Business Opportunities: Gas Stations Making Their Own Music

Back in the 1960s, it wasn’t unusual to find four gas stations at an intersection in Los Angeles.  These were full service stations who would fill your tank, wash your windshield, and check your oil.  You would also just hand them your money (not credit card) from your open window to pay.  These stations would try so many ways to attract customers and build a niche market in their neighborhoods.

Union 76 (currently Unocal) distinguished itself by creating a relationship with the former Brooklyn Dodgers.  Union 76 would give away many different types of Los Angeles Dodger’s baseball memorabilia when you purchased a certain amount of gas.  One such item was a flexible 45 rpm record of a Dodger player interview.  Vin Skully would interview a Dodger player like Sandy Kofax. Union 76 had found a niche market with Dodger fans–forget about the gasoline.

Jon Ostrow’s article, How To Conquer Your Musical Niche reminded me of Union 76’s niche serving with automobile/Dodger fans.  He laid out a number of items that a band should consider:

• Demographic (age, gender location)
• Similar / influential artists (remember to start locally, then branch out to the regional, national and global scale)
• What are the influential promotional outlets?
• Where do the fans exist online?
• What blogs do they read?
• How do they find out about new music?
• Are they into fashion? If so, what brands?
• What are their favorite hobbies?

At first glance, you may think this pertains to only musicians.  But, look again.  Here is the list converted to a 1965 Union 76 strategy:

• Demographic (age, gender location)–Are they near a freeway that can lead to Dodger Stadium?  Are they male?

• Similar / influential artists (remember to start locally, then branch out to the regional, national and global scale)–Unocal may have start in certain neighborhoods and branch out. 
• What are the influential promotional outlets? Use Dodger radio to advertise Union 76 items.
• Where do the fans exist online? What radio stations do Dodger fans listen to?
• What blogs do they read? Advertise in the Sports Page of the Los Angeles Herald Examiner.
• How do they find out about new music? Who do auto owners learn to about gas?  Mechanics? Make sure each station has one.
• Are they into fashion? If so, what brands? Sell Dodger hats at the stations.
• What are their favorite hobbies? Unocal hit the head of the nail with Dodger fans.

Each business or band can use similar questions in nailing their niche market.  The Blue Ocean Strategy is a strategy concept that can help you in searching for it.