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  • Writer's pictureSteven Groves

Niche marketing vs. Mass marketing - Manufactures Learn from Beverages: connoisseur vs. casual

Making the strategic choice of marketing to the "Connoisseurs" or the "Casual" buyer is a key decision - it impacts the entire business. In this post, it's not the beverage industry we're talking about, but rather the buyer type which we find present in most industry buyer segments and how they impact the work of being a niche player or a mass market supplier.


It's niche marketing vs. mass marketing

Connoisseurs are those detail-oriented buyers willing to pay for superior products. They will do the research, they'll get the subtle differentiations of your product. Casual buyers in this context are those practical, affordable-oriented, and looking for function over appearance buyers. Most of the market tends to look like Casual.


In reality, you may have made the decision long ago and didn't recognize it. Today crafting niche marketing vs mass marketing strategies that resonate with disparate groups is possible and pivotal for companies.


When marketing to Connoisseurs, campaigns accentuate your product's exceptional quality and uniqueness. The marketing narratives should weave compelling stories about your exceptional craftsmanship, exclusive materials, or advanced technology. For instance, a furniture manufacturer may produce a series of video content showcasing the hand-carved details of their furniture, the premium wood used, and even interviews with the craftsmen. This type of campaign elevates the product from a simple furniture item to a work of art, appealing to the Connoisseur's appreciation for superior craftsmanship and exclusive design.


niche marketing vs mass marketing means focusing

Appealing to this audience is a dream. They appreciate you - it also requires a substantial investment in high-quality production and a 'bespoke' market strategy. Marketing materials reflect the premium nature of your products, using high-quality images, eloquent product descriptions, and professionally produced content.


On the other hand, marketing to Casual consumers is about emphasizing affordability, functionality, and practicality. Here, the campaigns focus on how your product fits into everyday life, its ease of use, and its affordable price point. For example, a manufacturer of kitchen appliances could run a campaign demonstrating how their blender makes meal prep quicker and easier, with a strong callout to its competitive pricing and availability in popular retail stores. The goal is to show the Casual consumer that your product offers great value for the price and fits seamlessly into their lives.


While the per-unit profit may be less in the mass market, high sales volumes result in significant revenues - if the volume is there. The key here is in reaching a wide audience through broad-based advertising channels, leveraging mediums that do so - social media, radio, and television all have a wide reach.


Deciding whether to target Connoisseurs or Casual consumers requires a clear understanding of your company's capabilities, brand identity, profitability goals, and competition.


Remember, your decision to market to the discerning Connoisseur or the mass-market Casual consumer will shape your company's direction.


If you're unsure about which is right for your product, let a professional guide you through the data and your options.

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