TOPIC: 5 WINNING WAYS TO MARKET TO BOOKSTORES AND LIBRARIES TOPIC: Helping Each Other Achieve and Succeed PRESENTER: MIMI LE IBPA PROJECT MANAGER
MEET THE PRESENTER MIMI LE Project Manager, IBPA Place your screenshot here mimi@ibpa-online.org
MARKETING TO LIBRARIES WHY IT S IMPORTANT Libraries are important institutions that provide valuable resources and services to communities across the nation. How much money was spent on collections in FY 2013? $1.2 Billion $239.3 million of that total was spent on electronic materials, such as e-books, audiobooks, etc. 1
MARKETING TO LIBRARIES WHY IT S IMPORTANT In 2016, LibraryWorks conducted their annual Library Purchasing Survey. When asked 54.5%
MARKETING TO LIBRARIES WHY IT S IMPORTANT In 2016, LibraryWorks conducted their annual Library Purchasing Survey. When asked
MARKETING TO LIBRARIES SO HOW DO THEY BUY? According to the American Library Association, two-thirds to three-quarters of book sales to libraries come from a jobber or distributor or wholesaler. Libraries purchase books through such distributors as: Baker & Taylor Ingram Emery-Pratt Company Other book suppliers and wholesalers. However, most of the balance is bought directly from publishers.
MARKETING TO LIBRARIES LET S BREAK A MYTH Direct-response selling can t work with libraries because they re all under contract to buy from some wholesaler. All library budgets have discretionary funds outside of acquisitions contracts that can be used to buy materials direct from publishers. Since fill rates of wholesalers are way below 100%, particularly for titles from small and medium-sized houses, acquisition managers often will take advantage of directresponse offers. They also like discounts and special offers as much as everyone else.
MARKETING TO LIBRARIES...WHAT S THE WINNING WAY TO DO IT? Display your book at trade shows, specifically the American Library Association Annual Conference and American Library Association Mid-Winter Conference.
MARKETING TO LIBRARIES 1. DISPLAY AT TRADESHOWS Even though orders are rarely written on site at ALA, exposure of the list can generate orders later if the right materials are provided. Further, it s a chance to find out what s happening with budgets and about trends in acquisitions. Useful contacts can also be made for future market research by e-mail, phone or through the mail.
MARKETING TO LIBRARIES ON A TIGHT BUDGET? IBPA offers a handful of marketing opportunities at the American Library Association Annual Conference: (1) Single-title display within IBPA s Cooperative Booth on the show floor ($175)
MARKETING TO LIBRARIES ON A TIGHT BUDGET? IBPA offers a handful of marketing opportunities at the American Library Association Annual Conference: (2) Full-shelf display within IBPA s Cooperative Booth on the show floor ($700)
MARKETING TO LIBRARIES But there are thousands of titles on display at these conferences. Simply displaying your book is not enough. If you can, attend the conference! (1) Bring copies of your book (2) A stack of business cards (3) Sell sheets Over 11,602 librarians, teachers, and paraprofessionals attended ALA this year in Orlando, FL. 2 Attendees come to these conferences to not only learn about advocacy and best practices, but also to interact with authors and discover new titles for their library collection. Consider participating in a book signing, where you have a set amount of time to interact with librarians one-on-one. Take this opportunity to convert them into a super fan!
MARKETING TO LIBRARIES...WHAT S THE WINNING WAY TO DO IT? Send e-mails to libraries, either on your own or through co-operative mailings. E-mail marketing continues to be an essential and effective marketing strategy, as it will allow you to reach larger audiences.
MARKETING TO LIBRARIES 2. LIBRARY MAILING LISTS You want to put your book in front of as many librarians as possible but how? Consider participating in a co-operative mailing if you don t have a library mailing list. IBPA offers a unique marketing program that allows publishers and authors to reach the library market in one go. In cooperation with The Library Resource Group, an opt-in database of over 80,000+ library decision-makers, IBPA sends dedicated e- blasts containing IBPA member titles to a select group of 5,000 librarians.
MARKETING TO LIBRARIES IBPA S LIBRARY MARKET E-BLAST PROGRAM Each listing includes a title's genre, cover image, title name, author name, publisher name, a 50- word description, ISBN, wholesaler information, and a unique, lead-generating link of your choosing.
MARKETING TO LIBRARIES IBPA S LIBRARY MARKET E-BLAST PROGRAM IBPA tracks the click-thru rates of each listing and shares the list of leads the name, e-mail address, location, branch, position, etc. of the person who clicked on the lead-generating link with the publisher and/or author.
MARKETING TO LIBRARIES...WHAT IS CONSIDERED A POSITIVE RETURN? 185 unique clicks per ad in IBPA s Library Market E-blast is considered the benchmark. Keep in mind that the number of leads do not, and should not, be considered a measurement or indicator on how many books were sold. Rather, it should provide insight as to how many librarians expressed interest in the book. If 185 leads is the benchmark, here is an example of one title meeting the benchmark. 267 leads
MARKETING TO LIBRARIES AD EXAMPLES Reviews Awards
MARKETING TO BOOKSTORES WHY IT S IMPORTANT Bookstores continue to be a channel for consumers to discover and purchase new books. There are 28,646 bookstores in the United States. Generated $30 billion in revenue for FY 2015 According to ABA: Retail sales at bookstores were up by 3.1 percent in May 2016 compared to May 2015, according to preliminary figures recently released by the Bureau of the Census. May 2016 bookstore sales are estimated at $826 million, compared to sales of $801 million for the same period last year.
MARKETING TO BOOKSTORES SO HOW DO THEY BUY? Bookstores can buy directly from the publisher/distributor or wholesaler but Booksellers especially prefer to buy from sources that provide a returns policy. If you self-publish on IngramSpark or LightningSource, you can check a box that accepts sale or return which means you re more likely to get bookstores ordering from you. Bookstores generally won t order Createspace books as they have no returns.
MARKETING TO BOOKSTORES...WHAT S THE WINNING WAY TO DO IT? Introduce yourself to your local booksellers and see if they offer a consignment program or are willing to make a special arrangement to display your book on their shelves.
MARKETING TO BOOKSTORES 3. START LOCAL AND INDEPENDENT Use www.indiebound.com to find local stores in your area
MARKETING TO BOOKSTORES START LOCAL AND INDEPENDENT Don t visit these independent bookstores unprepared! When talking to the store manager, be prepared to present the following: (1) A physical copy of your book. - Make sure your title has an ISBN and barcode - If your title is available in different formats (hardcover or softcover), bring a copy of each. (2) A sell sheet highlighting reviews, awards, and media coverage. - Notable blurbs and localized media coverage can help convince retailers to carry particular titles. (3) Comprehensive marketing plan.
MARKETING TO BOOKSTORES IF THE BOOKSTORE IS INTERESTED IN YOUR BOOK... See if they offer a consignment program. In this arrangement, the store carries a few copies of the book and if it sells, the author and store split the earnings -- at 50/50 or some other pre-determined rate. A few local consignment programs include: 1. Vroman's Bookstore, Pasadena, CA
MARKETING TO BOOKSTORES BOOKSTORES IN CALIFORNIA OFFERING CONSIGNMENT PROGRAMS: 2. Bookshop Santa Cruz, Santa Cruz, CA
MARKETING TO BOOKSTORES BOOKSTORES IN CALIFORNIA OFFERING CONSIGNMENT PROGRAMS: 3. Lyon Books, Chico, CA
MARKETING TO BOOKSTORES...WHAT S THE WINNING WAY TO DO IT? Ask the chain or indie bookstore if you can arrange an author event at their store. If the event generates a lot of buzz and interest on the book, bookstores are more inclined to stock the title.
MARKETING TO BOOKSTORES 4. AUTHOR EVENTS What s the most effective way to reach out and secure an author event? Contact the events coordinators, not the buyers or the store marketing managers. (And certainly do not use the webmaster contacts that you so often see on store Web sites. Many of them work for external Web maintenance companies and are not store employees.) Attempt to call the store first and ask for the events coordinator (if they re unavailable, ask for their contact information, i.e., e-mail)
MARKETING TO BOOKSTORES PITCHING AUTHOR EVENTS Remember that store events almost exclusively feature new books. Outline the presentation you re proposing. At Tattered Cover, an independent bookstore in Cherry Creek, authors usually talk about their books or the writing process for 30 minutes and then take questions. What would your event look like? Let the bookstore know.
MARKETING TO BOOKSTORES AUTHOR EVENTS For chain bookstores like Barnes & Noble, you can contact the community business development manager or store manager at any local Barnes & Noble store for consideration. Bookstores, chain and indie alike, are more inclined to host author events if they know that you will market the event yourself and can guarantee a certain amount of people who will attend. Ultimately, this is a great opportunity for you to develop direct relationships with bookstore buyers!
MARKETING TO BOOKSTORES...WHAT S THE WINNING WAY TO DO IT? Send direct mail, either on your own or through co-operative mailings, to independent and chain bookstores to raise awareness on your book.
MARKETING TO BOOKSTORES 5. DIRECT MAIL Going bookstore to bookstore and building direct relationships with booksellers is important but it can also be time consuming. In addition to meeting booksellers in person, participate in cooperative mailings that will allow you to market your book to thousands of bookstores. Reach has been and will continue to be an important driver of campaign effectiveness.
MARKETING TO BOOKSTORES IBPA S COOPERATIVE CATALOGS If you have less than 10 titles, consider participating in a co-operative mailing. IBPA offers a co-operative printed catalog that goes out quarterly to 1,100 IndieBound (independent) bookstores and 2,400 sellers and buyers sourced from Ingram (which includes big chain bookstores like Barnes & Noble).
MARKETING TO BOOKSTORES IBPA S BOOKSTORE CATALOG Each listing includes a title's genre, cover image, title name, author name, ISBN/price/ format, a 25-word description, wholesaler/distributor information, publisher name, website, and contact information.
MARKETING TO BOOKSTORES IBPA S BOOKSTORE CATALOG Like any other form of advertising, there are effective ads and ineffective ads. Ads that led to placement and sales looked like this
MARKETING TO BOOKSTORES IBPA S BOOKSTORE CATALOG If we take a closer look at this ad, there are a few things that stand out: We know it won an award. It s been reviewed by an industry magazine/site It s available through wholesalers/distributors that allow returns. These are key factors that help booksellers differentiate titles and drive them to purchase a particular book.
MARKETING TO BOOKSTORES AND LIBRARIES CLOSING THOUGHTS (1) There is more than one way to market your book, so don t just market it one way. (2) There are two sides to marketing: advertising (media exposure that is paid for) and publicity (media exposure that is not paid for). Both are valuable and necessary. (3) Marketing is an on-going project, not a one-time commitment.
MARKETING TO BOOKSTORES AND LIBRARIES QUESTIONS?