AAUP 2007: Marketing Plan (R. Tambeau)


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AAUP 2007: Marketing Plan (R. Tambeau)

  1. 1. Ren é e Tambeau Director of Sales and Marketing Wayne State University Press
  2. 2. The Basics of Wayne State University Press <ul><li>35-40 books published annually (of which 3-10 are distributed titles) </li></ul><ul><li>Annual Revenue of $1,000,000–$1,400,000 (books) </li></ul><ul><li>Journal revenue adds an additional $350,000–360,000 </li></ul>
  3. 3. WSU Press Staff Staff of 16 full-time employees, 3 part-time employees, 1–2 interns
  4. 4. Marketing Staff <ul><li>Marketing Staff consists of: </li></ul><ul><ul><li>1 Marketing & Sales Manager </li></ul></ul><ul><ul><li>1 Promotions & Direct Mail Manager </li></ul></ul><ul><ul><li>1 Exhibits & Advertising Manager </li></ul></ul>
  5. 5. Marketing Budget <ul><li>Marketing Budget (without salaries) = approximately $100,000 </li></ul><ul><ul><li>Advertising </li></ul></ul><ul><ul><li>Awards (nomination fees and marketing is charged unit cost for books) </li></ul></ul><ul><ul><li>Catalogs and Direct Mail </li></ul></ul><ul><ul><li>Co-op </li></ul></ul><ul><ul><li>Exhibits </li></ul></ul><ul><ul><li>E-marketing </li></ul></ul><ul><ul><li>Publicity </li></ul></ul><ul><ul><li>Review Copies (marketing is charged unit cost for books/hard budget to forecast) </li></ul></ul><ul><ul><li>Sales (sales reps commissions) </li></ul></ul>
  6. 6. Marketing Budget = approximately $10 0,000
  7. 7. <ul><li>Random thoughts on various components of marketing plan </li></ul>
  8. 8. Advertising <ul><li>Negatives include: </li></ul><ul><ul><li>Hard to track ROI </li></ul></ul><ul><ul><li>Expensive (usually need to place ads multiple times to have impact on buyers) </li></ul></ul><ul><ul><li>Done primarily to please/pacify authors </li></ul></ul><ul><ul><li>Hard to build and distinguish brand to an overwhelmed/oversaturated market </li></ul></ul><ul><ul><li>Viewed with skepticism (versus the perceived objectivity of a review) </li></ul></ul>
  9. 9. <ul><li>A book that may be of interest: The Fall of Advertising & The Rise of PR by Al Ries and Laura Ries </li></ul>
  10. 10. Advertising <ul><li>Positives include: </li></ul><ul><ul><li>Ads increase visibility for books and Press as a whole </li></ul></ul><ul><ul><li>Ads work when selling to sellers </li></ul></ul><ul><ul><li>Ads work when you have a specific journal in a very specific subject area </li></ul></ul><ul><ul><li>Ads are good tools for acquisitions </li></ul></ul><ul><ul><li>Happy authors </li></ul></ul>
  11. 11. Direct Mail vs. E-marketing <ul><li>Technology is changing how people look for information </li></ul><ul><li>Cost savings of e-marketing (no printing costs, no postage) is clear advantage </li></ul><ul><li>When appropriate, e-marketing pieces can be reused—placed on Web site, given to author to forward </li></ul><ul><li>E-marketing is quicker and easier to tailor for various groups if needed </li></ul>
  12. 12. Direct Mail vs. E-marketing <ul><li>Constant Contact (or other programs) can be used to cheaply and effectively remind people you exist and showcase your most recent “products” </li></ul><ul><li>Constant Contact allow you to track what the most popular links are so you can see area of interest </li></ul>
  13. 13. Direct Mail vs. E-marketing <ul><li>Direct mail is still viable and useful. We take catalogs and direct mail pieces to author events, exhibits, conferences, ect. Because of a limited budget, we typically promote several books in the same subject area on one piece. </li></ul>
  14. 14. Examples
  15. 15. Direct Mail vs. E-marketing <ul><li>We print large amounts of our Web site postcard, which promotes the Press as a whole, but can be tailored to a special sale offer, a special event, etc. </li></ul>
  16. 16. Mailing Lists <ul><li>In-house lists from previous buyers (no rental fee, building off a base that already is interested in/familiar with WSUP titles) </li></ul><ul><li>In-house lists that we’ve cobbled together from various sources (often times interns keying in from membership directories) </li></ul><ul><li>Rent lists from list brokers, subject area societies/organizations </li></ul><ul><li>Author-provided lists </li></ul>
  17. 17. Seasonal Catalogs <ul><li>Decreased seasonal catalog quantity considerably when subsidy was cut and became more conservative with uses; used primarily as a sales tool; currently print approximately 500 0-7 500 to cover accounts, select media, authors included in catalog, acquisitions use for potential authors. </li></ul><ul><li>Mail out approximately 5000 -6000 </li></ul>
  18. 18. Subject Catalogs <ul><li>Subject area catalogs allow us to highlight several titles in a series/subject area; currently print approximately 3000-5000 (depending on the subject area) and send to logical lists (Jewish Studies catalog gets sent to Association for Jewish Studies and Association for Jewish Libraries, etc.; Film Studies catalog gets sent to Society for Cinema and Media Studies). Also used by acquisitions as a selling feature for the Press to potential authors. </li></ul><ul><li>Mail out approximately 80% - the other 20% taken to conferences, sent to authors, used for other promotional opportunities </li></ul>
  19. 19. Developing a Marketing Plan <ul><li>look at fiscal year budget & books </li></ul><ul><li>varies depending on academic or general interest title </li></ul><ul><li>varies if we get additional funding for promotion </li></ul><ul><li>authors — valuable resource </li></ul>
  20. 20. Get authors to: <ul><li>In part, do your research for you </li></ul><ul><li>Visit bookstores to encourage them to stock the book or set up author events </li></ul><ul><li>Contact friends, families, professional organizations, colleagues, etc. when book is published </li></ul><ul><li>Demand that their university’s library order the book </li></ul><ul><li>Encourage colleagues and others to write reviews of their books on Amazon and other sites </li></ul><ul><li>Contact producers of local shows to pitch book </li></ul><ul><li>Encourage colleagues to use book as course adoption (if appropriate) </li></ul>
  21. 21. Typical Marketing Plan for Academic Book <ul><li>Advertisements (appropriate subject area journals –u sually one or two ads, often times placed with other similar subject titles) </li></ul><ul><li>Award nominations (costs are usually nominal, make authors happy, and can be utilized for additional promotion opportunities if books win) </li></ul><ul><li>Catalogs and direct mail and/or course adoption mailers (always included in the seasonal catalog, placed in appropriate subject area catalogs and direct mail pieces) </li></ul>
  22. 22. Typical Marketing Plan for Academic Book <ul><li>Conferences and exhibits (depending on the book, can be sent to 5-20 conferences, focus more on scholarly meetings) </li></ul><ul><li>Publicity efforts if appropriate (typically not appropriate for academic books unless timely/interesting subject or important author) </li></ul><ul><li>Review copies sent (approximately 3% of print run) </li></ul>
  23. 23. Typical Plan for a General Interest Book <ul><li>Same as academic book, but more review copies sent out, more promotion, more advance marketing efforts prior to publication to build a “buzz” (galleys, press kits, etc.) </li></ul>
  24. 24. Typical Plan for a General Interest Book <ul><li>Author events (schedule book signings/readings, interviews, etc.). The Press does not pay for author tours unless we have money come in specifically for marketing efforts </li></ul><ul><li>Advertisements (appropriate subject area journals– u sually two or three ads) </li></ul><ul><li>Award nominations (costs are usually nominal, make authors happy, and can be utilized for additional promotion opportunities if books win) </li></ul><ul><li>Catalogs and direct mail and/or course adoption mailers (always included in the seasonal catalog, placed in appropriate subject area catalogs. Direct mail pieces such as postcards typically done) </li></ul><ul><li>Conferences and exhibits (depending on the book, can be sent to 10-25 conferences, sent more often to trade shows) </li></ul><ul><li>Publicity efforts (typically advance galleys, press kits, etc.) </li></ul><ul><li>Review copies sent (approximately 5% of print run) </li></ul>
  25. 25. Period for questions at the end of the presentations. Thank you!