Finding Your Market—The Power of Narrowing Your Focus

When you serve a market that's overlooked, you're not just one of the many options. You become the go-to choice.

2 min read

In the early 2000s, when most marketing agencies were still chasing mass appeal and “general market” reach, I took a different path. While others aimed for the broadest possible audience, I was laser-focused on something far more specific—communities.

We didn’t just segment by age or zip code. We got deep. We launched campaigns targeting Mitsubishi Evo owners (yes, that cult-following car community), LGBTQ audiences, Filipinos, Hispanics, Chinese, Koreans, and even Armenians. Later, I built strategies around the RV lifestyle community, the often-ignored world of recruiters, and the powerful yet underserved population of nurses.

This wasn’t a trendy move. At the time, it was considered niche, even limiting. But to me, it was simple: find a lane you can swim in, and swim deep.

Why It Was Ahead of Its Time

Back then, most marketers were still making assumptions—treating people like dots on a chart instead of human beings with culture, language, rituals, and pride. “Multicultural marketing” often meant little more than translating the same copy and swapping in stock photos.

We knew better. We showed up. We listened. We didn’t just talk to these communities—we built with them.

We understood that Evo owners weren’t buying a car—they were joining a brotherhood. That Filipinos weren’t just “Asian” or “Latino”—they were their own category, with their own behaviors and buying power. That RVers were building a lifestyle, not just planning a vacation.

This wasn’t niche marketing. It was real marketing. And it worked.

Why It’s the Smart Move Today

Fast forward to now, and marketing to communities is finally getting its due.

Why? Because in a world drowning in content, specificity cuts through.

People trust those who “get” them. And in today’s algorithm-driven, attention-fragmented world, the biggest wins come not from being everywhere—but from being deeply somewhere.

Look at the rise of micro-influencers, TikTok subcultures, and niche product launches. Look at how legacy brands are rebranding to serve smaller, more loyal audiences. That’s not accidental. That’s strategic.

General is invisible. Specific is powerful.

What It Takes to Get It Right

Finding your market—your real market—requires more than a target demographic. It takes:

Cultural fluency – Understanding the beliefs, customs, and language behind the numbers.
Respectful presence – Showing up consistently, not parachuting in for one campaign.
Community insight – Hiring from the community, listening to its voices, and earning its trust.
Long-term commitment – Not just selling to them, but building for them.

Done right, this approach transforms a group of people into an active, loyal, and engaged customer base. They don’t just buy—they advocate.

Why This Is the Future

Finding your market isn’t just about being politically correct. It’s about building real relationships in a business landscape where attention is scarce and loyalty is priceless.

Small brands can scale faster when they connect deeply. Big brands can stay relevant by tapping into real communities instead of pretending to be for everyone.

When you find your lane and commit to swimming in it, you become more than a product or service. You become part of something bigger—a community, and in today's marketing landscape, that's something.