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Does Size Matter?

When it comes to which type of marketing method is more effective, niche or mass, there’s a definitive answer.

To understand which method is better, you must first understand the context of each. A mass marketing strategy is about communicating with the largest possible audience. An example of this would be a print media advertisement in a local newspaper or magazine that is typically FREE and distributed throughout the area. Mass marketing is about throwing a net into the ocean and hoping to get a lot of the right fish.

On the opposite end, niche marketing (or as we call it - HYPER LOCAL marketing) focuses on a small, strategic group of people. Marketing to a niche is like fly fishing where you carefully select the lure and the location and then patiently draw in the fish you want to catch.

Niche marketing, typically, requires far less money. It also provides the benefit of your campaign flying under the radar of your competitors. Which, if you are a fledgling business, can give some security while you establish your niche in the market.

It may sound obvious, but if you choose niche marketing, your must first establish your product or service’s niche appeal. For example plumbing as a service isn’t very specific, but if you specialize in working on the pipes of older buildings, you can go after a niche that may be under-served.

In his book The Tipping Point, Malcolm Gladwell describes the movement of the skate shoe company Airwalk from a niche success to a mass market powerhouse. This company found its identity in catering to the needs of skaters in Southern California. Once the niche was won over, the business then had the power to expand and achieve the success it has today.

Starting in the niche doesn’t necessarily mean you have to stay there. It may just be your best bet for building a strong foundation for your business. This approach will help build your Brand, and start the process of increasing market awareness for your services and products.

If done correctly, these small niche market are highly lucrative, easy to build and most importantly: they're focussed on a specific audience that says "once you are in... you are in!"

Finally, Niche marketing can help business owners to get more out of their market research without trying to appeal to everyone, which could be challenging and very expensive.

In our business model at Midwest Faith Media, we focus on building the Brands of businesses in very strategic markets that enhances your value, your image, and your long-term standing with your readership. Our business sponsors are embedded into local faith-based networks of St. Louis homeowners and enjoy the benefits of promoting their brand with best local advertising of their services and products.


For over 25 years, Chris Heeb has served the St. Louis area as a local business owner who deeply cares about the community, promoting locally the businesses that supporthis mission, and his Catholic faith.

As Publisher of Clayton Parish Neighbors, he is devoted with a joyful spirit to inspire more families to rediscover their faith and to share their journey with friends and others in their neighborhoods.

​Aside from his publishing duties, he is involvedin various activities at Little Flower Catholic Church, enjoys time with his wife and children,and loves to cook for family and friends.

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