written by Chris Arnold on March 08, 2010

Large advertising agencies and mid-sized design firms often work in niche arenas. As the owner of a small design firm, it can be frustrating to see such agencies’ dominance in markets that are otherwise off limits. I find myself wondering: What does it take to be a part of a creative niche as a design boutique?

Before such a question can be approached, we need to take a step back with a dose of reality to better understand what's already going on to best understand what can go on.

A Few Realities

Large agencies and firms can afford to jet set and impress clients unlike most. As a small design outfit, you must ask yourself what's worth your time, how to pitch your story, and how to present your vision and work. If you find yourself up against a 100-person agency, remember that it won't be an apples to apples comparison.

Being the small guy up against titans of industry will force you to remain nimble and open to altering your approach for best success. You won't have a laundry list of blockbuster clients to showcase, so take the time to figure out your strong suits and focus on those (e.g. availability, deadline-oriented, small compassionate teams). What you may perceive as inadequacies might actually be points of success.

Spoken From Experience

In early March of 2010, prolific designer Louise Fili visited the Denver Art Museum for a talk sponsored by AIGA Colorado. She shared her history, work examples, and a few laughs over the better part of an hour before fielding questions. Midway through the question and answer portion, it was asked of Louise how she attained so many food-related clients that lead to her amazing body of work.

Did she go after them? Did she create a splendid one-off marketing piece and mass mail marketing directors? What was her secret? Louise smiled and, to paraphrase, said, "It didn't come easy. When attempting to break into a niche market you'll run into lots of jerks."

She's right. You'll see "jerks" almost immediately on your quest, but Louise eventually noted a single contact that gave her a chance with an intro-project; a "spark" that would eventually light her way for larger opportunities. With my very own niche industry mission underway, it spoke to me.

Her comment held to light the issue at hand: How we're to get beyond the typical 'thanks but no thanks' commentary; really letting a potential client know, whole-heartedly, why it is that your boutique design firm should be given a chance. Louise found a way, and so can you.

Potential

While Louise wasn't quick to reveal her secrets, one can imagine her success has come from harvesting solid contacts over time, a little bit of luck, and a large amount of terrific design work. As she did, when it comes to creating for niche clients, be sure it's for the right reasons. One of the most contagious creative people I've met in my time, Marjorie Alexander, once told me:

On the topic of niche development, nothing holds more true. If you're skilled in a specific niche, can speak the language, and give examples of your personal experiences, you'll be all the better off in getting a foot in the door. The road to being creative within a particular industry isn't easy, but if there's one thing Louise proved, it's that it can be done.

Being a small design boutique doesn't mean you can't find your share of companies to approach within a specific industry. You may have to work at it a bit harder, but it can be done. Take into consideration the following starting points:

1. Think about why you want to be a creative mind for a certain market. Is it a life passion? Something you're just curious about? If it's the latter, keep moving. You'll be silenced quickly.
2. Know who you're talking with. Research and learn about the company's current state of affairs. A blind "To whom it may concern" note won't help your efforts.
3. Figure out where leaders gather. If you want to design for restaurants, think foodie gatherings or make contacts with newspaper critics. They always have an in.
4. Consider creative ways to engage marketing directors and decision makers. Think beyond mailing a pretty marketing piece that may never be seen. Find the next expo or trade show and bump into them. Or, better yet, mention you'll be there to a short list of contacts and politely open a dialogue.
5. A single touch point will never work, niche or not. Remain steadfast, pass on the jerks, and don't become cynical. It's a lesson we all need to be reminded of from time to time.

Sprinkle Some Bacon

There's a partially funny, mostly true game called "Six Degrees of Kevin Bacon" that you may have heard a thing or two about. To summarize, it's a quirky game that links any actor back to Kevin Bacon using no more than six links. Six degrees of separation—a perfect application for niche markets.

I recently discovered that it was highly likely that someone I knew must know someone in the industry I want to break into. Or, at the very least, someone they know knows someone, that knows someone, and so on. Word of mouth, referral-based introductions can be much more prosperous and long lasting than cold calls.

Sprinkling a little bacon into the mix can't hurt. Before you really get going with your own niche project, ask yourself who may know someone you need to know. Funny thing is, he or she might not be that far off.

Rule(s) of Thumb

I'm aware, first hand, of the ups and downs that come along with the process of breaking into a niche market. Admittedly, I'm not there yet, but I know Limber Creative will be. I'm not a representative from a fancy agency, but I do climb high peaks, splitboard the backcountry, and have been traversing mountains for 21 years. I have a knack for the outdoor industry. The industry I'm going after.

As the owner of a small design firm, a freelancer with hopes of niche success, or perhaps a developer with a passion for one market over all others, opportunity is there. Keep in mind that your size allows for greater agility and an increased ability to roll with change. If you face doubt, think of Louise, sprinkle on a little Bacon, and keep moving forward.

I'll leave you with the words from a recent internet idol, Conan "CoCo" O'Brien. In his final Tonight Show dialogue, he reiterated a very important message that disappointment and cynicism can overshadow:

It seems Louise followed that principle. Conan certainly did, too. Perhaps you're next in line for something terrific to happen? Stay wise, stay smart, and stay positive. Your niche awaits.

Your Carved Niche

Have you had niche success? What are your tips for breaking into a particular industry? .(JavaScript must be enabled to view this email address). I'd love to hear about your original goals and where you are today.

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