When you want to sell a product you’d most likely want to advertise or promote it to as many people as you can so you’ll get more sales. This is not such a bad thing mind you but in this modern day and age, a little ingenuity and uniqueness can go a long way.
I’m talking about aiming for cult status rather than going the usual mainstream path most companies take. Admit it; its hard to be everyone’s number one, even harder is to maintain being number one. And being surrounded by hundreds and thousands of companies that are trying to do the same thing will make it even harder than ever. So why not trying to take the path less taken?
Main reasons why going mainstream is not such a good idea:
Everybody else is doing it
Mainstream can be unpredictable
You are limited to “what’s in”
Why aim for cult?
1. Making fans out of people
The thing about targeting a more specific audience is that you trade off quantity for quality. You may not have worldwide fanbases but having a group of people that would kill for your product is a very good thing.
You see, “aiming” promotions and advertisement makes “targeted” people feel appreciated and more connected to your product. Thus they’ll form a sort of connection with it. Twilight might be a good example of this. Some people hate it. Some people LOVE it. Please take note that Twilight targeted young women (maybe teenagers at that). Everybody else may hate it, accept it, embrace it, or just down right ignore it but who cares? All that matters is you take care of your loving fans. And if you do…
2. Fans will “PROMOTE” your product
Ask a real Harry Potter fan what he or she thinks of the book. You’ll be surprised by how long they can talk about the story, the characters, the series, the author, even the cover pages. What does this imply?
Fans are potentially very good advertisers and promoters of your brand. These are people that are more than willing to talk about your product in a positive light to other people. Though there may be haters that are hell-bent on proving otherwise, your loyal fans will always be there to smite down these evil ones.
This is especially effective with the rise of new social media. People are now empowered to voice out their opinions and your fans will use the hell out of this new media to claim the superiority of your brand. I can remember the last time a friend of mine posted something about Twilight being the next best thing since the Internet.
Again, take care of them well. If you do then…
3. Fans will breed other fans
Remember what I said about exchanging quantity for quality? That minor flaw can be solved through time. Remember, fans promote your brand. This could potentially lead to more fans ,and more fans, and more fans. In fact, I wouldn’t be surprised if the number of twilight fans are big enough to start their own country.
This is a very good thing because you’ll be able to develop a fanbase that have both quantity and quality. In fact, your cult might take over mainstream if you try hard enough.
This is just one of the advantages of aiming for a cult hit rather than a mainstream hit. This doesn’t mean that going mainstream is a bad idea. If you have a unique and crazy enough idea, then there’s nobody to stop you from taking over the world. Remember; just make something good 🙂