Ad Agency Creates YouTube Video to Generate Appeal for their Niche

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. 


About Michael Gass

Consultant | Trainer | Author | Speaker

Since 2007, he has been pioneering the use of social media, inbound and content marketing strategies specifically for agency new business.

He is the founder of Fuel Lines Business Development, LLC, a firm which provides business development training and consulting services to advertising, digital, media and PR agencies.


  1. Michael:

    Thanks for writing this post about Holland + Holland. The video was well-done, the use of the people image and object images make a great infographic-it can be shared by image as well, not just video. It is very pertinent for an agency/company going after a niche/segment of a market.

    Hope all is well, have a great weekend!

  2. Harold,

    Thanks for taking the time to comment. You are very welcome. Glad you liked it. I hope you have a great weekend as well.

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