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Maximizing Pre-Orders 2018 Fall Regional Shows

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Page 1: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Maximizing Pre-Orders

2018 Fall Regional Shows

Page 2: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

• Why Are We Talking About Pre-Orders Today?

• Pre-Orders and the Life of the Book

• ABA’s Book Alert

• Pre-Order Task Force Data

• Update: Reporting Pre-Orders

• Tips for Maximizing Digital Assets

• In-Store Marketing Tips

Agenda and Welcome

Page 3: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Why are we Talking About Pre-Orders Today?

Page 4: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Pre-Order Sales and

The Life of The Book

Page 5: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Pre-Order sales are significant in the life of a book…

3% - 30%

Page 6: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

ABA Book Alert

[email protected]

Page 7: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Pre-Orders

On-line: 210In-Store: 68

Total 278

Pre-Orders

On-line: 624In-Store: 402

Total 1026

Pre-Orders

On-line: 353In-Store: 147

Total 500

Page 8: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Our preorders grew exponentially after we started promoting them BUT, with the

exception of the author-lead promotions, we did not see big spikes in preorders for the specific titles we promoted.

Rather, we saw a huge growth in preorders in general as we used the specific titles to promote the fact that we do preorders.

-Josh Cook, Porter Square Books (Cambridge, MA)

Page 9: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Pre-Order Task Force Data

Page 10: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

BookPeople (Austin, TX)

Books Inc. (Multiple Northern California Locations)

Bookshop Santa Cruz (Santa Cruz, CA)

Bookworm of Edwards (Edwards, CO)

Cellar Door Books (Riverside, CA)

Devaney, Doak & Garrett (Farmington, ME)

DIESEL, A Bookstore (Brentwood, CA)

Flyleaf Books (Chapel Hill, NC)

Green Apple Books (San Francisco, CA)

Harvard Bookstore (Cambridge, MA)

The Learned Owl Book Shop (Hudson, OH)

Liberty Bay Books (Poulsbo, WA; Bremerton, WA)

Northshire Bookstore (Manchester Center, VT; Saratoga Springs, NY)

Page 158 (Wake Forest, NC)

Penguin Bookstore (Sewickley, PA)

Porter Square Books (Cambridge, MA)

Quail Ridge Books (Raleigh, NC)

Red Balloon Bookshop (St. Paul, MN)

Schuler Books and Music (Grand Rapids, MI)

Third Place Books (Lake Forest Park, WA; Ravenna, WA; Seward Park, WA)

Watermark Books & Café (Wichita, KS)

WORD (Brooklyn, NY; Jersey City, NJ)

Pre-Order Task Force

Page 11: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

On Sale: 9/25

On Sale: 10/2

On Sale: 10/9

On Sale: 10/16

On Sale: 11/20

On Sale: 11/27

On Sale: 10/30

Page 12: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

On-line = 120In-store = 55

Pre-Orders 175

On-line = 49In-store = 57

Pre-Orders 106

On-line = 439In-store = 211

Pre-Orders 650

On-line = 198 In-store = 102

On-line = 55In-store = 13

On-line = 99In-store = 420 On-line = 377

In-store = 91Pre-Orders 300 Pre-Orders 68 Pre-Orders 519

Pre-Orders 468

An Absolutely Remarkable Thing

The Fifth Risk Killing Commendatore

Unsheltered Fire & Blood Kingdom of the Blind Diary of a Wimpy Kid

The Meltdown

Page 13: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Update: Reporting Pre-Orders

Page 14: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,
Page 15: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Bookseller suggested tips for reporting on the on-sale date…

Page 16: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Tips For Maximizing Digital Assets:

• Standard Product Pages• Custom Product Pages• Custom Pages

Page 17: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Standard Product Page

Average Conversion

Rate:

1.5%

Page 18: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Standard Product Page With Digital

Assets

Average Conversion

Rate:

8.5%

Page 19: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Custom Product Page

Average Conversion

Rate:

10%

Page 20: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Custom Page (Different from Custom PRODUCT Page)

Page 21: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,
Page 22: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Tips for Online Marketing

Page 23: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Newsletter Placement With Clear Links To

Website and Purchasing Options

Page 24: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,
Page 25: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Social Media Posts With Clear Links To Website and Purchasing Options

Page 26: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,
Page 27: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Highlight Pre-Orders with A Slide Show

Page 28: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Highlight Pre-Orders With A Discount Offer

Page 29: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Use LargeCover Images

Page 30: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Be Mobile Friendly!

Page 31: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Audit Your Checkout Process

Page 32: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,
Page 33: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Keep In Mind…

If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page.

If you have ARCs for pre-orders, add staff reviews to your website

Create special order statuses for pre-orders. This will help with reporting.

Page 34: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

In-Store Marketing Tips

Page 35: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,
Page 36: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Pre-Order Display With Signage Bookworm of Edwards (Edwards, CO)

Page 37: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,
Page 38: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Use Shelf-Talkers To Promote Pre-Order Titles

Page 39: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Devaney Doak & Garrett Booksellers (Farmington, ME)

Page 40: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Page 158 Books (Wake Forest, NC)

Page 41: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Signage to Promote Pre-OrdersSchuler Books & Music

(Grand Rapids, MI)

Page 42: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Northshire Bookstore (Manchester Center, VT)

Page 43: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Devaney Doak & Garrett Booksellers (Farmington, ME)

Page 44: Maximizing Pre-Orders Campaign · If you usually charge a customer for a pre-order title at the time of purchase, make that clear on the Store Policy page. If you have ARCs for pre-orders,

Thank You!

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