Niche Marketing Using Product Publicity Grows Your Business

To compete with big companies today, small businesses should target market niches.  The challenge of competing with large companies who have broad product lines, leverage with the big box stores to get shelf space, and economies of scale is too great to compete on price.  The most effective competitive marketing tool is product publicity.  Product news is an equalizer!


With product news, you cannot distinguish companies by size, only their product offerings.  Here’s an example of one of Venmark International’s clients whose product became one of “Professional Builder’s 100 Best New Products.”


Notice in this press clip you can see that Todol’s product photo is the most dominant and they beat all the big boys!


Another small company with a superior product is Alvin Products, a division of Dampney Company, Inc. of Everett, MA.  They formulate and manufacture “Rubber in a Can.”  Many of you have probably seen the infomercials for similar products and even seen the fancy packaging of competitors in the big box stores.  But Alvin’s Rubber in a Can is reportedly superior and is making news in the right places to develop and support distributors and contractors and to focus on market niches.  This is the right strategy for a small company.  Here are a couple of examples of targeting niches.



Product publicity is an effective strategy for small companies because it enables them to gain brand recognition as problem solvers in specific market niches where users are always looking to their media outlets for news about products and solutions.   Product publicity is the best way to get the exposure necessary to compete and grow any small business.


© 2013 Steven M. Stroum


Steve Stroum

Steven M. Stroum, founder and president of Venmark International is a seasoned publicist, marketer, and entrepreneur who has been featured in INC Magazine, Sales & Marketing Management Magazine, Industrial Marketing, OMNI Magazine, USA Today, The Christian Science Monitor, Boston Globe, Boston Herald, The Middlesex News, San Francisco Chronicle, and other media outlets. He has also appeared on numerous radio and television programs, addressed many business and civic groups, and been a guest lecturer at Boston College, Babson College, MIT, and his alma mater Northeastern University.

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