 "We aren't everything to everybody, and we don't try to be," Payne told the publication.One niche product that Westamerica created was its "VIP Banking" service for the 20 percent of its customers who represent 80 percent of its profits.Another example of niche marketing was cited by a research report issued in June 1993 by the Minneapolis-based brokerage firm of Piper Jaffray and authored by Steven R. Schroll.