Niche market

There is a heating and air conditioning service somewhere in the Birmingham area running an ad on radio about their service technicians not using foul language and not smoking.  They even guarantee it.  If their service tech do curse or smoke, you receive your service call for free.  

Does this offend smokers or those that regularly use foul language?  I don't know.  Maybe.  Do you think the heating and air conditioning company cares whether it offends them.  Probably not.  Why?  Because in making that statement, they have caught the attention of a niche market.  A segment of the population who prefers not to be around someone smoking and/or using foul language.  Even if that that is only 10% of the population, think about how many heating and air companies there are out there.  Maybe 100.  So, any given company might expect to receive 1% of the market.  If, by making a statement such as this, they can capture 10% of the market, how HUGE is that?  

Think about that as you are deciding on a target market and how to market to them.

Taxi Marketing

I went to South Florida earlier this year.  Very few people there drove cars and the hotel did not have a shuttle service.  Consequently, there were about a dozen taxis lined up outside the hotel at any given time. The pictures below are from four different taxi companies.  While you didn't get much choice when leaving the hotel, once at your destination, you would need a ride back.  So, I thought it was interesting the tactics these taxis took to help you remember them.  Notice the color schemes, names, and especially the phone numbers.