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AAUP 2007: Marketing Plan (R. Tambeau)
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AAUP 2007: Marketing Plan (R. Tambeau)

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Transcript

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