Greg Stielstra, Senior Marketing Director of Zondervan, who publishes the book The Purpose Driven Life, has coined a term for reaching down to target specific groups instead of mass marketing. It’s Pryomarketing …which is a little odd for a Christian book publisher, but whatever.
He’s quoted as saying that if he promoted a book about quilting “to one-tenth of one percent of left-handed quilters,” he could land the title on the non-fiction bestseller list and prime it for even bigger success.
And he’s right.
I just wish I had come up with the name.