DIRECT SALES: Never Mind the Big Etailers?
25 Tips from Five Publishers on Selling Direct to Your Customers
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Sell books as part of a wider range of products. Publishers are uniquely qualified to target consumers with multiple related products that complement each other. Much more than a website algorithm telling you what people who bought your book also bought, a publisher's specialized expertise can be brought to bear in bundling or cross-promotion. For Ogden Media, this means approaching consumers with the right mix of products (including print, web, e-commerce and events) tailored to a particular interest. "Since our brands are projected across all these media we believe customers are more confident in our products and, therefore, more likely to acquire content from us than elsewhere," Welch says.
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James Sturdivant
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