People at Digital Book World 2011 had data on the mind. In just about every session the word came up. And while you’re used to us pushing for better metadata, there are other kinds of data we often overlook. Not the kind you send out, but the kind you gather: consumer information and metrics.
Hey! I’m Reading Here!
This summer I mentioned to some friends that I was programming BNC Technology Forum 2011. (Yes, I know, I’m probably their most boring friend.) I was mentioning that I felt it was important to include a session on digital marketing, and two of my friends immediately perked up. One works in PR and the other works in online advertising, and both had the same thought: they were salivating at the idea of advertising in books. Their enthusiasm was equally matched by my repulsion.
Audiences Vary and So Should Marketing: A Case Against the Global Marketing Approach
Last week, Evan Schnittman wrote a blog post for Digital Book World called “Enabling a Global Marketing Strategy” in which he argues that we should go back to selling world English rights to one publisher. In his opinion, global publishing plans serve the author and the book better. But although we are increasingly connected to each other digitally, is it right to assume that the culture and tastes of people around the world have homogenized? Are book buyers in the US and Australia the same? I think not.
Selling Books Using Foursquare
Last week The New York Times published a piece on how businesses should use geolocation services. The article focused on a restaurant and a chocolate store, but Foursquare’s use can obviously be extended beyond food to books. Brick-and-mortar stores can reach out to existing customers and entice new ones easily using Foursquare.
We often roll our eyes at the thought of getting involved on yet another social platform, but can you afford not to?
Track Your Success
How Ladies Find Books: Tips for Online Book Matchmaking
We at BookNet Canada talk a lot about metadata, sometimes ad nauseam. Accurate and thorough metadata is the best way for consumers to find out about a publisher’s book online. Some people think, “Well, that’s great for online. But we know that a lot of books are still sold in brick-and-mortar stores.” True, but that doesn’t get you off the hook, especially with women. Women looking for their next favourite book will find their perfect match online.
Something for the Ladies
We in book publishing know that women make up a large majority of our market, but what do we do to cater to them? There are many ways for a publisher or bookseller to keep women in mind, but to cover them all today would be excessively long. You’re all busy people, I know. So I’ll focus specifically on packaging in this blog post.
(Old) Spicing It Up
There is no doubt that this summer’s biggest heartthrob was the Old Spice Guy.
The commercials were hilarious. And they would have been enough. But then the geniuses behind Old Spice guy took it up a notch and blew us away with their response campaign, making short YouTube video responses to personal messages, including tweets. It floored everybody.
What lessons can we take from this for our own social media and marketing campaigns?
Slush Pile Onslaught Gives Publishers a Branding Opportunity
There is a lot to be afraid of when one considers the online book marketplace. When I read Laura Miller’s apocalyptic piece on the inundation of self-published slush pile submissions a couple of weeks back it made me incredibly depressed. The thought of the marketplace being full of subpar, unedited manuscripts turned into ebooks or printed on demand, thus making it impossible for readers to differentiate the good book from the bad, was a devastating one. Why? Well, we call it the slush pile for a reason.
Ontario Publishers Collaborate for E-Book Promotion
No surprise here: publishers of all shapes and sizes are making e-books. Still, making e-books is one thing; selling them is another. While direct e-book sales may seem like a dream come true for any publisher with their eye on the margins (no discounts, distribution, or inventory), the reality is that partnerships are MUCH more beneficial than going it alone, especially on the expansive interweb. Exposure and discoverability is key. By partnering up, companies can pool their resources for the greater good of the collective, get noticed, and hopefully see some returns on their technology investments.
