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Alaska Sea Grant Publications and
Marketing
…or, the
long and
winding road
You've got to be very careful if you don’t know where
you’re going, because you might not
get there. Yogi Berra
Break the mold, then break it
again and again. Lady Gaga
Explore strange new worlds, seek out new
opportunities and new techniques, boldly go where no Sea Grant
communicator has gone before!
We raised eyebrows in the National Office when we published our 1992 wall calendar, then an “outside the box” project. The calendar was conceived as a tool to introduce Alaska retailers to our educational products. Calendar sales to retailers were successful and were key to establishing a retailer mailing list. This tactic launched our successful marketing effort aimed at promoting a marine literate public.
By your products
Ye Shall Be known And serve the needs of
Your Constituents
When we published the calendar, we had two books with retail appeal. But we had made a commitment to produce many more lay-oriented marine education books and videos to pursue the Sea Grant goal of a marine-literate public.
Signature Series
Field guides and Wake!eld !sheries
symposium proceedings are Alaska’s two
signature book series. They create an
Alaska Sea Grant brand image among
different user groups.
Success breeds success
Alaska’s track record in publishing and marketing spurs unsolicited requests by scientists to publish their manuscripts. The books above are examples.
Seek and ye shall find.
Make your own luck. Keep antennae tuned in to detect book publishing opportunities, and pursue them. The books above all resulted from seizing unforeseen publishing opportunities.
Design is not just what it looks like and
feels like. Design is how it works.
Steve Jobs
Form follows function. We publish field guides with
structures developed by
scientists for scientists...
…sometimes resulting in unintended practical uses.
The things I want ���to know are in books. ���My best friend is the ���
man who'll get me ���a book I ain’t read.���
Abraham Lincoln
Effective promotion and ef!cient order ful!llment are
essential.
Getting our books into the hands of users
Nobody pointed out !that the Web itself !is a miracle. !—Dr. Dorian, Charlotte’s Web
We installed our first online catalog in the mid 1990s, when the World Wide Web was only a few strands woven. Today our online catalog yields thousands of sales and freebie send-outs every year.
We place our books with Amazon.com, Barnes & Noble, and other online booksellers.
www.barnesandnobl
National and international promotion and distribution of specially selected books is carried out through a joint marketing agreement with the University of Alaska Press, which in turn has a joint marketing agreement with the University of Chicago Press.
Mass mailing of our full-color, illustrated catalog to retailers each winter when they stock up for the summer tourist season yields orders for hundreds of books and videos.
We use mail.it to promote publications
and videos. We target announcements like
this one to specific customers according
to customer codes we’ve assigned to them in our database. Codes are based on previous
purchases, or expressed or otherwise known customer interests.
However beautiful ���the strategy, you ���
should occasionally ���look at the results.���
Winston Churchill
Anything that won't sell, I don't
want to invent. Its sale is proof
of utility, and utility is success.
Thomas Edison
1990 book sales: ~$5,000 2011 book and video sales: $113,000 In 2011, 26,000 new and preexisting educational items distributed worldwide.
Shopping Cart, Database wed.
Recordkeeping, impact tracking, and promotional
bliss ensues.
Customer information and product sales data
collected via shopping cart orders are automatically
fed into our Filemaker database.
Filemaker database includes a module to hold key information on each book
• Production cost • Formats of the book (hard copy, PDF, etc.) • Funding received • Dimensions, page count, weight • Retail cost • Means used to promote • Publication year • ISBN number • Author(s) • Awards • And more
Bargain Bundles
We offer “bundles” of books. Bundles may include a hard copy and PDF of the same title, and/or a new book at full price bundled with one or more related books at a discount. We’ve been pleasantly surprised at the number of people who opt to buy both a hard copy and a PDF of a given title.
Bundle order
People may buy a whole book, or specific chapters from our peer-reviewed conference proceedings.
Free and for-sale PDFs
boost distribution of educational
products.
Online PDFs
• 2009: A few PDFs, two downloads • 2010: More titles, 210 downloads • 2011: More titles, 1,362 downloads • 2012: 614 titles, 2,179 downloads
But are download numbers meaningful?
Beware of robots finding your PDFs and skewing your distribution statistics!
We distribute PDFs via a custom-built (in house) shopping cart which requires that a human being download the documents, thus subverting downloads by robots and other non-humans which skew distribution totals.
Don’t have in-house book publishing capacity?
Bring your publishing ideas to Alaska Sea Grant.
If you’ve got the
Money honey, we’ve
Got the time. (and talent)
Willie Nelson
Engage!