Be where your customers are.

When the lottery gets big, as it has in the last couple of weeks with the MegaMillions, the discussion often turns to what you would do if you won.

Everybody has dreams.

Some people want to build a house, move to the ocean or a lake, or buy a boat.

For me when people ask me what's the first thing I would do if I won the lottery, my answer is that I would start to fly private so that I could take my dogs with me.  (along with the other humans in my life)

I think the folks at Bark have figured out that there are a lot of people like me who would like to travel with their pets but don't want to put them in a crate or in a cargo hold and can’t really afford to fly private.

In my inbox the other day I received an e-mail about a new route from Bark Air. They're flying regional jets with 20 humans and 20 dogs between New York and Florida. If I lived in NYC I’d be interested. (they do have a few other routes)

Beyond this being a cool idea for pet owners with some extra cash to take their pet along, It’s a really great example of niche marketing.

I’m on Bark’s list, so I receive and open their email. But what if I wasn’t? How could they find me? Here’s my pitch… Shift Advertising (my company) specializes in helping the specialty vendor reach their special niche. B2B or B2C. (as the saying goes, there are riches in niches)

For example, for Bark Air (if they would fly to Charlotte), I could put their ads on mobile devices, PCs, and TV, for the 600 – 1000 households in the Charlotte metro area that are married, dog owners, in the top 10% of household wealth.

That’s VERY targeted marketing.

If you are trying to put your brand or product in front of a niche customer, reach out!