2. Reaching all readers
Review current strategy (Google, FB & Domain
Ads)
Mobile is amazing with reach far greater than
email – investigate SMS campaigns
Create hype – send book bloggers sample books
to review
Turn ‘likes’ and impressions into long-term
relationships)
Increase Click-Through-Rate with targeted offers
Viral – let members pass on the message
Marketing Strategy
Presented by Lindie White
3. Keeping current readers
Understand the reasons (research and
feedback)
Provide reasons to stay
Enable front-liners with arsenal of tools
Personalise
Influence the influencers
Incentivise contact staff
Marketing Strategy
Presented by Lindie White
4. Invite readers to share love
Use current base as a starting point - catalogue
as a vehicle
Encourage sponsorship by family/friends
Select our own annual book queen
Talk shows, festivals, live chats
Aggressive rebranding – announcement by CEO
on internet radio and rebroadcasts, review CI to
reflect change in direction
Continue to build the brand on all platforms and
mediums
Marketing Strategy
Presented by Lindie White
5. New reading markets
Know your audience
Source celebrity readers to hand over books
to community libraries of their choice
Education and status
Legacy and belonging
Marketing Strategy
Presented by Lindie White
6. Readers 5 years from now
Working women, mothers, aunts, uncles,
grandparents
LSM 6-8
Fiction-addicts can feed on e-books
First stop for illustrated books on geography,
cooking, craft, history, art
Regain Afrikaans market’s heart
Marketing Strategy
Presented by Lindie White
Editor's Notes
A strong digital strategy for the web, mobile and social media channels. with particular emphasis on the digital recruitment of members and the on line expansion of the business
To restrict the member churn by implementing a retention strategy to increase the lifetime value of the member.
A strategy for establishing the Clubs as an “open for all” destiny for book lovers, particularly Afrikaans book lovers
