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Wanted - Creative Ideas For Marketing A Book Covering Machine
Posted By: Titch on 6/13/2006 7:55 AM (CST) 500 Points
We sell a book covering machine that can covers books with a protective plastic cover that custom fits any size book with a protective jacket. All the customers need is a machine and any one of three different size covers.

Our market is divided into 3 sectors:

1. Schools
2. Libraries
3. School Book shops

Up to now we simply sent out an A5 Flyer outlining the benefits of the machine accompanied with one of our covers. This was successfull. However, we now need to create a new Direct Mail campaign to stimulate interest from slow adoptors. Has anybody got some good direct marketing suggestions that we can use to generate an interesting direct mail piece?

Posted by: W.M.M.A. Member Response
6/13/2006 8:07 AM (CST)
In which areas was it successful?
What is considered successful?
Why do you believe DM is still the right way to go?

Randall
WMMA
 
Posted by: Titch Author Response
6/13/2006 8:18 AM (CST)

Very successful with Schools & Bookshops, not so successful with Libraries.

Successful from a Direct Mail/response is to get a response whereupon we can arrange a demonstration. We currently get just .07% on DM Post and believe we can do better!

Well we did Fax marketing and continue to do so as it too was hugely successfull. However, we need to reach those whom we do not have on our fax list.

Emailing will just not work as no lists worth their salt is available.

Finally post via DM because we can show the product physically
 
Posted by: ShannonD* Accepted Answer
6/13/2006 9:17 AM (CST)
Titch,

With the product your carrying having such a speciality audience, I would high suggust that if you think DM is the way to go, you should have a VERY good follow up plan. You should be following up with a very good business letter, and then with a follow-up phone call. This will increase your ROI percentage on the DM. You sound like you already have your method of list generation, so I would focus on building your tactics around your follow-up proticol. The average DM follow-up percentage ranges from 2%-5%. Follow-up take you to the next level with Phone calls taking you up to 10%-20%. E-mails help greatly, but if you can't access them, then I would focus on keeping your fax program strong and following up with them as well.

A DM is very difficult with your product line. I deal practically with the same type of situation. The only productive way I've found have been staying face to face. Start by getting your phone calls and E-mails out to set appointment, then get in there and sell your butt off.

How many sales people do you have for your product? Are you starting with a regional focus? You should go from state to state with your campaign, focusing on your targets and having your sales people meet with everyone that would be interested. As a past teacher, I know you should be careful to consider budget planning times for teachers. I would be getting in as early into the fall and winter as I could . Spring usually turns into a planning season for the following year and most larger decisions get made then.

You've done Schools and Bookshops, but no success with libraries. Have you considered churches? They are always trying to preserve something or making church annuals, cookbooks, and other materials. Just a thought

Good luck!

Shannon D
 
Posted by: MANSING Accepted Answer
6/13/2006 9:30 AM (CST)
Hello Titch,

As per the given description, I would say first start with SWOT analysis and Porters Marketing forces which will define your environment for 1. . Schools 2. Libraries 3. School Book shops. As you said the marketing strategies were effective toward Schools, School Book Shop and not effective towards Libraries.

As you mentioned the benefits of Direct Marketing are, you are able to show product physically. As I know the direct marketing is a discipline within marketing that involves the planned recording, analysis and tracking of individual customers. Direct marketing is a form of marketing that attempts to send its messages directly to consumers, using "addressable" media such as mail and email.

As I know that in direct marketing, the marketer contacts the potential customer directly, but in direct response marketing the customer responds to the marketer directly. To increase your sale, I will suggest you for direct sales technique. The function of professional sales is to generate and close leads, educate prospects, fill needs and satisfy wants of consumers.

To target library you can apply for the door to door demostration as the percentage of libraries are less than schools aroung the world. Other promotional techniques for the sale of Book Covering Machine will be include advertising, sales promotion, publicity, and public relations. They try to achieve a direct response via television presentations. Viewers respond via telephone or internet, credit card in hand. Other media, such as magazines, newspapers, radio, and e-mail can be used to elicit the response, but they tend to achieve lower response rates than television.

I hope this will help!

Regards,

M Bhor
 
Posted by: DR Hitch* Accepted Answer
6/13/2006 9:47 AM (CST)
Your slow-adopter segment is "libraries" as you've self-analyzed. OK......now the question is "how to market to libraries"? and "what is their top-10 list of reasons to invest in a piece of equipment or your service?

1) If they're buying the book cover machine, I would think that an advertising campaign to libraries might include:
--extends the lifetime of any book by 10X
--prevents damage to good books from environment
--doesn't damage book itself; can be recovered
--plastic covers can be customized such as "property of XYZ library"

2) If you're doing this as a service (outsourced) from the slow-adopter library market
-- we ensure the safe transport of your book to our facility
-- fast turn-around to get book back on shelf
--insured against loss of your book, etc.

Lastly, direct mail may be OK, but I'd send each library a complementary copy of some cheap book such as "how libraries can save money"......and then cover that book with your cover material with pre-printed advertisements for your company.
 
Posted by: rbauman* Accepted Answer
6/13/2006 10:00 AM (CST)
SInce you identify the slow adopters as libraries, and I assume you mean public libraries, try a mailer offering some type of special promotion to non-profit libraries. You might offer some number of book covers for free with the purchase of a covering machine.
 
Posted by: Frank Hurtte Accepted Answer
6/13/2006 11:06 AM (CST)
I suggest changing your approach to libraries. Instead of trying to sell them the machine, ask them if they would like to have one if you can find them a business or individual willing to purchase it for them. Then, point your marketing at foundations who reguarly make donations to libraries.

 
Posted by: nitto_gtehnik* Member Response
6/13/2006 11:58 AM (CST)
First, eventhought you have decided 3 sectors of market, you still need to know and decide target audience (target consumer). If you want to make direct mail as your marketing strategy, who will you send it??Have any idea? It would be much better, if.....you send direct mail...to people who have passion or interest with your product. Or, my suggestion, you can make a promotion,touch the cimmunity, i'm sure that there are lots of community that related with your product.First of it, you can be a sponsorhip. Wow...it would be much effective. They will create word of mouth...and Wow...again...your product will be success. Good luck.

Nitto
 
Posted by: Chad Kerlegan* Accepted Answer
6/13/2006 12:39 PM (CST)
Hi Titch,

It's Chad, Frank Hurtte has come up with a good strategy...something else to consider is this.

Libraries may have a hard time buying in because they have tens of thousands of books. Not sure about you, but the task of removing, prepping, wrapping and running 10,000 books through the machine and then re-stocking them correctly is kind of daunting. Yes it can be done and if you know how to do it where it doesn't require a full time employee, then show them that.

But that's not the answer you're looking for.

You wanted a better way to market to libraries. Here goes. Send a sales letter to your target libraries and say something like,

"Local libraries are invited to test a new method to protect books from, dirt, grim, grease, food, gum and coffee spills for the next 30 days at no charge or obligation"

And parlay that with Franks Idea and you could be delivering these things like FTD does flowers.

It would sound something like,

"Local libraries are invited to test a new method to protect books from, dirt, grim, grease, food, gum and coffee spills for the next 30 days at no charge or obligation. And if you' love it, we'll get our sponsors to buy it for you."

Limited sponsorships available, call now to get your sponsored machine. 555-5555

This method might help you identify prospects. Libraries wouldn't respond if they didn't have some thought about needing this machine.

***Switching gears...or maybe you can stick with schools and bookshops since it's already working.

Best Wishes
Chad
 
Posted by: mbarber Accepted Answer
6/13/2006 8:54 PM (CST)
Gidday Titch. I'm going to offer a different perspective as an additional line of thought for you to consider.

There is a reason why Libraries are 'slow adopters'

Some entities that might benefit from the product or service on offer don't have a need for the product or service

Just because an entity could use a product or service doesn't mean that they require it

So, what exactly is the need the library has? From their point of view, not yours.

When you look at the resources available to libraries there is a well established pattern over the years that suggests continued underfunding and continued low usage by the community.

My recommendation might be that rather than try to sell a library a machine (given their lack of funding resouces and lack of available personnel who can commit the time), you consider approaching this segment with a VERY DIFFERENT business model.

So YOU do the service for them. You target libraries offering to wrap each of their new books each month for a lower fee. You create a mobile service and attend the library each month, wrap their latest books and give them an invoice. Over time as older and damaged books are removed from circulation, your wrapping of books becomes more prominent. I would not try and covert them into customers for the purpose of them doing everything themselves for everyone of their books. Too costly and time consuming.

Taking a quote from a great book 'Make them an offer they can't refuse'.
 
Posted by: Titch Author Response
6/14/2006 2:13 AM (CST)
Hi Guys,

Let's explore this more:

ShannonD: I agree with regional focus but Sales peolpe are expensive and I just need some innovative method in conjunction with telemarketing that instigates a more focused response from the client. Hence me search for some more unique mailing piece, any suggestions what this piece could contain or theme?


douglas.hitchcock: Like the idea of giving them a book. But remember we are dealing with Librarians not marketing/business people, I think you suggested book would be considered "tacky and cheap". Any other suggestions on Book choice...good line of thought!

Any other thoughts on an interesting approach for schools also welcome
 
Posted by: ShannonD* Member Response
6/19/2006 3:11 PM (CST)
I think a simple two page cataloge would be the best way to go. Glossy finish if you can. Front page needs to be your product jumping off the page. The front page needs to include your contact information, and any promises you will make. The next page needs to be a couple different views and uses for your product. The third page needs to be examples of your books covered, and possibly showing protection from things you offer such as dirt and spills. The last page needs to focus on your product, how to contact you, and your guarantee.

If you want to just do a postcard, I would do a glossy with your product on the front but maybe center it where the card has to be turned to see. Or try vibrant colors. Post card creativity doesn't get to exciteing unless you try different card forms. Possibly a larger postcard or some card stock folded like a book with your information in it. Possibly use some of your cover for the outside of the card?

Good luck once again!

Shannon D
 
Posted by: darcy.moen Accepted Answer
6/23/2006 12:51 AM (CST)
I think I know why Libraries are slow adopters. Any dollar spent on a cover or covering machine is one less dollar for book aquisition and staff salaries. Libraries are funded by civic government, and they are always cheap or make you justify every expense. Work the charities or consider a leasing program or machine rental program to extend the life of the books. Perhaps Libraries will buy that arguement easier.

Darcy Moen
Custoemr Loyalty Network
 
Posted by: Titch Author Response
6/23/2006 6:42 AM (CST)
Thanks everyone for your input. I will share all the points between answers that I think at least helped with my thought process.
 


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