Wednesday 28 August, 2013
The internet has changed the world but there’s no one whose world has been changed more by it than the world’s geeks, nerds and dorks.
This isn’t name calling or social ostracizing. I’m not talking about the poor kids who were picked on in school or the misaligned adults who have trouble getting dates. I’m talking about people with extremely narrow interests that they’re insanely passionate about.
Forget the stereotypical nerd with his/her love of sci-fi and his/her pocket protectors. I’m talking about:
* Fanatics of obscure sports that are only popular in a few tiny countries of the world
* Rock and roll geeks who only listen to LA power pop from 1979 or British freak beat from the 60’s.
* Owners of strange pets that most of the world would step on or shoot
* Collectors of vintage Russian samovars or other weird stuff most of us don’t even know exists
* Fashion freaks obsessed with the latest anime-inspired cosplay from Japan
…and the list goes on.
These are people who have been set free by the internet. No longer are they isolated in their small towns. They no longer have to connect through mail-order catalogs, magazines and if they’re lucky, an occasional convention several cities away. All they need to do is get online.
Where do the nerds of the world congregate? They get together in forums, online groups, bulletin boards, blogs, social networks, video channels, podcasts and absolutely anywhere else they can find those with similar interests.
We live in the Age of the Nerd and this is extremely important for marketers because you can reach these people, join their geek group, create a real connection and sell to them.
What this means is:
Forget the Mainstream. In the past, there were limited marketing channels and you had to appeal to a broader audience. Now, you don’t have to do that because there are so many channels where you can reach your audience.
Narrow Your Focus. As a marketer, you should focus on that small, intense, hardcore, passionate, nerdy group that shares your common interest. Unlike the masses, these small groups are loyal to what they love. They’re also buyers.
It’s All About Relationships. Relationship marketing is a major buzz word today. It means building a relationship with your audience, rather than giving them a loud, bold sales pitch. Spend time in their nerd world and keep promotions to a minimum. When these loyal, passionate people discover that you’ve got what they need, they’ll come and buy.
Nurture Your Inner Nerd. The nerdier you are about your passion, the more it will resonate with others. Unleash your inner geek upon the world and indulge your passions to the fullest!