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Transcript 
Crossover Marketing
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
„Marketing is the methodology of communicating the
value of a product or service to customers, for the
purpose of selling that product or service.
Marketing techniques include choosing target markets
through market analysis and market segmentation, as
well as understanding consumer behavior and
advertising a product's value to the customer…
Marketing satisfies these needs and wants through
exchange processes and building long term
relationships. "
Wikipedia
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Marketing: Yesterday
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Marketing: Today
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Setting up a Marketing Strategy
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Define your goals
• Brand/Visibility
• Communication with Customers (Knowlegde)
• Selling Products
Research your audience and their channels
Define Strategy and KPIs/ROI
Define Budget and person(s) responsible
Go on!
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
The Marketing Circle
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Data driven marketing
•
•
•
•
Steffen Meier
Meta Data
Search Engine Optimization
Data Workflows
Store (apps / ebooks)
Optimization
Publishers Training Programme for Young Professionals (New Delhi) 2014
Finding Books: Past
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Finding Books: Present
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
(Meta) Data driven marketing
White Paper: The Link Between Metadata and Sales 2012
"Looking at the top selling 100,000 titles from 2011 we analysed the volume
sales for titles where either the BIC Basic or image flag was missing, and
compared these with titles where one of the flags were missing and titles
where both the BIC Basic and image flags were present."
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
(Meta) Data driven marketing
"The positive impact of supplying complete BIC Basic data and an image is clear. Records
without complete BIC Basic data or an image sell on average 385 copies. Adding an
image sees sales per ISBN increase to 1,416, a 268% boost. Records with complete BIC
Basic data but no image have average sales under 437 copies, but when we look at
records with all of the necessary data and image requirements, average sales reach
2,205. This represents an increase of 473% in comparison to those records which have
neither the complete BIC Basic data elements or an image."
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
The BIC Standard
•
•
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•
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•
•
•
•
•
Steffen Meier
ISBN
Title
Product form
Main BIC subject category
Imprint name
Publication date
Cover image
At least one supplier name
Availability status
GBP retail price including VAT
Statement of rights relating to UK
Publishers Training Programme for Young Professionals (New Delhi) 2014
(Meta) Data driven marketing
AppStore Optimization (ASO)
Interesting App. Important: The right Timing. App Store Meta Data (Title,
Icon, Screenshots, Keywords, correct Product Category).
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
If SEO is Marketing…think of mobile!
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Content marketing
Traditional marketing talks at people.
Content marketing talks with them.
Doug Kessler
Creative Director & Co-founder of Velocity, B2B marketing agency
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Storytelling instead of dumb selling
“People need stories more than bread itself.
They tell us how to live, and why.” Arabian Nights
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Trade marketing
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Trade marketing
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Prizing is marketing
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Prizing is marketing
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Prizing is marketing
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
The product is marketing
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Visibility marketing
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Viral / Guerilla Marketing
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Influencer Marketing
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Marketing: Author vs. Publisher
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Marketing: Examples
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Penguin USA: Mini book club meetings
with the author on Twitter
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
500 Pictures, 2.000 Tweets and 2.5 Million People reached
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
#dercircle Plattform: Instagram. 500.000 Follower Range. 20.000 Likes
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Reading Flashmob
Librileo: a new subscription service für children books.
The young company promotes reading and reading aloud in
families with many creative and exciting promotions
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
www.zehnseiten.de
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Publishers Preview monthly as Video-Trailer
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Hermann Schmidt Verlag: Beautiful typography on Pinterest
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Marketing: Bookstores
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
„Guess the book“
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
https://www.youtube.com/watch?v=6tjZhYl7oQU
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
The best marketing
Bookseller Dorothee Junck
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
It‘s a long way to Tipperary…
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
It‘s a long way to Tipperary…
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
Whatever you do:
• Don‘t interrupt! Tell interesting stories!
• Think everytimes on your goals!
• Look closely at your customers and
their channels!
• Communicate on eye level with
your audience!
• Be kind – show humor!
Life is bad enough…
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
One more thing about humor…
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
What are your experences?
Steffen Meier
Publishers Training Programme for Young Professionals (New Delhi) 2014
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