Recently I was reading about a new online marketing scheme called Amazon Bestseller Campaigns. I found the idea interesting. Basically, independent marketing consultants charge authors about $2,700 for their Bestseller Campaign courses, guaranteeing the author’s book will be on Amazon’s bestseller list within 38 days. The authors ultimately learn that they should e-mail about 300,000+ people. These select many will be offered free bonuses such as e-books and audio files of seminars if they agree to buy the book on the day selected for the campaign. If enough people end up buying the book, the Amazon sales ranking of it will rise quite high, usually to the bestseller list!
This seems too good to believe, and I think it is. Amazon updates their bestseller rankings hourly. This technique may be successful in having your book near the top for a few hours or even a day, but if it isn’t selling consistently (which it probably won’t) it will slip right back down very quickly. It will also ruin the chances of your book being recommended to people who actually want to read it, as it will just be lumped into a category with other books who attempted to rig the system and beat the list.
Amazon Bestseller Campaigns may seem like a good idea in theory, but they don’t really seem worth it. Unless an author merely wants to be able to add that their book was an “Amazon bestseller” to a résumé, their money and time could probably be better spent marketing their book in other, longer lasting, ways.
Sunday, January 31, 2010
Friday, January 29, 2010
brand marketing vs. product marketing
Brand marketing focuses on building the name of the company or brand so people will want to buy it. Product marketing puts the emphasis on a specific product for purchase. Nike makes shoes. People will probably buy a pair of shoes because they think Nike has a reputable name (brand) and not because they know anything about the specific style of shoes (product) they purchase. I think in most cases people rely on the brand, rather than the product.
In the world of book publishing, I feel this is a little different. Though the publisher is obviously a very important aspect of the book, rarely does the average consumer take this factor into account. I worked in a bookstore for a while, and I don’t think anyone ever came in requesting the brand rather than the product. The only brand I can really think of that people asked for by name was Harlequin, who are unique in the publishing world by having their brand represent them more than their products do.
I think publishing is a little different in that the publishing company is less the brand than the author or series. Using these aspects as a brand rather than the company name works for them. I would consider this brand marketing. Product marketing is also very focused upon. Generally a great deal of hype can be generated about a new book and people will buy it. The hype is not about “Simon and Schuster” but about “how I can lose forty pounds in three days.” I think this is a way of product marketing.
I think brand marketing by using the author or series name, rather than the publishing company name, is probably the most effective. The average person doesn’t care about the publisher and I feel that most people rely on what they know, rather than venturing into an unknown book or author through mere product marketing.
In the world of book publishing, I feel this is a little different. Though the publisher is obviously a very important aspect of the book, rarely does the average consumer take this factor into account. I worked in a bookstore for a while, and I don’t think anyone ever came in requesting the brand rather than the product. The only brand I can really think of that people asked for by name was Harlequin, who are unique in the publishing world by having their brand represent them more than their products do.
I think publishing is a little different in that the publishing company is less the brand than the author or series. Using these aspects as a brand rather than the company name works for them. I would consider this brand marketing. Product marketing is also very focused upon. Generally a great deal of hype can be generated about a new book and people will buy it. The hype is not about “Simon and Schuster” but about “how I can lose forty pounds in three days.” I think this is a way of product marketing.
I think brand marketing by using the author or series name, rather than the publishing company name, is probably the most effective. The average person doesn’t care about the publisher and I feel that most people rely on what they know, rather than venturing into an unknown book or author through mere product marketing.
Saturday, January 23, 2010
Amazon makes me feel dirty...
This blog is about my love/hate relationship with Amazon. I hate that they basically have a monopoly on bookselling and hurt not only other online retailers, but actual bookstores. At the same time, using them is so easy and convenient; it is hard to say no. I liken it to my relationship with Walmart. I don’t like shopping there and I don’t really like the company, but until I can afford to buy all the groceries I need at Safeway or Publix, I will shamefully take advantage of what they have to offer.
Recently, I had an issue with Amazon. I ordered a used book for a class, which was supposedly shipped on December 30th. I logged in to see why it was so delayed and realized that the delivery date range was anywhere from January 4th to January 21st. Until this day, I could not file a claim about the order. I waited and waited. I was not surprised when, on the 21st, it had yet to arrive. I sent a very strongly worded e-mail and received a prompt response, telling me I would be fully refunded. It also told me that the company was currently out used versions (inexpensive versions) of this book.
I decided Amazon and I were through. I began checking local bookstores, but the book was on backorder everywhere from Powell’s to Barnes and Noble. In the end, I still ordered it from Amazon. I ordered it new and had to pay for two-day shipping.
So, I spent $40.00 plus shipping on a book I initially thought I was getting a great deal on. I spent more money and I am three weeks behind in my reading. Yet, I had no choice but to feel cheap and used and turn back, with open wallet, to the company who had recently screwed me over. I have learned, love it or hate it, there is no escaping Amazon.
Recently, I had an issue with Amazon. I ordered a used book for a class, which was supposedly shipped on December 30th. I logged in to see why it was so delayed and realized that the delivery date range was anywhere from January 4th to January 21st. Until this day, I could not file a claim about the order. I waited and waited. I was not surprised when, on the 21st, it had yet to arrive. I sent a very strongly worded e-mail and received a prompt response, telling me I would be fully refunded. It also told me that the company was currently out used versions (inexpensive versions) of this book.
I decided Amazon and I were through. I began checking local bookstores, but the book was on backorder everywhere from Powell’s to Barnes and Noble. In the end, I still ordered it from Amazon. I ordered it new and had to pay for two-day shipping.
So, I spent $40.00 plus shipping on a book I initially thought I was getting a great deal on. I spent more money and I am three weeks behind in my reading. Yet, I had no choice but to feel cheap and used and turn back, with open wallet, to the company who had recently screwed me over. I have learned, love it or hate it, there is no escaping Amazon.
Friday, January 22, 2010
Is Targeting the Consumer Worth It?
After our discussion about the publisher websites in class, it is hard for me to think of a reason why publishing companies still target the end consumer on their sites. I don’t think I’ve ever ordered a book for personal or academic use online that wasn’t through Amazon, and I’m fairly certain the average person could say the same. Honestly, the only times I’ve visited publisher websites is when I worked at a bookstore and when I’ve had to explore them for class assignments.
I suppose one of the reasons the websites try to sell their books to the end consumer is simply the fact that if one publisher offers this service, other publishers feel they must do the same. On the whole, I feel that a publisher website serves more as an information base than a place to purchase books. It’s almost like having an interactive catalog of what the company offers. These websites do feature things like articles about authors, upcoming titles, and other extras that Amazon lacks. Some people might enjoy having this additional information, and in the process of seeking it may decide to go ahead and order a book. I’m not sure how often this actually happens, though.
On the whole, I don’t think publishers can expect to see any growth in their website sales. I’d say they would probably see a continuing decline. I would think that this should influence their decision to continue their online selling services, but at the same time I don’t think offering the service really puts them out too much. If they can sell a few books this way, that’s great. I just don’t think they should expect or rely on it much now or into the future.
I suppose one of the reasons the websites try to sell their books to the end consumer is simply the fact that if one publisher offers this service, other publishers feel they must do the same. On the whole, I feel that a publisher website serves more as an information base than a place to purchase books. It’s almost like having an interactive catalog of what the company offers. These websites do feature things like articles about authors, upcoming titles, and other extras that Amazon lacks. Some people might enjoy having this additional information, and in the process of seeking it may decide to go ahead and order a book. I’m not sure how often this actually happens, though.
On the whole, I don’t think publishers can expect to see any growth in their website sales. I’d say they would probably see a continuing decline. I would think that this should influence their decision to continue their online selling services, but at the same time I don’t think offering the service really puts them out too much. If they can sell a few books this way, that’s great. I just don’t think they should expect or rely on it much now or into the future.
Sunday, January 17, 2010
Kindle: friend or enemy?
A good friend of mine received a Kindle for Christmas. He seemed very surprised when I didn’t share his enthusiasm about it. I must admit that I don’t like the Kindle. I guess it’s less that I don’t like it and more that I don’t really understand what missing function it serves.
I love my books, and being able to see them and touch them and go back to old passages I’ve marked makes me happy. One of my favorite things since childhood has been going to a bookstore and looking at covers, picking up books and reading their descriptions, and choosing the ones I wanted to take home with me so I could explore them indefinitely. The book is such a primitive sort of form, but one that has worked successfully for so long that it doesn’t really need changing.
My friend always says, “but now I can read on the Subway!” I am confused by this. iPods and CD players make sense to me, as it would be difficult to carry around a stereo system. Books are already portable. There is rarely a time I don’t have one on me, and aside from the two months I was lugging Atlas Shrugged everywhere, I’ve never had much of a problem. I also fear some of my favorite reading spots may be dangerous to a delicate piece of equipment.
It seems more expensive to invest in a Kindle than to just invest in many books. I don’t want to pay $300.00 so I can pay $9.99 for the e-book when I could own a physical copy for $12.00. I know some books are free, but this is not enough to entice me.
I guess the only main advantage to a Kindle I can think of is storage space. This isn’t really an issue for me. Even though my apartment is tiny, it would feel empty to me without my books.
I’m curious to know how others in this program feel about the Kindle. I’ll openly admit I’m a bit anti-new technology. I like books I can touch and records and dark room photography. Maybe I’m just nostalgic, but I think the Kindle seems silly.
I love my books, and being able to see them and touch them and go back to old passages I’ve marked makes me happy. One of my favorite things since childhood has been going to a bookstore and looking at covers, picking up books and reading their descriptions, and choosing the ones I wanted to take home with me so I could explore them indefinitely. The book is such a primitive sort of form, but one that has worked successfully for so long that it doesn’t really need changing.
My friend always says, “but now I can read on the Subway!” I am confused by this. iPods and CD players make sense to me, as it would be difficult to carry around a stereo system. Books are already portable. There is rarely a time I don’t have one on me, and aside from the two months I was lugging Atlas Shrugged everywhere, I’ve never had much of a problem. I also fear some of my favorite reading spots may be dangerous to a delicate piece of equipment.
It seems more expensive to invest in a Kindle than to just invest in many books. I don’t want to pay $300.00 so I can pay $9.99 for the e-book when I could own a physical copy for $12.00. I know some books are free, but this is not enough to entice me.
I guess the only main advantage to a Kindle I can think of is storage space. This isn’t really an issue for me. Even though my apartment is tiny, it would feel empty to me without my books.
I’m curious to know how others in this program feel about the Kindle. I’ll openly admit I’m a bit anti-new technology. I like books I can touch and records and dark room photography. Maybe I’m just nostalgic, but I think the Kindle seems silly.
Friday, January 15, 2010
Publisher Websites
After exploring several big publishing house websites, I found rather quickly that they were either very good or a bit confusing.
One of the sites I was most impressed with was Simon & Schuster’s. Their main page features new releases, best sellers, author appearances, and other news about the company. This front page alone hits several different audiences with different reasons for coming to the site. I found the site extremely easy to navigate, which is something that cannot be said for many of the sites I looked at. The top of the page contains not only a bar with different links to find what you are looking for, but also an area to search the site. On the link to categories, virtually every audience is covered, from teens to Latino interest. Links to authors, books, community, and multimedia are also covered. You can also easily purchase books directly from the site. Simon & Schuster does a good job catering to their various audiences by having such a multifaceted and user-friendly website.
One of the websites I didn’t think did as good a job was Random House’s. Upon going to their page, I immediately accidentally clicked on a little popup for the Random House Speakers Bureau about “booking an author for your next event”, which I think almost every audience would find annoying. Upon navigating back to the page, I felt completely overwhelmed with information. Simon & Schuster had a great deal of info on their main page, but it was spaced neatly and coherently, so it was easy to process and find what you were looking for. Random House’s site featured so many pictures that I wasn’t sure where to look first. On top of this, many of the pictures were extremely blurry and poor quality. I think something could easily be done about this. The Random House site also features many subject categories for different audiences to explore, but they are in an almost complete list on the sidebar, rather than the less overwhelming pull down menu featured on other sites. Random House has many great topics and books featured on the page, but it is such an overload of information it doesn’t seem accessible. I don’t think the average audience member for this page would enjoy it. I didn’t.
As a consumer of books, I think the main things the audience looks for in a publisher’s website are a wealth of information, organization, ease of navigation, and accessibility. Simon & Schuster’s site did a great job with this, but Random House’s site could do much better.
One of the sites I was most impressed with was Simon & Schuster’s. Their main page features new releases, best sellers, author appearances, and other news about the company. This front page alone hits several different audiences with different reasons for coming to the site. I found the site extremely easy to navigate, which is something that cannot be said for many of the sites I looked at. The top of the page contains not only a bar with different links to find what you are looking for, but also an area to search the site. On the link to categories, virtually every audience is covered, from teens to Latino interest. Links to authors, books, community, and multimedia are also covered. You can also easily purchase books directly from the site. Simon & Schuster does a good job catering to their various audiences by having such a multifaceted and user-friendly website.
One of the websites I didn’t think did as good a job was Random House’s. Upon going to their page, I immediately accidentally clicked on a little popup for the Random House Speakers Bureau about “booking an author for your next event”, which I think almost every audience would find annoying. Upon navigating back to the page, I felt completely overwhelmed with information. Simon & Schuster had a great deal of info on their main page, but it was spaced neatly and coherently, so it was easy to process and find what you were looking for. Random House’s site featured so many pictures that I wasn’t sure where to look first. On top of this, many of the pictures were extremely blurry and poor quality. I think something could easily be done about this. The Random House site also features many subject categories for different audiences to explore, but they are in an almost complete list on the sidebar, rather than the less overwhelming pull down menu featured on other sites. Random House has many great topics and books featured on the page, but it is such an overload of information it doesn’t seem accessible. I don’t think the average audience member for this page would enjoy it. I didn’t.
As a consumer of books, I think the main things the audience looks for in a publisher’s website are a wealth of information, organization, ease of navigation, and accessibility. Simon & Schuster’s site did a great job with this, but Random House’s site could do much better.
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