Niche Marketing

Based in Hampton, Virginia, Niche Marketing PR (NMPR) is a small business consultancy founded in 1994 and led by Laura Dilley Thomas, who also brings sales, marketing and advertising experience dating to 1985 and specific expertise in the spa and beauty industry since 2005. The agency works with new business startups as well as established businesses seeking growth, ranging from clients with just an idea for a business to those with outdated websites in need of a revamp. Engagements can be structured as package plans, by project, or by the hour, and the practice positions itself as a business development resource particularly suited to the spa and beauty sector. Services described include web design and development, e-commerce solutions, start-up and growth consulting, and marketing, branding and social content creation, including artwork. The agency applies UX/UI practices aimed at improving return on investment, building online marketing channels around an understanding of customer psychology and behavior. Its methodology is organized under a proprietary framework called the Ability Factor™, which addresses four components: design-ability (functional as well as visual design), use-ability (removing customer confusion), vis-ability (being seen, heard and understood), and profit-ability (treating a website as an investment measured by customer conversions). This framework is presented as a formula guiding how projects move from initial concept through to online implementation and ongoing growth support.