Secondary Segmentation.

In our commodified world there are huge numbers of product categories that the majority of people consume. If you're competing in those markets, it makes little sense to focus on the traditional socio-demographic divisions. That's what everybody does.

You have a great number of potential customers out there so why not choose your own demographic within that mass market and speak to them about your product. Focus on what they do beyond being consumers within your product category. For example - most people drink beer, so focus on gardeners who drink. That way you can generate small but deeper engagements, lengthening attentions spans and true loyalty.

And you don't have to limit yourself to just one of these secondary segments - you can approach as many as you like via a variety of messaging that is linked by a consistent tone of voice. Become niche marketers of a commodity category and you are assured of talking to potential customers. If you just pursue a niche market, there may not be any customers in it.