Narrowing an Audience into a Niche
A “niche” is a smaller section of a larger audience, whose members are interested in very specific things. By identifying these precise groups, you can create tailor-made shirts that sync perfectly with their interests. As a general rule of thumb for Teespring campaigns, the smaller the niche you target, the better. For example, it’s hard for a tee about the medical field to stand out. However, male nurses over 40 that love Taylor Swift is a very specific audience that will dig a certain kind of tee.
As you or your designer put together your creative, stop and ask yourself: Who would wear this shirt? What kind of people? Where would I find someone wearing a similar shirt? Then think more externally: What kind of interests do these people have? What kind of groups would they be a part of online? What social media groups would they frequent? This is how you can begin to identify the ideal audience for your designs, and go from there.
Think of this process as trying to create the most resonant design for a particular group of people—and not as trying to sell the most unique design that a general population will love. If you have your design already, then focus on identifying that group.
Figure out who your audience is and where you can find them.
This discovery process is called “targeting” in marketing language, and will allow you to better understand how to effectively promote your tee to the “right” people once your campaign is live.
Going back to our earlier example of shirts for those in the medical field, you can get more specific by targeting orthopedic surgeons or paramedics. Another good way to identify a niche is to look for overlapping audiences—think of this as a Venn Diagram, or an intersection of two or three big audiences that have some overlap. Female paramedics who like cooking, for example.
Moving forward, we’ll continue to use paramedics as our primary example of a real niche that has yielded immensely successful campaigns. Remember that the strategies we lay out are applicable to whichever niche you choose.
Look back at your list of potential audiences and refine each of them into something more specific. Choose a niche that seems particularly promising.