ECPA

Marketing: Track 3

Track Manager:

Jeff Crosby, Director of Sales & Marketing, InterVarsity Press

Sessions:

A	Harvesting Backlist, Making Hay John Topliff, VP Marketing, Zondervan As publishing industry experts will confess the term “backlist” is an insider term. It means nothing to readers. For people shopping for a book at bricks and mortar retail outlets, in flyers and catalogs, or on the web, books are either “those I’ve read or those I’ve not.” This seminar will explore how to keep backlist titles front-of-mind in our editorial, marketing, sales departments, and how to appropriately value and resource the wealth of titles that are proven performers, and give consumers a new reason to purchase them. Topics discussed will include: the value of backlist to the publishing program; repositioning, repackaging, and repurposing; guerilla marketing; best practices dialog.
B	Getting Results from Targeted Online Book Promotions and Publicity Carol Fitzgerald, co-Founder/President, The Book Report Network The past 10 years have seen explosive growth in the number of non-traditional avenues through which publishers and authors can promote their titles. In this session, one of the leading proponents and facilitators of online book promotions will explore best practices and emerging opportunities in the webbed world in which we all do our work. Topics discussed will include: the importance of online content for book promotions; ways to target specific demographics and psychographics with online promotions; the pros and cons of promoting in the blogosphere; targeted advertising online.
C	E-Commerce Strategies that Enhance the Retailer/Publisher Relationship Rusty Bland, Vice President, Eye Level Solutions It is a sign of the unexpected turn online food retailing has taken. While many of the Internet grocery concepts of the 1990s have failed, a number of events -- from high-speed Web access to the spread of specialty store competition -- have sparked a renewed interest in online food shopping. Internet food sales are expected to grow to $17.4 billion in 2008 from $3.7 billion this year, according to Bryan Eisenberg, head of Future Now Inc., a Web consultant. In this session, long-time Lemstone Christian Stores executive Rusty Bland will share an insider’s view – borne out of his current work with the premier online channel for specialty foods - of opportunities to enhance the retailer/publisher relationship through coordinated online strategies. Topics discussed will include: E-commerce marketplace – what’s happening beyond the publishing realm; E-commerce strategy and vision for publishers and book retailers; an Eye Level Solutions case study; application to the ECPA/CBA environment.
D	In Person, In Print, Internet: Sales & Marketing in a Changing Landscape Betsy Conlin, Senior Marketing Manager, InterVarsity Press A new economic model for media, book and entertainment industries – unlimited selection (reference: The Long Tail by Chris Anderson) - is revealing truths about what consumers want and how they want to get it. In this session, a long-time marketing executive will explore the roles of advertising, marketing, selling and promotions in the current environment. Topics discussed will include: the importance of “in-person” in a de-personalized world; targeted marketing benchmarks – in-person, direct mail and Internet; online marketing, distribution and retailing; case studies.