Esther C Kane

I’m reading a nice little post by Chris Brogan where he talks about the concept of a “pop up store”. The idea being, what “niche” can you create from your product / service?  What can you market to your market?

He is referring to the concept that The Gap (well, at least The Gap in NYC) put together.  Basically, they created a “niche” store within their store.  The “niche” is Weight Loss and their “niche store” has clothes that can be used for exercising.  They went a step further than just creating a new department within their store, they partnered with a fitness company which sends a personal trainer to give demonstrations, they offer discounts to the fitness gym, contests to win free stuff, etc.

The concept isn’t really new, marketers have been doing this for a very long time, but what about doing it on the web?  So, that got me thinking and here are my thoughts.

1) You could create partnership programs and offer them on your website.  For example…

a) A personal injury attorney could partner with a pain management clinic, a chiropractor, acupuncturist, massage therapist, etc.  Offer discounts via the web.  Offer demonstrations, clinics at the office.

b) A cosmetic dentist could partner up with a bridal store, glamour shots store, etc.

c) A divorce attorney could partner up with realtors, moving companies, financial planners, etc.

Well, you get the idea.  What could you market to your market?