Pilita Corrales was in Greenhills when an idea clicked: Why
not set up a place to catch the Music Museum crowd? With her husband Carlos
Lopez and some partners, she started Kookabar which in February 2006 evolved to
what is now Pilita’s, the Planet Hollywood of San Juan, and the “in” resto
where patrons are serenaded with A Million Thanks To You by Asia’s Queen of
Songs.
Your home is where you belongs and your niche is where is
your business should be.
A niche is your “Corner of the sky,” to quote Basil Valdez,
and your “Place in this world,” to quote Michael W. Smith.
Here are the arrows to find your market based on Secrets To
Dominate Your Niche by Thomas Fernandez (who was in Manila recently to promote
this book) and Sant Qui.
Understand clearly why you’re doing that thing you do. Floy
Quintos and Karla Gutierrez, director of the Phil. Opera Co., staged Giacommo
Puccini’s masterpiece La Boheme at the CCP with clear objectives aside from
capturing the AB audience: promoting opera to today’s generation and showcasing
the world-class talents of Filipino classical artists.
Go for the big time one step at a time. Cora Simpson’s
manufacturing firm in Johannesburg is modest compared to her competitor’s in a
contest that could make her career, but she’s the one who drew up Zakumi, the
leopard with a green Afro – and now the official mascot of the 2010 World Cup
in Africa.
Take your passion and make it happen. Richard Merk’s passion
for jazz fueled his musical career, and seeing the success of the famed Calesa
Bar on Roxas Blvd. during the ’80s inspired him to set up Merk’s Bar &
Bistro at the Greenbelt 3, now the premier watering-hole for celebrities and
heavy-duty music buffs.
Make sure you’ll make money. Dr. Vicki Belo formed the Belo
Medical Group Inc. to meet the growing cosmetic needs of high-end clients, and
also with the long-term aim of capturing the wave of the future: the medical
tourism market. Her marketing techniques made cosmetic surgery, once taboo, a
fashion statement. Used to be, “I like to thank Fanny Serrano for my make-up.”
Now, it’s “I like to thank Dr. Vicki for my face.”
That about sums up what we’re talking about. It’s simply
finding a need – a niche – and filling it.
(Watch niche marketing on the Internet video. Photo courtesy
of PLReBookClub. Your comments are welcome and will be answered. You can link
your blog with EasyHyperLinks)
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