Niche Blending
I’ve had the good fortune of having some great yoga teachers over the years. In most cases, when I have conversations with these teachers, they are struggling to make a living and have not carved out a niche for themselves.
Enter Amy Reedman. When I relocated to Pitt Meadows, B.C., three months ago, I found a really wonderful yoga studio less than one minute’s walk from my new home. While some people enjoy decompressing at the end of their work week with takeout pizza, beer and a DVD, I attended Amy Reedman’s Friday night restorative aromatherapy class.
As an introduction to Amy’s brand and niche, I opened the door to Kali Yoga and was surrounded by the divine scent of cinnamon in a space dimly lit with candles.
Yes, the yoga space at Kali Yoga is the best I have seen yet. The equipment is top quality and even with all that, it’s Amy’s unique blend of restorative yoga, guided meditation and aromatherapy which is incredibly peaceful and uplifting. Each class has a theme for the evening. The theme is tied to the special aromatherapy blends Amy introduces.
Her voice soothes and her humour keeps the mood light as she guides us through the poses. It’s difficult to leave her class without wanting to purchase one of her featured blends of essential oil.
After one class, I placed an order. When I picked it up, it came in a gift bag from The Blending Bar. Inside was a card with a personal handwritten note from Amy on one of her Namaste cards. All of her promotional materials have a little saying which speaks the wise and fun words Amy shares in her classes.
Amy has done a great job of carving out the niche for The Blending Bar. She is consistent across the board with her message and persona in her classes, workshops, aromatherapy products and promotional materials. Her give-first approach to those to attend her classes and workshops makes all her fans feel special.
It’s rare I see a micro-business owner successfully follow a promotional model like Amy Reedman’s. I have a feeling her business will continue to grow and blossom because of her commitment and love for what she does and for those who experience her offerings.
Have you truly established your niche? If not, find out how we can help you.