Filed under: Letters of Opinion, Misc
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Last week Pocket author Karen Tabke blogged about an old marketing concept that is just now taking root in the publishing industry. Street teams originated in the urban music market when rap labels such as Jive Records used a band of teenagers to drive interest when mainstream distribution markets froze urban labels out.
The record label would reach out to a teenager who had a voice of influence within his peer group and would use the kid to galvanize his friends into becoming a community driven marketing machine. The kids would paper their neighborhoods with posters and bumper stickers; encourage their friends to buy the music; deluge the local radio stations with requests for the artist’s song. The first such street teams appeared in the mid 70s and it is just now that it appears to be catching on in the publishing industry. I’ve heard from reliable sources that editors AND agents are urging authors to organize street teams and send these super readers forth to spread the gospel of Author X.
Ms. Tabke has started soliciting for street teams through her email list and …
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