BOOK SIGNING AND MEET THE AUTHOR AND EVENT AT EXPO EAST CONFERENCE ATLANTIC CITY : HOW BOOK MARKETING/PROMOTION DRIVES CLIENT BUSINESS AND SELLS PRINT BOOKS
I was invited to do a book signing and “Meet the Author” event June 5th at the Expo East promotions expo in Atlantic City, NJ. for my first book in the “Worm on a Chopstick” series, Understanding Today’s Entrepreneurial Age: Directions, Strategies, Management Perspectives, and discuss my second book planned for release in late 2012.
One of the largest promotions/marketing conferences, the trade-only event attracts major corporate buyers, sales reps, promotion/marketing companies, ad agencies, and others. Today we see explosive growth of e-books which is driving market demand, and also see the demise of traditional ‘brick and mortar’ bookstores.
However, before we writeoff the traditional print book market, it is clear to me based on discussions at this event and elsewhere, that print books are supporting many creative marketing and promotion initiatives to create new markets, promote major lines of business, and sell books in large quantities. While we may typically think about print books sold in bookstores, airport kiosks, via Amazon or other mail order channels, the following are some of the marketing and promotion channels I have discussed now being used to support business and sell books:
- Major bank develops a “Small Business Corporate Library’ to offer selected clients to strengthen their relationship with small business customers and reinforce their brand
- Pharmaceutical firms integrate nutritional health and wellness programs with one or more selected books
- Insurance companies use selected ‘branded’ planning/lifestyle texts to create new educational programs for their clients
- Emergency services (local police and fire) ‘private label’ educational publications for children to provide safety education
- State governors add ‘tip-in’ pages in a customized version of a business/entrepreneurship or other book to support economic development and attract businesses to the region (“tip-in” pages are custom pages inserted upfront into print books)
All of the above are driven by a basic need – companies want to attract, educate and strengthen relationships with customers. Traditionally, you may have received an imprinted calendar, pen or notepad from your favorite bank, and probably still will, but the above are some of the many new creative and exciting marketing/promotion activities we see emerging now. Given today’s intense global competition, I expect these initiatives to accelerate and others to emerge also linking social media, print books, and e books- we are seeing major new, exciting market opportunities developing here.
Paul B. Silverman writes about entrepreneurship, healthcare, analytics, and strategy management and serves as Advisor, Speaker, Educator, and Managing Partner of the Gemini Business Group, LLC, a new venture development firm, and author of “8 Building Blocks To Launch, Manage, And Grow A Successful Business.” He also serves as Adjunct Professor in the School of Business at George Mason University. See more at Paul B. Silverman Blog and sign up for Entrepreneurship Today! email updates to track latest new venture developments.