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Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
Precious Words Bookstore online marketing strategy
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Precious Words Bookstore online marketing strategy

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Precious Words Bookstore online marketing strategy

Precious Words Bookstore online marketing strategy

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  • 1. PRECIOUS WORDS BOOKSTORE: A MARKETING STRATEGY PROPOSAL
  • 2. Introduction Precious Words Bookstore is fairly new to the industry, having opened two years ago, June 2011 at the Hitachi Tower. So far, it’s the only bookstore in the area, creating an advantage for this niche operating bookstore to target book lovers from nearby offices and also passing by tourists. It’s a small yet intricately charming designed store, with books chosen by the owners, giving it a more personal, warm touch.
  • 3. Challenge But independent bookstores are always inundated with industry and market issues, making it challenging for them to further expand, let alone meet ends. We’d like to propose a strategy that can further strengthen PWB’s brand and to encourage store visits, increase purchases and gain a steady and loyal following amongst the book-loving market, for its continuous standing and possible expansion, as a bookstore.
  • 4. PRECIOUS WORDS BOOKSTORE SWOT: FROM AN OUTSIDER’S POINT OF VIEW
  • 5. Strengths Precious Words Bookstore SWOT from an Outsider’s Point of View  Location: the only bookstore in the area for possibly, hundreds, if not thousands of book lovers in nearby offices.  Variation of customers in the area; from all sorts of races, ages and places  Store Design: small yet quirky and intimate  Product: features personally chosen books from its owners. Also diversified offerings, selling other items such as gifts, CDs, toys and stationaries  Facebook followers: 1,693 which can be tapped into for more purchases and recommendations
  • 6. Weaknesses Precious Words Bookstore SWOT from an Outsider’s Point of View  Lack of e-commerce: website is still under construction, lack of an easier way to purchase books online  Fairly new in the market  Lack of consistent online marketing strategies: facebook posting is Sporadic, has no twitter account to reach more consumers, no website to feature or sell books online  Lack of personnel to handle extensive marketing activities  Lack of funds for advertisements and promotions
  • 7. Opportunities Precious Words Bookstore SWOT from an Outsider’s Point of View  More intimate and personal interaction for customers  Easy to manage and change strategies without the hassle of corporate hierarchy approvals  Easily tap into existing, close knitted database of customers  Quicker to adapt to current trends  More favourable instances to partner with local authors in new and creative ways, in turn for loyal and goodwill for years to come  Enhanced browsing experience through store visits
  • 8. Opportunities: Common reasons why customers prefer physical books over ebooks Precious Words Bookstore SWOT from an Outsider’s Point of View Mashable: Why Printed Books Will Never Die by Josh Catone jan 16, 2013  Books have physical beauty Uou can't display a digital book, even if you wanted to. Any electronic book that boasts beautiful design, does so only ethereally. - Craig Mod points out in his essay "Hacking the Cover,“  Books have provenance "I think print and paper has a lasting value that people appreciate. Pixels are too temporary," said Praveen Madan, an entrepreneur on the Kepler's 2020 team, via email.  Printed books are collectible "Paper books don't get replaced by e-books, because there's just part of the experience you can't reproduce," said one man. (Of course, nostalgia is generational.)
  • 9. Opportunities: Common reasons why customers prefer physical books over ebooks Precious Words Bookstore SWOT from an Outsider’s Point of View In a digital age, parents value printed books for their kids By Kathryn Zickuhr May 28, 2013  More than nine in ten parents of minor children say it is important to them that their children read print books— eighty-one percent say it is “very important,” and an additional 13% say it is “somewhat important.” Very few say having their children read print books is “not too important” (3%) or “not important at all” (3%).  Modeling the Reading Habit: Some parents may want their children to have the same pleasant book-reading experience they remember from when they themselves were children. Many parents described positive memories of their early reading habits and library use, memories centered around print books. One said that picking up books from the library was a reward for good
  • 10. Opportunities: Common reasons why customers prefer physical books over ebooks Precious Words Bookstore SWOT from an Outsider’s Point of View In a digital age, parents value printed books for their kids By Kathryn Zickuhr May 28, 2013  A Sensory Experience: Some think that children’s books, which often feature large illustrations and may incorporate various tactile elements, aren’t as well suited to e-ink or touchscreens. And given the relative newness of e-reading and uncertainty around the effects of reading on screens, some parents may simply want to temper the exposure their children have to digital materials. “Somehow, I think it’s different,” Alexandra Tyler told the New York Times. “When you read a book, a proper kid’s book, it engages all the senses. It’s teaching them to turn the page properly. You get the smell of paper, the touch.”
  • 11. Threats Precious Words Bookstore SWOT from an Outsider’s Point of View  Global competitors: Large publishing companies and bookstores such as times and kinokuniya  Ebook publishing and online purchasing such as amazon and NOQ online bookstore  Technology and gadgets encouraging online reading  Free downloading of ebooks  Dwindling number of physical book lovers  High rental issues  Other local competitors  Youtube commercial of kindle
  • 12. • Increase brand awareness and favourable attitudes among consumers • Increase store visits • Increase book purchases • Generate consumer interest and purchase intentions • Build a community of loyal followers • Grow a PWB community • Gain a significant share in the book selling market Marketing Objectives:
  • 13. Demographics: Single, in a relationships, with/without children, yuppies, middle agers, office workers, ages 20-50 yrs. old, working in a city, higher level of education, mid to high range income Target Market
  • 14. Psychographics: Heavy book readers, Book collectors, prefers reading physical books, enjoys browsing books, has a small stack of books at home Target Market
  • 15. Benefits sought: for entertainment, to educate and improve themselves, for the benefit of their kids Target Market
  • 16. AN ONLINE MARKETING STRATEGY IS SUGGESTED AS AN INITIAL EFFORT, AS (1) IT’S THE MOST COST EFFICIENT AND (2) IT WOULD BE EASY TO HANDLE AND MANAGE SUCH STRATEGIES.
  • 17. Online Media Marketing Objectives Goals  Grow no. of supporters  Increase comments on blogs  Increase website visibility  Increase positive mentions  Have website visitors stick around  Make our content more viral  Get people to take action  Get people to attend events Metrics to Measure  No. of newsletter subscribers, likes, shares  Ave. no. of comments/ posts  Increase in traffic or link backs  Mentions in blogs & social networks  Stick rate, bounce rate  No. of shares  No. of purchases  No. of registrants, year over year
  • 18. PROPOSED ONLINE MARKETING VEHICLES
  • 19. Create a website Online Marketing Strategy A great website can do wonders for your organization:  Can immediately reach customers from around the world  Can be used for customers to easily peruse and purchase a book online or to make inquiries  Can save you money for advertising  Can save you more time to update and inform your members about upcoming events, promotions and more
  • 20. Create a website Online Marketing Strategy There are a sites that offer you to create a website from scratch, free of charge  Weebly  Wix  Webs
  • 21. Social Media Online Marketing Strategy  Facebook  Twitter  Instagram  Blog
  • 22. Others Online Marketing Strategy  E-newsletters
  • 23. PROPOSED ONLINE MARKETING STRATEGY
  • 24. Online Media Content Strategy Facebook  schedule author readings and related events  follow and tag authors on your facebook page  tag another business in your facebook page, as will enable your posts to show in their facebook page as well, thereby widening your reach  tag reading and writing groups  ask provocative yet fun questions
  • 25. Online Media Content Strategy Facebook  feature a facebook follower and their favourite book  create a contest eg. Essay contest then let everyone vote on it  post inspiration quotes from books  post relevant articles about authors  post some clever and interesting book related trivias  encourage followers to post their book reviews
  • 26. Online Media Content Strategy Facebook  plan events on facebook eg. Author book readings, author book signings, graphic artist meet and greets, family story telling night, book launch parties  inform them about e- newsletter subscriptions for exclusive member updates, promotions and such
  • 27. Online Media Content Strategy Facebook  create and promote advocacies eg. Donate your secondhand books for charity  post relevant youtube videos of books translated into movies or vice versa
  • 28. Online Media Content Strategy  blog about personal recommended books, staff pics, promotions, news  reach out to independent authors by tweeting to them or promoting or blogging about their book  write book reviews or teaser copies with a link from your website, to buy the book  approach aspiring writers to write a book review Blog
  • 29. Online Media Content Strategy Twitter  find relevant book questions via twitter  greet store visitors via twitter and keep in touch with them  follow authors and retweet their relevant posts
  • 30. Online Media Content Strategy  post pictures of the books you’re currently reading, or other book-themed books  Post pictures new books that arrive in you store, take a picture of them and give interesting tidbits about it Instagram
  • 31. Online Media Content Strategy E-newsletter  create a membership and loyalty program
  • 32. • Integrate relevant social media channels eg. Instagram with twitter, twitter with blog • Create an editorial calendar • Diversify your content and postings • Monitor the effectiveness of your strategies and stick to what works Note:
  • 33. Other Strategies Added suggestions  Create and facilitate events  Enhance free public relation efforts
  • 34. THANK YOU!

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