an everyday necessity, but a passion point for many consumers, media of all stripes find coverage space for the latest footwear trends and fashions.