Ad Agencies, Select Your Audience, Find Your Niche, Promote Your Agency
An ad agency used YouTube to create a strong appeal around their niche, which is marketing to women. Their audience is male advertisers who should be marketing to women.
It’s been just over a year since the principals at Holland + Holland Advertising put their stake in the ground declaring who their target audience was and what was their point of differentiation. This small agency located in Birmingham, Alabama, had been accustom to competing for local work but narrowing their focus has brought about regional and even some national attention.
Their president, Stephanie Holland, also serves as the agency’s creative director. The epiphany came when she realized that …
97% of all creative directors are men and 85% of all brand purchases are made by women.
To test and grow this point of differentiation was done through the creation of an agency blog, that would live apart from their agency’s website. This would give it room to breath, grow and put a face to the agency through Stephanie. She-conomy, A Guy’s Guide to Marketing to Women was developed.
Their niche has provided the agency with discipline, focus and a clearer direction than ever before. It is a very strong point of differentiation.