How we discovered our niche: by thinking bigger.
She ended by saying “I think a series of videos would be the best way to reach them…”
I could have nodded, and shifted the conversation towards production and scheduling. She had a solid budget for video — and video is our wheelhouse. We’ve been making videos for brands since 2010.
Instead, I shook my head; I was excited, and probably had a stupid grin on my face.
“I dunno.” I said.
“No? What are you thinking?”
“I think you guys should do a podcast.”
She looked at me for a moment.
“Yeah? I could see that working— is that something you guys do?”
“Not yet. But I’m sure we can figure it out.”
I definitely had a stupid grin on my face now.
Our mission at Portage Creative is to grow the influence of organizations who care about the people they serve.
Video is one of the best ways to create a consistent message, and to scale that message to reach and influence an audience.
That’s why video is such a big focus for us.
But video isn’t our core focus at Portage Creative. Our core focus is effective communication. We help organizations communicate clearly to potential customers, clients, and donors, and we help them communicate to their teams.
Effective communication is the why that drives our how at Portage Creative. Sometimes the best “how” is a short video, and other times it’s a 10 episode podcast.
By the way, that podcast I proposed to our client is now well into the first season and we’re already planning for season two.
So, yes, we’re a video production company. But we’re also a podcast production company, a photography company, a copywriting company, and a branding company.
So, how does a small company with big dreams find their niche?
That’s what we’re supposed to do, right? Most marketing and branding professionals will speak to the importance of finding a niche. It makes it easier to build a following, to communicate consistent message, and to stick in the minds of your potential customers.
Cabelas doesn’t sell tennis rackets, the Keg doesn’t sell flowers, and your local plumber doesn’t offer haircuts.
A niche not only helps with communication goals, it helps you do a really good job at something specific.
The problem, when it comes to our little business and where we fit in the world, is that I’m perpetually curious and interested in discovering new things in the world.
I’ve never loved the idea of finding our “niche” at Portage Creative because it goes against my natural bend to dream big.
Having said that, as we’ve continued to add new services and product offerings to our business, I’ve recognized the importance of finding where we fit best in the marketplace and to leaning into it our strengths.
And while, on a personal level, I’ll continue to follow my nose and get excited about all there is to explore in the world, I know that Portage Creative needs to have boundaries.
We can’t be everything to everyone — not if we want to continue to do a good job for our clients.
And so, it’s become a bit of a journey to discover our niche. Of course there are lots of factors at play, But I think I’ve found two key elements that have helped us carve out a space for ourselves.
There is an overarching theme to what we do
We have a clear idea of what we don’t do
An overarching theme to what we do.
It’s pretty wild to think about the development in communication humanity has made over the years.
Ten thousand years ago, people relied on oral traditions to pass down core values and important information. They preserved information by memorizing and sharing it from generation to generation.
From there, the written word emerged, and much later, the printed word. Then came photography, radio, TV, and the internet.
But at the same time, communication hasn’t changed much. We still use stories to teach concepts to one another. We use hand gestures, intonation, and facial expressions to understand each other. We send emails and texts to each other in the written word, using the same letters used in Latin.
Communication hasn’t changed all that much — it’s the efficiency and reach that’s changed.
At Portage Creative, we recognize that it continues to change. Emerging technology and consumer demand continue to drive that change. But the core fundamentals, the universal realities of communication, those haven’t varied much.
Communication is now digital, and it’s opened our ability to express ourselves to each other in entirely new ways. But with all these new possibilities, it’s become more important for brands and organizations to use them effectively.
That’s our niche. Yes we produce quality videos. Yes we take photographs. But really, at the core, our team helps brands and organizations effectively communicate — mostly in the digital realm.
That’s why, when a recent client of ours asked if we produce 360 video content we said “Not yet– but we’ll look into it.”
If 360 video is the most effective way to communicate to your audience, then it’s in our wheelhouse. The technical production might be outside our current knowledge, but now we know where to pour our energy. We’ll either learn how to produce it, or we’ll find a partner to take care of the technical production.
Our focus is on producing content that effectively communicates your message.
Defining what we don’t do.
As much as we love adding to our services in order to help our clients reach their goals, we’ve also learned the importance of defining what we don’t do.
Defining what we don’t do has helped us clarify where we fit — our niche— in the marketplace.
- We don’t produce content for consumers. No weddings or family portraits.
- We don’t build or manage platforms. No website development or social media management.
There is a huge demand for both of the above services. Weddings happen every year, and families grow older and want to update the photos on their wall. Our skills and experience would allow us to do a great job of filming and photographing weddings. Websites need to be overhauled and managed, and social media management is its own job title at the majority of consumer focused MLEs.
It’s not for the lack of demand that we’ve chosen to not offer these services; it’s to allow us to focus on what we enjoy and what we excel at: producing digital content to help organizations and brands grow their influence.
At Portage Creative, we’re communicators.
Communication happens through all types of methods: audio, visual, text, kinesthetics, facial expressions, scents, and lighting — the list is as big as your imagination.
We’re not married to one media over the other.
For one client’s goals, video is the best next step. For another, it’s a podcast.
We’ll communicate with the media that will most help our clients grow their influence and effectively reach their goals.
If that’s a niche, I guess it’s ours 😊