sales and marketing strategies for publishers driven by experience, connections and credibility

Transcription

1 sales ad marketig strategies for publishers drive by experiece, coectios ad credibility Bosto Oxford são Paulo New Delhi Beijig pcgplus.com

2 Cotet kows o boudaries As a publisher, a major goal is to expad your readership ad exted your ifluece, but where to start? How do you uderstad ad serve diverse users ad decisio makers i emergig coutries aroud the world? How do you eve kow who to reach out to? PCG ca simplify your global sales strategy For over 20 years, PCG has bee coectig academic ad professioal publishers to the worldwide library commuity, with a comprehesive rage of specialized sales, marketig ad research services. Whether it s focus groups with microbiologists, coferece exhibits i the Ukraie or library visits at remote uiversities i Ecuador, PCG has bee there. Our bleded ad customizable programs will help you avigate your target market, icrease your sales ad globalize your audiece, o matter how treacherous the jourey. PCG services Ssales Local represetatio Multiligual outreach Lead geeratio Customer service Marketig Promotioal campaigs Collateral materials Coferece exhibits Library relatios Rresearch Gap aalysis Focus groups Surveys Strategic cosultig

3 ANALYSIS CUSTOMER NEEDS Gap aalysis Library visits Focus Groups DEVELOP A PLAN Marketig strategy Sales projectios SWOT DEBRIEF Measure ROI FOLLOW UP AND Set priorities Develop tactics Purchasig treds Customer profiles Sales program marketig IM PLE MENT Lead geeratio THE PLAN Market segmetatio ANALYZE THE RESULTS Visit pcgplus.com to dowload our free idustry white papers ad research reports: Treds i Joural Subscriptio Reewals ad Cacellatios Over the Last Five Years Aual Library Budget Survey Scholarly ebooks: Best Practices to Ecourage High Usage Scholarly ebooks: Uderstadig the Retur o Ivestmet for Libraries

4 SaLeS > Deploy a global Sales Force Global represetatio You wat to grow your busiess ad create ogoig relatioships with key decisio-makers, but staff limitatios, maagemet time ad overhead costs stad i the way. PCG ca be your dedicated sales force. Our experieced library-facig sales staff has egotiated millios of dollars i ew reveues for our publishig cliets. Our team will develop a sales pla to meet your objectives i key territories, coduct prospectig activities, visit decisio-makers, egotiate terms, secure sales ad maage orders. regioal Accout Maagemet PCG s local represetatio services i Lati America, idia ad Chia offer programs that ca miimize costs, ucover ew sales ad provide customers easy, direct cotact with your orgaizatio. We are well positioed i emergig coutries to geerate leads ad sell to academic libraries, govermet agecies, corporatios ad library cosortia. Customer service Our local office serves as your cotietal address, creatig a earby presece for your compay. You ca build closer relatioships with your overseas customers by establishig commuicatio i their ative laguage. We will aswer icomig iquiries regardig pricig, product cotet, access, article submissio ad claims. PCg will: sell to libraries, cosortia ad ed-users Upsell existig subscribers Grow your customer base Promote special offers ad trials PCg will: speak to your prospects i their laguage durig their workday visit your curret ad potetial istitutioal customers Work with local third party vedors Negotiate with regioal cosortia report o market treds Atted regioal cofereces

5 marketig > Motivate your target audiece We will idetify the most appropriate istitutios to target ad coordiate every aspect of your promotio to geerate ew sales. Because we coduct busiess i te laguages across five cotiets, we ca tailor your pla to match local eeds, from ad telemarketig to collateral, social media, PR ad coferece coverage. Lead Geeratio Telemarketig Whether you already have a list of prospects or eed us to idetify istitutios potetially iterested i your publicatios, we will locate the decisio-maker withi each library, itroduce the uique beefits of your publicatio ad hadle all the follow up ecessary to secure ew sales. PCG will: Expad the awareess of your publicatios. Ecourage librarias, academics, ad researchers to iitiate subscriptios Grow traffic to your digital cotet Free Trials Promotio Based o your curret customers, we develop prospect lists of istitutios, library selectors or faculty members ad ivite them to review your titles. Ifluecers at targeted istitutios will have the opportuity to evaluate your cotet, icreasig the likelihood of a ew subscriptio. Faculty Marketig We solicit submissios for your publicatios amog respected researchers i their field while geeratig greater awareess for your product. We also collect iput from these high profile researchers which ca be itegrated i your editorial strategy. Lapsed Subscriber Campaigs PCG directly cotacts your list of lapsed subscribers aroud the world i their ative laguage to collect extesive feedback to icrease the likelihood of recapturig their subscriptios. We also gather detailed iformatio about libraries Lapsed selectio Joural process, Subscriptios so you ca better address their cocers.. 60% 50% 40% 30% Reewal Treds Lapsed Joural Subscriptios Reewal Treds % 10% % Reewed % Pedig % Cacelled

6 RESEARCH > Idetify log-term opportuities Before you ca devise ay editorial, marketig, pricig or cotet delivery strategies, you eed useful market itelligece. Our idustry veteras, draw from the raks of librarias, scholarly publishers ad researchers, kow which questios to ask, who to ask ad how the aswers ca help you. Library Advisory Board ad Focus Groups Publishers come away with a better uderstadig of which ideas ad plas eed to be stregtheed, chaged or caceled. Potetially disastrous ad expesive mistakes ca be avoided, ad stroger, more appealig offerigs ca be developed to broade your audiece ad ehace your image. PCG ca aswer: What are ed users lookig for? How ca you address their most pressig cocers? How is your collectio perceived i the market? What is the correct price poit? Customized Market Research Campaigs We ca collect feedback from differet segmets of your subscriber base or test ew cocepts i differet coutries. The we aalyze the data ad make practical recommedatios which you ca itegrate with your overall editorial or marketig strategy. Market Overview Report/Gap Aalysis Let us aalyze your subscriber data to idetify potetial gaps i your target markets. By researchig key istitutios with programs most relevat to your publicatios, we ca measure the level of peetratio of your jourals ad idetify opportuities for growth. Library ad Publishig Market Reports Based o our first-had experiece visitig ad surveyig librarias aroud the world, we will examie factors uique to each coutry ad culture ad ebook Treds make recommedatios to itegrate i your commuicatio pla. Percetage of ebook spedig i libraries as part of the overall book budget from From the PCG 2012 Library Budget Report 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% All Academic Medical/Health Govermet Corporate Overall ebook Treds Percetage of ebook spedig i libraries as part of the overall book budget from From the PCG 2012 Library Budget Report _PCG126x3_10wt.idd 4 9/27/12 8:06 PM

7 Key Treds from the 2013 Library Budget survey Global Predictios PCg OFFiCeS OrtH america SOUtH america europe AsiA PACiFiC Materials 0.1% Materials -3.4% Materials 0.9% Materials 4.5% serials 0.7% serials -3.3% serials -1.1% serials 2.4% Books -0.4% Books -3.6% Books -0.6% Books 4.8% Overall 0.3% Overall -3.4% Overall -1.4% Overall 4.9%

8 Established i 1990, PCG (Publishers Commuicatio Group) is a iteratioally recogized sales ad marketig cosultig firm providig a rage of services desiged to support ad drive your sales strategy. With local staff i the Us ad Europe, as well as i growth markets such as idia, Chia ad Lati America, PCG combies a breadth of over 20 years of sales, marketig ad research experiece with a depth of kowledge i scholarly publishig ad the global library commuity. PCG is a Divisio of Publishig Techology. Publishers aroud the world have partered with PCg for over 20 years to icrease their sales, promote scholarly cotet ad coect with ew subscribers. 1DegreeBio Adam Matthew Digital Alle Press America Associatio for Cacer Research America College of Physicias America Istitute of Aeroautics ad Astroautics America Istitute of Physics America Medical Associatio America Physical Society America Physical Therapy Associatio America Physiological Society America Psychiatric Publishig America Psychological Associatio America Public Health Associatio America Society for Biochemistry ad Molecular Biology America Society for Microbiology America Society for Nutritio America Society of Civil Egieers America Society of Cliical Ocology AMSUS Associatio for Computig Machiery BioData BioMed Cetral BioOe BioScietifica Blood Bloomsbury Brill British Medical Joural CABI Cambridge Uiversity Press Chroicle of Higher Educatio Cold Sprig Harbor Laboratory Press Credo Referece Decker Itellectual Properties Duke Uiversity Press Elsevier Emerald Edocrie Society Europea Associatio of Geoscietists & Egieers Europea Respiratory Society Focus Ecoomics Geological Society of Lodo Geological Society of America GSE Research Guilford Hogrefe Huma Kietics IFIS Idersciece INFORMS Istitutio of Civil Egieers - Telford Itellect Iteratioal Moetary Fud IOS Press ISPG - Idepedet Scholarly Publishers Group Johso Ceter for Philathropy Joural of Boe & Joit Surgery JOVE LexisNexis Lippicott Williams & Wilkis Maey Publishig Microform Academic MIT Press Natioal Research Coucil Nature New Eglad Joural of Medicie OECD Optical Society of America Oxford Uiversity Press Palgrave Paratext PEP PNAS Policy Press Portlad Press ProQuest Radiological Society of North America Royal College of Nursig Royal Society Sage ShipIdex Society of Exploratio Geophysicists Spriger Taylor & Fracis Uiversity of Toroto Press Water Eviromet Federatio Wiley-Blackwell World Bak 38 Chaucy street, suite 1002, Bosto, MA 02111, UsA T Alec issigois Way, Oxford, OX4 2HU, UK T +44 (0) BOsTON OXFOrD são PAULO NEW DELHi BEiJiNG [email protected] pcgplus.com