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Getting out of a Niche

By: Simon Jacobsohn at R3M1X3D

Submitted on Mon, Aug 17th, 2009 7:28 am

I'll be the first to say that finding yourself in a niche market can be a little frustrating. Whether it's an industry like commercial banking, or an area of business like business card design, you can always find a way to dig yourself out. It's about leveraging expertise and finding new and different opportunities.

Many customers and clients see our firm as a web development company. Yes, that is something we do, however we are a multi-disciplinary firm. We are capable of print and broadcast, as well. This is a problem many firms have. And it's not hard to break out.

Expand your portfolio. When you meet with a client, make sure they understand the broad range of services you offer.

Take the time to educate your current client base, and be sure to let new clients know everything that you do.

This is not limited to your services and capabilities. Many companies find themselves working in one industry. If you find that you are only doing work for hotels, and you'd like to branch out, look at your portfolio. Be sure to include a variety of industries. Sometimes it's all about fighting perception. Include something unexpected: package design, brand development or an interactive piece.

Branching out isn't difficult to do, it just requires a thoughtful strategy.

About the Author

Simon Jacobsohn
Simon's experience has been fairly broad. After art school, he started working in environmental graphics and designing exhibits for tradeshows. At the same time, he began freelancing for Aniden Interactive, whose client list now includes MTV, HP, and Samsung. Moving from design firms to ad agencies, he now resides in Orlando and has been in advertising and marketing ever since. Design is his primary focus. Photography and Music also provide outlets for Simon's innate creativity.

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