The Segmentation Strategy for a Better Bottom Line

June 2006
by Brian Jud

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Some people looked at Goliath
and thought he was too big to hit. David looked at him and thought he was too
big to miss. You might look at the non-bookstore market for books and ask
yourself, “Is that market big enough to approach?” or “Is it too big?” The
answer to both questions is yes. A special-sales market of $14 to $16 billion
is big enough to reward attention, and it is also too big to tackle effectively
if you look at it as one gigantic entity. The solution is segmentation, which
helps you market your books where interested prospective buyers congregate in
special markets. This saves time, effort, and money—all valuable
commodities to the independent publisher.

 

The total non-bookstore market
comprises hundreds of minimarkets, each with varying degrees of suitability for
any given title. Your goal is to zero in on the smaller segments that contain
people with characteristics and buying motives appropriate for your books.

 

Non-bookstore market segments can
be segmented in a variety of ways. Here are some popular choices.

 

Demographic
segmentation.
Perhaps the most
frequent means of dividing a market, demographic segmentation involves
characteristics such as income, age, and gender. In demographic terms, the
market for job-search books includes college students seeking entry-level
positions, unemployed people in their 50s or o…IBPA Members – Click here to view the full article (login required).

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