Women tend to pay greater attention to how they look than men. Women are far more selective about which salon they go to, how their hair is done, etc. Men need haircuts, too. However, they tend to just go wherever is convenient.

Yes, I know I am generalizing here, but most generalizations have a basis in fact.

There is a new face in town (at least in MY town) called Sport Clips. Sport clips is going after one demographic. Men. Even more specific, men who like sports.

You walk into the salon, and there is sports memorabilia all over. In the waiting area, they have a large TV showing, you guessed it, sports. In my area of Chicago, they were showing a Monday Night Football broadcast from 1985, featuring our only Super Bowl winning team systematically taking apart the rival Green Bay Packers. Even once you are in the cutting chair, there are still televisions showing the game.

Now, I couldn’t really focus on the game because my stylist wanted to chat. But it wasn’t your typical haircut chat. She was telling me all about her dysfunctional family and issues with her stepmother. Oh well, I had seen the game before.

The haircut was nothing special. The pricing was nothing special. But I walked out of there knowing that they did all that for my benefit. Since I really don’t care who cuts my hair as long as they do a decent job, I may be back.

THAT is branding yourself for a target market.

Brent Allan is a branding and marketing expert who specializes in unconventional methods. He has over a decade of experience in marketing and branding, and holds a Bachelor’s Degree in Marketing. He is the editor for BizWarrior Online and Beneath the Brand Blogs. When he isn’t pontificating about business, he juggles, does magic, and eats fire. What a dork.

Article Tags: Brent Allan | Sport Clips | Sports
Filed under: Branding, Marketing Niche