14 Tips for Making the Most of Your Multichannel Marketing Campaign
“Kids love the games, the additional material about the authors, videos and all the different interactive elements online that extends their book experience,” Lisa Holton, president of Scholastic Book Fairs, says.
5. Reach your target audience with interactive tools. “Delaying the Real World”—a book billed as a “Twentysomething’s Guide to Seeking Adventure”—touts the Web site www.DelayingTheRealWorld.com, featuring an e-card, an active message board and continual updates from a fellowship winner blogging from Cambodia. “Considering the demographic, 20-30 years old, the site turned out to be the perfect way to inform and connect with the target audience,” says Costanzo.
6. Be targeted with e-newsletters. “A lot of publishing companies bother people with endless e-mails,” says Deborah Shine, publisher of Star Bright Books, Long Island City, N.Y., which publishes children’s books. “I think there comes a point where that can have a negative effect.”
Costanzo says his company has a strict opt-in-only policy and that he won’t buy lists from third parties. “We only target people who have signed up to receive our messages,” he says. The policy has led to the company’s unusually high open and click-through rates.
7. Build a loyal subscriber base. “To build [our] database,” Henson says, “we have run many promotions over the past few years. We have offered book giveaways through outside organizations that are relevant to the title. ... We encourage our customers to sign up when ordering our products and when using our Web site. We do raffles at book shows and exhibits, again for book giveaways, and collect names for our e-zine. We advertise that certain specials and promotions, including book discounts, are only available to our subscribers. We have run blurbs about the e-zine in other health-related e-newsletters.”
8. Maintain a synergistic relationship with other departments. “Online marketing directors and managers for a mid-size publisher should make an effort to have early conversations with editorial, publicity and marketing about what efforts are planned for a book, so that a synergy of URLs, imagery, tag lines, etc., is developed to maximize offline/online awareness,” says Costanzo. “A book jacket, print ad, press release, etc., can really help bring attention to the online marketing on behalf of a title and vice-versa. ”
Matt Steinmetz is the publisher and brand director of Publishing Executive.