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Steffen Meier Publishers Training Programme for Young Professionals (New Delhi) 2014

Crossover Marketing


„Marketing is the methodology of communicating the value of a product or service to customers, for the purpose of selling that product or service.

Marketing techniques include choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and advertising a product's value to the customer… Marketing satisfies these needs and wants through exchange processes and building long term relationships. "

Wikipedia


Marketing: Yesterday


Marketing: Today


Setting up a Marketing Strategy


Define your goals

• Brand/Visibility• Communication with Customers (Knowlegde)• Selling Products

Research your audience and their channels

Define Strategy and KPIs/ROI

Define Budget and person(s) responsible

Go on!


The Marketing Circle


Data driven marketing

• Meta Data• Search Engine Optimization• Data Workflows• Store (apps / ebooks)

Optimization


Finding Books: Past


Finding Books: Present


(Meta) Data driven marketing

White Paper: The Link Between Metadata and Sales 2012

"Looking at the top selling 100,000 titles from 2011 we analysed the volume sales for titles where either the BIC Basic or image flag was missing, and compared these with titles where one of the flags were missing and titles where both the BIC Basic and image flags were present."



"The positive impact of supplying complete BIC Basic data and an image is clear. Records without complete BIC Basic data or an image sell on average 385 copies. Adding an image sees sales per ISBN increase to 1,416, a 268% boost. Records with complete BICBasic data but no image have average sales under 437 copies, but when we look at records with all of the necessary data and image requirements, average sales reach 2,205. This represents an increase of 473% in comparison to those records which have neither the complete BIC Basic data elements or an image."


The BIC Standard

• ISBN• Title• Product form• Main BIC subject category• Imprint name• Publication date• Cover image• At least one supplier name• Availability status• GBP retail price including VAT• Statement of rights relating to UK



Interesting App. Important: The right Timing. App Store Meta Data (Title,Icon, Screenshots, Keywords, correct Product Category).

AppStore Optimization (ASO)


If SEO is Marketing…think of mobile!


Content marketing

Traditional marketing talks at people. Content marketing talks with them. Doug Kessler

Creative Director & Co-founder of Velocity, B2B marketing agency

Storytelling instead of dumb selling“People need stories more than bread itself. They tell us how to live, and why.” Arabian Nights



Trade marketing


Prizing is marketing


The product is marketing


Visibility marketing


Viral / Guerilla Marketing


Influencer Marketing


Marketing: Author vs. Publisher


Marketing: Examples


Penguin USA: Mini book club meetings with the author on Twitter


500 Pictures, 2.000 Tweets and 2.5 Million People reached


#dercircle Plattform: Instagram. 500.000 Follower Range. 20.000 Likes


Reading Flashmob

Librileo: a new subscription service für children books. The young company promotes reading and reading aloud in families with many creative and exciting promotions


www.zehnseiten.de


Publishers Preview monthly as Video-Trailer


Hermann Schmidt Verlag: Beautiful typography on Pinterest


Marketing: Bookstores


„Guess the book“


https://www.youtube.com/watch?v=6tjZhYl7oQU

https://www.youtube.com/watch?v=6tjZhYl7oQU


The best marketingBookseller Dorothee Junck


It‘s a long way to Tipperary…


Whatever you do:

• Don‘t interrupt! Tell interesting stories!• Think everytimes on your goals!• Look closely at your customers and

their channels!• Communicate on eye level with

your audience!• Be kind – show humor!

Life is bad enough…


One more thing about humor…


What are your experences?

crossover marketing - publisherstraining.compublisherstraining.com/pdf/crossover marketing steffen...

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