Meet their unique needs
The benefits you promise must have special appeal to the market niche. Identify the unique needs of your potential audience and look for ways to tailor your products or services to meet those needs.
Say the right thing.
When approaching a new market niche, it's imperative to speak their language. In other words, you should understand the market's "hot buttons" and be prepared to communicate with the target group as an understanding member--not an outsider. In addition to launching a unique campaign for the new niche, you may need to alter other, more basic elements, such as your company slogan.
Always test-market.
Before moving ahead, assess the direct competitors you'll find in the new market niche and determine how you will position against them. For an overview, it's best to conduct a competitive analysis by reviewing competitors' ads, brochures and Web sites, looking for their key selling points, including pricing.