MARKETING: Boost sales with product promotions and partnerships

BY JENNIFER DESHLER, vice president, marketing and publishing process, gift, children’s and new media, Thomas Nelson

The year 2012 brought challenges and opportunities as store traffic decreased and online shopping and e-book purchases increased. But research shows that consumers still want the community that exists with retailers, and that allows us to think creatively about initiatives that can increase interaction and sales.

When thinking about new marketing and promotion opportunities, here are a few key components to consider:

Traffic: What areas of your store are most highly trafficked? For many, one is the gift section at the front of the store. Why not do a test and move several of your top gift books there as well? The impulse nature of that area will also likely lead to increased gift book sales.

What about your children’s section? Consider having publisher-supplied coloring sheets for top brands and conduct coloring contests for prizes.

Maybe create a scavenger hunt that parents can do with their kids—a fun way to introduce them to new titles or ancillary product around which you’re trying to generate buzz.

For grade school readers, post signage that lists the titles that have Accelerated Reader (AR) points, as parents are interested in purchasing books that accomplish the reading point requirements most schools have established through the AR program.

Placement: We cannot say enough about strong in-store product placement. At Thomas Nelson, we regularly see how merchandising and unique displays generate interest and increase sell-through.

Our J. Countryman spinner has been an industry leader, with an average of six turns and 60% increase in sell-through compared to stores without the display.

Our yearlong KJV400 campaign, commemorating the 400th anniversary of the King James Bible in 2011, offered dedicated retailer solutions, including merchandising, online and print advertising resources, with an anniversary product offering that allowed the campaign to be shared directly with consumers through retailers.

Social media: Being engaged with customers online is no longer a luxury; it’s a necessity. Ask publishers to send you quote images [quotes with illustrations] from their books that can be posted on your Facebook page, as these have proven successful in increasing “shares” and new “likes.” Use the tools of Facebook and Twitter to provide information about store updates, coupons, exclusive online promotions and limited-time offers.

Create an online book club and ask authors to participate. Social media outlets should be seen as a place to test ideas that are challenging to implement in-store or on your store website, and as a gathering place for building community around your brand.

Local partnerships: While online engagement is highly effective, being a part of your local community builds in-person relationships that can’t be matched or substituted.

Consider starting or participating in a book drive that benefits low-income families, or join in with community yard sales and offer one- or two-day sale tables to move clearance inventory and meet potential new customers.

Cause marketing: Retailers can create loyalty and relationships by supporting a local or national cause.

Whether giving books away to those in need (Superstorm Sandy left many schools and families without books), donating a portion of proceeds from specific books or gift items to a national charity, or building your own team to participate in a race or food drive, the efforts will have a double impact.

The year 2013 will bring new adventures for retailers and publishers. We are excited to be on the journey alongside you!

Thomas Nelson won four Retailers Choice Awards last year, including the award for its KJV400 Bible marketing campaign.

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