International Expansion Case Study – MX Publishing www.mxpublishing.co.uk   The webinar will start shortly.
<ul><li>Medium sized publishers based in London, ©10 years old </li></ul><ul><li>Four staff </li></ul><ul><li>One of the w...
<ul><li>Steady growth in visitor numbers and sales from the USA to our UK website in the last few  </li></ul><ul><li>years...
<ul><li>Website copied over (about 4 hours) with products changed into US$, shipping options changed to USA and more of a ...
<ul><li>Sales up over 240% YOY in December and continued in January (+199%) </li></ul><ul><li>3 New authors from the USA r...
<ul><li>Facebook - Specialist Group Pages </li></ul><ul><li>Sherlock Holmes Group </li></ul><ul><li>Over 1,500 members </l...
<ul><li>Facebook - Specialist Group Pages </li></ul><ul><li>NLP Group has over 1,700 fans </li></ul><ul><li>Enable fans to...
<ul><li>Facebook Advertising </li></ul><ul><li>Very targeted – e.g. advert only shows if someone has ‘Sherlock Holmes’ as ...
<ul><li>Twitter – Main Following 22,209  @mxpublishing  </li></ul><ul><li>#hashtags for certain keywords like #kindle  #sh...
<ul><li>Specialist Twitter Accounts </li></ul><ul><li>More than 30 specialist accounts </li></ul><ul><li>Sherlock Holmes B...
<ul><li>Author Blogs </li></ul><ul><li>Link across from other social media, including forums and communities </li></ul><ul...
<ul><li>Major USA trade customer has 3000 customers on their database, but no stock/delivery  </li></ul><ul><li>capability...
<ul><li>Expansion is replicable. Our next strongest markets are Canada and Australia – we’ve already added one and the oth...
<ul><li>The local website was the catalyst for our growth – it gave customers, both consumers  </li></ul><ul><li>and trade...
Questions We would very much like your feedback  at  www.mxpublishing.co.uk   or  www.mxpublishing.com  or  via email  [em...
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International expansion - How MX Publishing Grew Its Overseas Book Sales By over 200%

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Slides from a webinar given by the MD of MX Publishing highlighting how they have grown their overseas book sales by more than 200% since December. The webinar covered distribution, websites, virtual offices, social media (including blogs, Twitter and Facebook).

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International expansion - How MX Publishing Grew Its Overseas Book Sales By over 200%

  1. 1. International Expansion Case Study – MX Publishing www.mxpublishing.co.uk The webinar will start shortly.
  2. 2. <ul><li>Medium sized publishers based in London, ©10 years old </li></ul><ul><li>Four staff </li></ul><ul><li>One of the world’s first Print On Demand (POD) publishers due to Xerox background </li></ul><ul><li>Use Lightning Source (Ingram) UK and USA for print distribution, Powa for websites </li></ul><ul><li>About 100 titles from around 60 authors </li></ul><ul><li>NLP and Therapy, and Victorian Literature (inc Sherlock Holmes) as key genres </li></ul><ul><li>Very active in Social Media and MD is a contributor to The Booksellers ‘Futurebook’ </li></ul>MX Publishing Background
  3. 3. <ul><li>Steady growth in visitor numbers and sales from the USA to our UK website in the last few </li></ul><ul><li>years www.mxpublishing.co.uk </li></ul><ul><li>Sherlock Holmes genre very popular in the USA </li></ul><ul><li>Decided in October 2010 to ‘Go Global’ and launch a site in the USA </li></ul><ul><li>Lightning Source has a strong ‘drop-ship’ model for the USA plus Ingram serves the </li></ul><ul><li>bookstores like Amazon.com and Barnes and Noble very well – so no fulfilment concerns. </li></ul>Background <ul><li>Google Analytics showed that more than 40% of site visitors were from the USA </li></ul><ul><li>[Powa sites are fully integrated into Google Analytics to make tracking key information very easy] </li></ul>
  4. 4. <ul><li>Website copied over (about 4 hours) with products changed into US$, shipping options changed to USA and more of a lean towards Sherlock Holmes in terms of featured products </li></ul><ul><li>US ‘Virtual Office’ set up through Regus with office address on Broadway in New York </li></ul><ul><li>USA ‘917’ Manhattan telephone number through SkypeIn with number diverted to UK Office </li></ul><ul><li>Expanded social media activity with a focus on the USA market </li></ul>Expansion Into The USA
  5. 5. <ul><li>Sales up over 240% YOY in December and continued in January (+199%) </li></ul><ul><li>3 New authors from the USA recruited, including our new No.1 bestseller </li></ul><ul><li>Major new reseller recruited </li></ul><ul><li>New trade customer from New York contacted via phone </li></ul><ul><li>Major distribution deal for India and 4 other countries due to ‘impressive web presence’ </li></ul><ul><li>Significant impact on Amazon Kindle sales as well – up 117% month on month </li></ul>Initial Impacts
  6. 6. <ul><li>Facebook - Specialist Group Pages </li></ul><ul><li>Sherlock Holmes Group </li></ul><ul><li>Over 1,500 members </li></ul><ul><li>Authors participate well </li></ul><ul><li>Strong US membership </li></ul>Social Media Marketing
  7. 7. <ul><li>Facebook - Specialist Group Pages </li></ul><ul><li>NLP Group has over 1,700 fans </li></ul><ul><li>Enable fans to post events/courses </li></ul><ul><li>Links to blog articles very popular </li></ul>Social Media Marketing
  8. 8. <ul><li>Facebook Advertising </li></ul><ul><li>Very targeted – e.g. advert only shows if someone has ‘Sherlock Holmes’ as an interest </li></ul><ul><li>Comprehensive and easy to use performance metrics </li></ul>Social Media Marketing
  9. 9. <ul><li>Twitter – Main Following 22,209 @mxpublishing </li></ul><ul><li>#hashtags for certain keywords like #kindle #sherlockholmes etc. </li></ul>Social Media Marketing
  10. 10. <ul><li>Specialist Twitter Accounts </li></ul><ul><li>More than 30 specialist accounts </li></ul><ul><li>Sherlock Holmes Books </li></ul><ul><li>NLP Books </li></ul><ul><li>Cancer Books </li></ul><ul><li>Etc. </li></ul><ul><li>Notes: </li></ul><ul><li>Specialist accounts are working very well, but take time to build </li></ul><ul><li>Manually ‘following’ to ensure that the accounts are not blocked for ‘auto-following’ </li></ul><ul><li>Tweet management software used to schedule tweets through the day </li></ul>Social Media Marketing
  11. 11. <ul><li>Author Blogs </li></ul><ul><li>Link across from other social media, including forums and communities </li></ul><ul><li>In books the expertise/knowledge of the author is critical and the author having a great blog with regular interesting articles means we can generate regular interest . </li></ul>Social Media Marketing
  12. 12. <ul><li>Major USA trade customer has 3000 customers on their database, but no stock/delivery </li></ul><ul><li>capability </li></ul><ul><li>Offered them a smaller trade discount but direct shipping to their customers </li></ul><ul><li>Books featured on their website </li></ul><ul><li>Electronic discount on the www.mxpublishing.com website gives them trade discount </li></ul><ul><li>They take the order, place it on us and we ship direct through Lightning Source </li></ul><ul><li>Orders already from more than 30 states </li></ul><ul><li>Local low cost ground shipping within a few days </li></ul>Drop Shipping
  13. 13. <ul><li>Expansion is replicable. Our next strongest markets are Canada and Australia – we’ve already added one and the other will follow this month. We also plan ‘information only’ sites in countries where we don’t have local drop shipping. </li></ul><ul><li>Everything is very measurable – from sales through to the website’s built in analytics </li></ul><ul><li>Soon we will launch a site in India to support our distributor there </li></ul><ul><li>Risk is minimal as all services are ‘on-demand’ </li></ul><ul><li>Costings </li></ul><ul><li>USA Office (Regus) £99/month </li></ul><ul><li>Phoneline (Skype) £20/year plus calls </li></ul><ul><li>Information site (Powa) £9.99/month </li></ul><ul><li>eCommerce site (Powa) £49.99/month </li></ul><ul><li>Spend with design agency one hour per site (one off template work) </li></ul>Why is it so exciting?
  14. 14. <ul><li>The local website was the catalyst for our growth – it gave customers, both consumers </li></ul><ul><li>and trade lots of confidence that we could be a good supplier </li></ul><ul><li>It was important to have a clear and simple social media strategy </li></ul><ul><li>The virtual office can help in some markets, but this is the most costly element and we </li></ul><ul><li>will be selective with it (i.e. Australia yes, Canada, India and France no) </li></ul><ul><li>The new ‘on-demand’ ways to get services - Skype, Regus and Powa are all low risk, </li></ul><ul><li>and scalable – e.g. we can upgrade each as we grow. </li></ul>Summary
  15. 15. Questions We would very much like your feedback at www.mxpublishing.co.uk or www.mxpublishing.com or via email [email_address]

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