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Established 1972
Ken Gjemre & Pat Anderson
“Books should fill our lives,
not our land.”
– Ken Gjemre & Pat Anderson, 1972
778 RDC Dallas, Texas
“Be fair to our customers and our employees,
promote literacy, be kind to the environment
and remain financially viable so...
“The cost of being green can be great, but
the cost of not being green is greater.”
– Sharon Anderson Wright, 2008
043 Garland, Texas
090 Bloomingdale, Illinois
001 Dallas, Texas
062 Pittsburgh, Pennsylvania
“Being green is just what we all want to be!”
– Kermit the Frog, 1970
In the 2007/2008 Fiscal year, HPB sales
$182,208,232 (+14.4%) in total sales,
$167,756,751 (+7.7%) comparative sales
NE RE...
The NE REGION sales account
for just over 22% of Half Price
Books total sales last fiscal
year!
2008 Promotions
• 20% Sales
• Mailers
• Gift Card Promotions
• Special promotions
– Black Friday
– T-shirt Promotion
– Boo...
Viral Marketing: Promotions
• Black Friday
– Chain-wide sales up 56% over 2007 Black
Friday
– A lot of online “buzz”
• Boo...
Email List Numbers At-A-
Glance
District Total Sign ups Avg per store
• Indianapolis 1,771 443
• Cincinnati 1,262 316
• Da...
Indiana 25.2%
Kentucky 36.7%
Cleveland 13.0%
Columbus 14.6%
Southern Ohio 36.3%
Pittsburgh 11.5%
Book Lovers' Weekend Emai...
Upcoming Promotions
• Spring 2009 mailer: GOING ON NOW!
• Earth Day
• Mother’s Day gift card promotion
• Memorial Day Sale
2008/2009 Press Review: Northeast Region
2008-2009 PR Placements
• More than 50 stories about Half Price Books
were in major broadcast and print media in your
regi...
Cause-related PR-generated Press
Employees are the Voice of HPB
• In many instances media want to talk to
employees on the front lines as well as
customers...
What does your store gain from
media exposure?
• Thousands of dollars of advertising value
at no cost.
• Stories on our ca...
How budgets are created
• Based on percentage of sales from previous
fiscal year
• Multi vs. Single Store Markets
• IT’S W...
Radio Advertising
Media Market Weekly Impressions
Cincinnati 17,589,000
Cleveland 22,356,000
Columbus 14,749,000
Dayton 6,...
Half Price Books
total weekly impressions in the
NE REGION
Radio Advertising:
New Jim Swayze Spots
New 20% Off sale spots
Mail list sign ups are
IMPORTANT
because they target
our best customers
Converting
customers to our
email list allows us
to contact them
even more
Internally
• Marketing on Open Book
– Familiarize yourself with who does what, check out the
updated Marketing Calendar, C...
External
• Halfpricebooks.com
– The first stop for our browsing customers!
• b(eco)megreen.info
– The HPB environmental in...
• Great customer experiences count
– Where experience is concerned, cheap doesn’t mean
that much
• 58% of customers said t...
What do our customers say?
compliments 2%
product question 32%store location 9%
opt out 7%
info change 14%
buy questions 9...
• Bad customer experiences can affect the
bottom line
– More than ever, customers will stop doing business
with a company ...
What do our customers say?
• Product requests. “Do you have this book?”
• “Please change my information on the mailing lis...
The Future of Customer Care
• New and improved online FAQs.
• Online form to collect data and more
efficiently measure our...
In-Store Ideas
HPB bright ideas from
across the country
Store Created
Signage
Displays
Merchandising
Aids
Directionals
Cross
Merchandising
Custom
Signage
Local Store Marketing
• Tools
– Promotion approval form
– Promo gift cards
– Balloons, stickers, pencils
– Educator discou...
Author signings Special guests City festivals
Other ideas on-site and off: Girl scout/Boys scout troupes, local parks and
...
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
NE Region Mktg Summit Presentation
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Transcript of "NE Region Mktg Summit Presentation"

  1. 1. Established 1972
  2. 2. Ken Gjemre & Pat Anderson
  3. 3. “Books should fill our lives, not our land.” – Ken Gjemre & Pat Anderson, 1972
  4. 4. 778 RDC Dallas, Texas
  5. 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. 6. “The cost of being green can be great, but the cost of not being green is greater.” – Sharon Anderson Wright, 2008
  7. 7. 043 Garland, Texas
  8. 8. 090 Bloomingdale, Illinois
  9. 9. 001 Dallas, Texas
  10. 10. 062 Pittsburgh, Pennsylvania
  11. 11. “Being green is just what we all want to be!” – Kermit the Frog, 1970
  12. 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. 13. The NE REGION sales account for just over 22% of Half Price Books total sales last fiscal year!
  14. 14. 2008 Promotions • 20% Sales • Mailers • Gift Card Promotions • Special promotions – Black Friday – T-shirt Promotion – Book Lovers’ Weekend
  15. 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. 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. 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. 18. Upcoming Promotions • Spring 2009 mailer: GOING ON NOW! • Earth Day • Mother’s Day gift card promotion • Memorial Day Sale
  19. 19. 2008/2009 Press Review: Northeast Region
  20. 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. 21. Cause-related PR-generated Press
  22. 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. 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. 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. 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. 26. Half Price Books total weekly impressions in the NE REGION
  27. 27. Radio Advertising: New Jim Swayze Spots
  28. 28. New 20% Off sale spots
  29. 29. Mail list sign ups are IMPORTANT because they target our best customers
  30. 30. Converting customers to our email list allows us to contact them even more
  31. 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. 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. 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. 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. 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. 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. 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. 38. In-Store Ideas HPB bright ideas from across the country
  39. 39. Store Created Signage
  40. 40. Displays
  41. 41. Merchandising Aids
  42. 42. Directionals
  43. 43. Cross Merchandising
  44. 44. Custom Signage
  45. 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. 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
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