Niche Marketing – Toyota & World of Warcraft
Last week, I guest blogged over at Greg Verdino’s Marketing Blog and reprised a post that I had done here back in June on Niche Marketing. The central idea is that by targeting very specific groups who will relate to and find differentiation in your offering, you are no longer a commodity and you can increase your margins by charging a premium. Do this over and over with different products and services, and you can generate volume and growth that makes up for your narrow targets.
That doesn’t necessarily mean that you product or service has to appeal only to a narrow segment. Products with a very broad application can be marketed to very narrow groups by focusing on the things that that niche finds appealing.
Case in point: Toyota, who just release a new 30-second spot targeted at gamers. Shot in the on-line game, World of Warcraft, the spot is for the Tahoma pick-up truck, a product that appeals to an extremely wide array of customers. Toyota has released a couple of ads that convey the truck as being invincible. Last year there was one that depicted the truck escaping from the Loch Ness Monster. The new spot, which parodies the legendary WOW Leeroy Jenkins video, will have immediate appeal to WOW gamers.
If you aren’t familiar with WOW, you probably won’t get understand the spot’s appeal, but to gamers, it rocks! In just one day on YouTube, it had been viewed close to 400,000 times and word of the ad is spreading quickly through social networks.
Toyota isn’t the first brand to create a TV spot directed at WOW gamers. Coca-Cola China created a couple of WOW-themed ads last year, but this is the first US ad that I am aware of. It’s also the second gaming-related ad for a US brand in recent weeks. Southwest Airlines recently parodied widespread reports last year of Wii remotes being thrown into TVs by gamers whose wrist straps had failed – or who hadn’t used the wrist straps at all.
Both Southwest and Toyota have done something very smart here. I suspect that the typical gamer (early twenties, male) is in the sweetspot of the Tahoma’s target market. The same holds true for Southwest. By creating ads that speak directly to gamers, these brands will gain significantly more credibility with that niche market than with a generic ad.
What do you think? Is this an effective slant on Niche Marketing? What other niches groups could “mass brands” be more effective with?