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Categories: Book printing >> Printing Blog
Direct Marketing Materials within Book Printing
Origin:Image Printing  Data: 4/12/2011  Keywords: Materials within Book Printing

The schools market within Book Printing is ideal for the direct marketing of books and new media, since schools may buy multiple copies with repeat purchases direct from the publisher.

Discounts are given by quantity rather than to any intermediary. Consumer publishers rarely solicit direct orders because most are unable to identify readers and addresses, and many of their books are priced for the retail outlets, too low for their distribution systems to supply one paperback book cost effectively by mail order. The direct marketing vehicle may be a space advertisement, an insert in a magazine or book, a mailed item (a catalogue or leaflet and personalized letter) or an email. Whatever the means, the promotion controller encourages direct purchase (sometimes by special offers) and includes a response facility which eases ordering and payment (by freepost, telephone, or email, and using a credit card) or which facilitates, for example, a journal subscription via the library. By assessing the response rates, direct marketing allows the statistical testing of the effectiveness of different offers and creative approaches (such as the design of the envelope, letter and leaflet), their timing and frequency, and of the vehicle. The mailing list is of prime importance.

It should be accurate, up to date, and appropriate for the product. List brokers may be used, lists are rented or acquired free, and are tested initially. Lists may be gathered from firms which specialize in constructing lists in educational, academic and professional areas, from associations, journal subscribers, and conference delegates, and from authors. In time the best lists are the publishers own, built from successive sales and recorded and coded into the publishers own database or customer relationship management (CRM) system. Sometimes they are rented from, or to, other publishers. The most likely customers are targeted regularly with the most appropriate titles, and varying amounts are spent to acquire and keep different levels of customer.

Do not limit your pitch to the top twenty hardcover book printing houses. Hundreds of magazines are out there. If someone sees your name in a trade publication, your quotation in the newspaper, your article in a small magazine, and finally your interview in Entrepreneur, then your name will jump off the page at them and will be burned into their memory. Follow up improves results. When you send a review copy of your book or a news release to a periodical, it never hurts to follow up with a telephone call. There is nothing wrong with calling - just do not make a counter-productive pest of yourself. Simply ask if the book has been received. If not, get a name and send another and then call again.

Reviewers know that many books get ripped off in the mailroom (and sold to a used-book store) and never get upstairs to them. Check the Categories for types of books wanted. Most are for Romance fiction. Should you pay for a review? Hear the opinions of various book-industry leaders on Dan Pointer's Publishing Pointers Radio.


 
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As a professional book printing factory in China, Image Printing Packaging Ltd focus on book printing and packaging printing mainly for oversea and domestic customers. We are located in Shenzhen city, the book printing and packaging printing industrial center of China and even worldwide. Please be kindly note we offer a wide range of professional customed printing service with aggressive prices
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