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NE Region Mktg Summit Presentation

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HPB NE Region Summit

HPB NE Region Summit


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  • 1. Established 1972
  • 2. Ken Gjemre & Pat Anderson
  • 3. “Books should fill our lives, not our land.” – Ken Gjemre & Pat Anderson, 1972
  • 4. 778 RDC Dallas, Texas
  • 5. “Be fair to our customers and our employees, promote literacy, be kind to the environment and remain financially viable so that we may continue.” – Ken Gjemre & Pat Anderson, 1978
  • 6. “The cost of being green can be great, but the cost of not being green is greater.” – Sharon Anderson Wright, 2008
  • 7. 043 Garland, Texas
  • 8. 090 Bloomingdale, Illinois
  • 9. 001 Dallas, Texas
  • 10. 062 Pittsburgh, Pennsylvania
  • 11. “Being green is just what we all want to be!” – Kermit the Frog, 1970
  • 12. In the 2007/2008 Fiscal year, HPB sales $182,208,232 (+14.4%) in total sales, $167,756,751 (+7.7%) comparative sales NE REGION 2007/2008 Fiscal year $40,696,117 (+19.0%) total $34,138,892 (+6.2%) comparative 2007/2008 Fiscal Year
  • 13. The NE REGION sales account for just over 22% of Half Price Books total sales last fiscal year!
  • 14. 2008 Promotions • 20% Sales • Mailers • Gift Card Promotions • Special promotions – Black Friday – T-shirt Promotion – Book Lovers’ Weekend
  • 15. Viral Marketing: Promotions • Black Friday – Chain-wide sales up 56% over 2007 Black Friday – A lot of online “buzz” • Book Lovers’ Weekend – Email list
  • 16. Email List Numbers At-A- Glance District Total Sign ups Avg per store • Indianapolis 1,771 443 • Cincinnati 1,262 316 • Dayton 311 • Columbus 1,440 288 • Cleveland 410 103 • Pittsburgh 882 221 • Louisville 1,005 503 • Lexington 471
  • 17. Indiana 25.2% Kentucky 36.7% Cleveland 13.0% Columbus 14.6% Southern Ohio 36.3% Pittsburgh 11.5% Book Lovers' Weekend Email Promotion: 2nd weekend in February Chain wide sales up 30.1% over previous year
  • 18. Upcoming Promotions • Spring 2009 mailer: GOING ON NOW! • Earth Day • Mother’s Day gift card promotion • Memorial Day Sale
  • 19. 2008/2009 Press Review: Northeast Region
  • 20. 2008-2009 PR Placements • More than 50 stories about Half Price Books were in major broadcast and print media in your region. 41 were placed by Half Price Books. • Last 12 months of PR placements totaled more than $70,000 in equivalent advertising dollars! • Our stories netted more than 4,000,000 impressions.
  • 21. Cause-related PR-generated Press
  • 22. Employees are the Voice of HPB • In many instances media want to talk to employees on the front lines as well as customers in the store. • Facts are needed quickly by media, and often need to talk to employees within hours of contacting us. • Why should talking with media be a priority? • Your PR team will prepare you!
  • 23. What does your store gain from media exposure? • Thousands of dollars of advertising value at no cost. • Stories on our cause-related campaigns build customer loyalty and confidence. • Reinforces trust in our brand as consumers know information wasn’t paid to be placed.
  • 24. How budgets are created • Based on percentage of sales from previous fiscal year • Multi vs. Single Store Markets • IT’S WHY SELF-MARKETING IS SO IMPORTANT
  • 25. Radio Advertising Media Market Weekly Impressions Cincinnati 17,589,000 Cleveland 22,356,000 Columbus 14,749,000 Dayton 6,002,000 Fort Wayne 1,289,000 Indianapolis 3,918,000 Lexington-Fayette 6,063,000 Louisville 8,056,000 Pittsburgh 16,457,000
  • 26. Half Price Books total weekly impressions in the NE REGION
  • 27. Radio Advertising: New Jim Swayze Spots
  • 28. New 20% Off sale spots
  • 29. Mail list sign ups are IMPORTANT because they target our best customers
  • 30. Converting customers to our email list allows us to contact them even more
  • 31. Internally • Marketing on Open Book – Familiarize yourself with who does what, check out the updated Marketing Calendar, Current and Upcoming promotions, and more! • The Marketing Forum – An open discussion forum and marketing idea-share • Halfpricebooks.com – Encourage your staff to browse our website, it helps you to know what the customer is seeing about HPB happenings
  • 32. External • Halfpricebooks.com – The first stop for our browsing customers! • b(eco)megreen.info – The HPB environmental initiative goes global • deletecensorship.org – Half Price Books takes a stand with our web-based anti-censorship/freedom-to-read initiative • The Texas Bookman • Facebook – A social networking tool. Half Price Books has almost 8,000 fans!
  • 33. • Great customer experiences count – Where experience is concerned, cheap doesn’t mean that much • 58% of customers said they would always or often pay more for a better customer experience during a down economy – They talk: 58% of consumers say they will recommend a company to someone else, based on a positive experience. This is up from 51% in 2007 • Service outplays both low price(44%) AND quality products (43%)
  • 34. What do our customers say? compliments 2% product question 32%store location 9% opt out 7% info change 14% buy questions 9% gift card questions 7% complaints 20% complaints compliments product question store location opt out info change buy questions gift card questions
  • 35. • Bad customer experiences can affect the bottom line – More than ever, customers will stop doing business with a company because of a negative experience • In 2008, 87% said they would stop doing business with a company because of a bad experience, up from 68% in 2006 – Word of mouth works both ways • Consumers are twice as likely to tell about poor treatment – 84% of consumers said they would tell about a poor experience, up from 67% in 2006 – Women and consumers ages 35-44 are most likely to tell others about a poor experience
  • 36. What do our customers say? • Product requests. “Do you have this book?” • “Please change my information on the mailing list.” • Top complaints center on lack of service, unfriendly employees and buying policies or offers. • For every compliant, numerous compliments about you are received as well. • What can you do to proactively reduce complaints on a corporate level?
  • 37. The Future of Customer Care • New and improved online FAQs. • Online form to collect data and more efficiently measure our customer feedback. • New ways to obtain and use customer purchasing information for mailing, marketing, etc.
  • 38. In-Store Ideas HPB bright ideas from across the country
  • 39. Store Created Signage
  • 40. Displays
  • 41. Merchandising Aids
  • 42. Directionals
  • 43. Cross Merchandising
  • 44. Custom Signage
  • 45. Local Store Marketing • Tools – Promotion approval form – Promo gift cards – Balloons, stickers, pencils – Educator discount information – Brochures and bookmarks – Generic 15% off coupons – In-store “sales”: Vinyl night, clearance – KEEPING MARKETING INFORMED: • Store webpage, signage
  • 46. Author signings Special guests City festivals Other ideas on-site and off: Girl scout/Boys scout troupes, local parks and recreation, little league clubs, local libraries, book clubs, senior citizen centers, high school poetry/drama clubs… Idea Brain Storm