Right now, the business world is a-buzz about Chris Anderson’s latest book, The Long Tail. Even if you haven’t read it, chances are you’ve heard of it: the best-selling business book that predicts the future of business lies in selling less of more. Niche marketing, Anderson posits, isn’t just tomorrow’s trend — it’s today’s reality.

The idea has caught on, and in a big way. Many companies are entering niche marketplaces — tailoring some or all of their product line to meet the needs and desires of a specific target audience. Doing so will allow companies to dominate certain segments of the marketplace, resulting in small but very profitable pockets of income. Perhaps your firm is doing exactly that. Perhaps they’re about to.

What does this mean to you? Well, your marketing workload just got a lot heavier. Diversifying your product line into several niche markets can result in the following:

– Increased number of brands – New and different target markets to attract – Increased number of product launches – Increased number of relationships that have to be begun and maintained – Constant need for new and innovative marketing campaigns to differentiate each individual brand

Does your head hurt yet? All of this is a LOT of work. You know how much time and effort you’re putting into your current campaigns. Increasing that to accomodate the niche market strategy can put a real strain on your department, especially since, chances are, your budget did not get proportionately larger.

What can you do? The clear profit potential inherent in the niche model makes it irresistably attractive. However, to maximize the return from adopting this new model means that you’ll have to take a good, long, hard look at your exhibiting practices. What worked yesterday won’t work today.

For one thing, you won’t have the money to do things the way you used to. Budgets never blossom as quickly as enthusiasm for new ideas. You’ll have to do more with less.

In this new environment, the key to exhibitor effectiveness is efficiency.

It is crucial that you make the most of your limited resources to promote a wide range of niched goods and services. Applying this concept to the tradeshow environment means embracing the following six steps:

Step One: Do Your Research

At this point, researching which shows to exhibit at becomes crucial. You may be trying to attract many disparate target audiences. Are your interests best served by exhibiting at many smaller shows or one larger, national show? Make your selections based upon the size of the target audience you’ll be able to reach. This may mean changing your showing schedule, forgoing some shows you’ve previously attended that do not focus on your target audience and exhibiting at some new shows that do.

Step Two: Create Unifying Themes

Marketing many disparate brands can present challenges. You want to highlight each line’s unique features while reinforcing the parent company’s positive image. Using unifying themes, either overtly or in a more subtle fashion, can help accomplish this. Pay careful attention to color choice, language, and more.