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Learn moreThe Food Network is masterful at defining the “niche.” If you do not watch the Food Channel on cable TV, you might be tempted to think, ‘Cooking is cooking – how boring to have cooking shows 24/7. Every show must be the same.’
The Food Channel manages to specifically define shows that appeal to just about every conceivable age group, gender, ethnic group, cooking style, type of food, consumer interest. To understand how to define your niche, just look at some of their niches:
Healthy eaters (Ellie Krieger)
2) Understand the difference between experts and DIY-ers
The Food Channel tends to appeal to the masses, rather than professional chefs. Where the Cordon Bleu and the Culinary Institute are into training chefs, the Food Network has an entirely different mission. Yet they manage to make do-it-yourselfers feel like they are professionals – or at least semi-pros. They elevate the non-chef’s skills.
In the book, “The Experience Economy” the authors describe how companies are creating memorable experiences, and it’s the experience that then becomes the product.
Just listen to Giada De Laurentiis break off a piece of garlic from the bulb, with the sound magnified due to the microphone right next to it, and you can almost taste the biting flavor through the TV. The Food Network has been described as “food porn” with its emphasis on mouth-watering close-ups of food and enhancement of sounds to evoke taste. They play up food and make it more than mere food – it’s feel good time.
This is an outstanding article on so many levels! First, it's fun to read! And you learn a valuable lesson about micro-niches as well. Something I noticed in watching the Food Network's "Next Food Network Star" is how much focus there is on that organic overlap between the person and their authentic story or personal brand and the super-niche that Food TV is targeting. I would love to know which comes first; the niche or the star.
Anita: I am getting hungry! :)I often watched several food programs in a row, looking for different culinary styles and cuisine niches as you described in your post.Didn't they have a program (Food Finds?) exploring hidden gems (food products, shops, etc.) around the United States of America?I commented on a fellow blogger's recipe post the other day and said that I missed a regular food carnival of posts by different bloggers. Tomorrow I will announce my plan to start #GoodThing in Life carnival. For a background, please read my post, Food Trip, on EGO blog.
Thanks Anita - great piece. I especially liked the point of appealing to DIY'ers and not do experts of that specific niche.
Hi Anita, I am drawn to point one because I believe so much in niche marketing. So many are afraid to niche, but it's what makes you sought after in your field. Love the creativity you have put into this article!Suzanne MuusersProsperity Coaching LLCBusiness Coach to independent Financial Advisors
Anita, great piece on niche marketing. To your point #2. Actually I think there are three levels, not just DIY and DIFM. There is also Do it with me (DIWM). An example of guided support is a class at a JoAnn Fabricenters where having a teacher show a student the right way is a valued service. And the whole adult eductation and social media worlds represent enormaous markets and platforms, respectively for the DIWM approach to niche marketing.
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Jill Fehrenbacher 2 years 5 months and 11 days ago
Wow, this is really well said. I hadn't considered it before, but the Food Network is a powerhouse! And I have to admit, I kind of love it. I, too, am especially sold on your point regarding FN's appeal to DIY-ers by elevating skill in a stepwise fashion. Really interesting stuff!