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Crossover Niche Marketing


Web guru after web guru will tell you to find a niche market and use it to dominate the search engines. Some will even go as far as to tell you that the only way to sell your product is to use all types of funneling schemes and search engine formulas. Sure these programs work to a degree but there is no substitute for brand building in the same way the corner store does, by satisfying one customer at a time.

When you do that you build your own niche, cultivate your own list of loyal customers that are happy to see your name in their inbox. The marketing experiment is one of those companies that started with an obscure web name that no one would search for or find by accident and built it’s own market.

To this day “Seket Aanru” is the only key word that they dominate. In this case top ten search engine ranking would not help because no one was searching for the key word. Through crossover niche marketing they have become financially successful selling music online, even as overall music sales have declined. By cross marketing music as a related product, their affiliate sales are through the roof. They have a relatively substantial share of markets that would almost never grant them top ten search engine placement.

Hip hop isn’t dead. It’s alive and well at Seket Aanru. This hip hop based production studio moves more music than most record company execs. Their website is so humble that you would not even begin to believe the types of numbers this company is moving as an affiliate marketer. It’s hard to pin down the exact figures but by the buzz at the affiliate offices they are moving major product. What is their cross over secret you may ask?

The answer is a web game. That’s right, they use a search based web game to market hip hop music and other products to it’s huge viewership. They used the underground music niche in concert with their visuals to build a receptive audience then placed a sales funnel nearby for the music. There isn’t anything amazing about using web video to market, it’s being done everyday. What’s amazing is that it all happened as an accident. As it turns out the underground musicians that they use to score the games video sequences, more often than not, shoot to the top of the hip hop/rap charts.

In fact that is what they have become known for, taking relatively unknown artists of all genres and exposing them to their audience of a million plus ravenous hip hop heads. A&R reps are getting a little upset because they will not use an artist unless they fit the games clues. Since no one but the game designers know what the clues mean. They will not accept any outside advertising money from labels that want marketing access to the gamers. The game producers have even gone as far as to black ball certain artists because of aggressive reps, stopping their run at platinum status.

That’s right, their audience of hip hop geeks is so influential that they will blog your album into oblivion or the stratosphere. I must warn you, the content and the opinions expressed in the game are not for the faint of heart. Parental supervision is advised.

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