30 Minutes with Workroom Tech: Episode 98 / Specializing for a Niche Market

On this episode of The Sew Much More Podcast: 30 Mintutes with Workroom Tech, Ceil DiGuglielmo and Susan Woodcock talk about specializing for a niche market.

Listen to the podcast here: Episode 98: Specializing for a Niche Market

A niche market is a smaller, more focused segment within a broader market. Workrooms can tailor products & services to meet specific needs, trends, styles and customers.

Questions for identifying a niche product or service

What are passionate about? 

Where do you excel?

What is in demand?

Is there an under-served market in your area?

What makes you stand out from the competition?

Examples of a niche and specialties within a niche for custom workrooms

Pillows and cushions are a niche product.

  -Outdoor pillows and cushions target a specific niche.

 -Mattress cushions target a specific niche.

 -Needlepoint pillow finishing targets a specific niche.

 -Memory pillows, patchwork pillows, monogrammed pillows, etc…

Lampshades are a niche product

  -Drum shades with a hip vibe

  -Traditional hand stitched silk lampshades

  -Lampshade repair and reproductions

Traditional “old world” techniques are a niche

  -English method drapery is a specialty

  -Upholstery with natural materials and hand tied springs is a specific niche

Cordless roman shades are a niche

  -Motorized roman shades is a specialty within that niche

Other ideas:

Slipcovers

Upholstered walls

Bedding: skirts, canopies and testers

Upholstered headboards

Scale drawings and renderings

Media rooms

One-stop shopping

White-glove installations

Receiving

Benefits of Niche Marketing

By focusing on a more specific product or service, you are viewed as “the expert”.

Repeated messaging of niche products or services creates consistency within your advertising and social media posts.

Your brand will be more easily recognized and remembered.  

Niche marketing can be used for your brand name and logo

Reach your target audience and become an influencer by writing articles, teaching classes and partnering for cross-promotion with companies and suppliers.

What are the disadvantages of niche marketing?

The risk of depending on a single product.  What if the market changes?

Reliance on trends could be short-lived

Your competition can take advantage of your success.

Final Thoughts

You can market to a niche market without giving up other products and services.  Once you attract niche customers let them know what else you can do.  Any happy customer is a great referral. Have specific goals and flexibility to bend to market demand.  Don’t put all your eggs in one basket!