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Communication, Digital, Gareth Case, Print, Retention, Social Media

Carving out a niche has never been more important

The days of relying on the Yellow Pages for your local plumber or a good restaurant have long since gone. What amazed me during that transitional period from paper based research to the trusty internet was the sheer number of online directory services that appeared, in addition to the investment from existing paper directory companies to transition to a’cloud based’ offering

Now don’t get me wrong, I have been made very happy by the Yellow Pages before and it has got me out of a pickle on a number of occassions, but in truth, I can’t remember the last time I used it and I don’t think I have ever used their online version. And why would I? Websites such as Top Table are far better informed and rank better with the search engines for finding a restaurant for that special occasion, Gaucho’s Grill was great, thanks. Trust a Trader gave me reviews on local building firms, where I found Oakleafe Property Services, who as per the reviews provided a faultless service.

I guess what I am eluding to is not the fact that the Yellow Pages future is in danger as I am sure they have a number of tricks up their sleeve, its more to do with the fact that these days we have more choice. More choice from trusted, specialist sources that understand what we want to know. Generic is dying if not already dead and with this in mind we need to refine our marketing strategies, our company propositions, the way we promote what we do to our customers and prospects. It’s about carving out a niche, being known and respected for what you do and ultimately becoming famous for something.

Stand back from your brand and ask yourself what your company wants to be famous for, then take a look at how much time are you spending being just, well, generic…

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About garethcase

Gareth Case has more than 12 years experience of marketing in the B2B technology space and has held senior marketing roles at Intermec Technologies, Arc Solutions, Viglen, Athona and now ONI and has experience of working throughout EMEA, North America and APAC. His broad understanding of the full marketing mix combined with a diverse skill set has contributed to the success and growth of his previous employers. Gareth has proven, successful experience in the following marketing disciplines: Offline: Marketing Strategy, Team Leadership, Direct Mail, Campaign Management, Telemarketing, Print Production, Public Relations, Copywriting, Budget Management, Graphic Design, Collateral Design, Presenting. Online: Website Design, Content Management, iPad Toolkits, Social Media, PPC, SEO, Analytics, CRM, E-Marketing, Video. Gareth has experience of working across many vertical markets including Healthcare, Local Government, Education, Finance, Insurance, Manufacturing, Logistics, Retail, Media, Not for Profit and Legal. He has started this blog ‘Inside a Marketing Mind’ to share his experiences and promote debate around the latest marketing innovations. Follow Gareth on Twitter here – http://twitter.com/gareth_case and subscribe to the blog for all the latest updates. For a more detailed synopsis of Gareth’s skills and experience, please visit his blog or LinkedIn page

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