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How to Successfully Market to a Niche Audience on a $0 Budget (pt. 2)

Writer's picture: Lilia VineLilia Vine

In my last post, I talked about the SercaCase marketing strategy for social media. I ended that breakdown with a disclaimer: that not all marketing can be done on social media, and in-person marketing can help too (although not as much).


The first strategy that we tried was to have Maia and Robert contact their allergists and primary care physicians. We made posters for them to graciously hang up in their offices. What we didn't anticipate was that our professional-looking black and white posters were easily overlooked. We're going to replace the posters with something brighter next time one of them is due for an appointment.


Next, we're looking for an in with the Greenwich allergy activism community (we went to the state and national levels too quickly to create deep ties in our narrower community). This is a good idea because they are not only our ideal customers but can also connect us to more customers. It also ties into our new SercaCase Advocacy Group (more on that in another post).


We're also going to contact local elementary, middle, and high schools to see if they might let us speak to some parents about food allergies or include us in a newsletter of some sort.


Outside of social media, we're still going to be contacting different allergy organizations. As we're increasing the number of phone models that SercaCase fits, we're also following-up with people who left their emails in the market research survey we sent out last year.


A lot of these strategies still include being online and remain untested. I'll update you in the summer. As always, any strategy recommendations would be greatly appreciated in the comments below.

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