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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 • • • • • • • • • • • 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