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Promoting Soup to Nuts
1. Overall marketing strategy. The publisher's plans and objectives for extablishing a successful niche in the marketplace. 2. Product features. As part of establishing an image in the marketplace, a systematic approach to product development and creation should be developed, which helps to maintain market share. 3. Delivery systems to reach the customer. A clear understanding of the end customer, and all the ways to reach that customer, either by retail, wholesale, direct, or other channels. 4. Customer buying characteristics. This is the most important consideration - who are the customers, what motivates them to buy, where and when do they buy, and who and what influences their purchasing decision. The following questions help define the effectiveness of the marketing operation of a publishing company: 1. Is there a true marketing strategy, understood fully and communicated through the company? 2. Is there a long-range marketing plan and is marketing included in major planning decisions? 3. Does the company have a sound understanding of who the wholesale and retail customers are, and more important, who are not customers and why? Has the company performed a target market analysis? 4. Has the company identified all its possible traditional and non- traditional markets and estimated their potential? 5. Can the company objectively compare what it is doing with the publishing program of it's competitors? 6. Has the company tested the validity and competitiveness of its pricing? 7. Is the advertising message imaginative and clear; does it differentiate successfuly the publications of the company from those of the competition? 8. Are advertising and other promotional methods tested for cost effectiveness and results? 9. Are the publications designed and packaged in a way that will attract the customer? Does the company try to establish brand loyalty? 10. Are the publications distributed in the most efficient, cost- effective manner? Are there any distribution channel conflicts? 11. Do the selling skills required to market the publications exist in the company? 12. Is the sales force well managed in terms of control, evaluation and motivation? Okanagan Bookworks | books@booksokanagan.com | 250.870.2690
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