PUBu13 | October 21-22, 2013 | Wheaton College, Wheaton IL
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Community Manager: Chad Cannon, Senior Director of Marketing, Nelson Books
"I am thrilled to put together a dynamic marketing program
for PUBu and anticipate synergy, dialogue, and
shared among Christian publishing's marketing professionals." -- Chad
- What Happens When
Justin Bieber Instagrams Your Book?
Chad Cannon, Senior Director of
Marketing, Nelson Books, @ccannon
real-life case study of what happens to a book when the world's largest social
media account endorses a book. In this session, we'll explore: What effect did
it have on Sales? Discoverability? What's the true measure of success?, CTAs
(Calls to Action), and a behind the scenes look at Justin Bieber endorsing
Judah Smith's recent book Jesus Is.
Followed by interactive panel discussion with Chad Cannon, Tom Dean, Ryan Frederick, Tim Schraeder, Joel Widmer
- Book Landing Pages
- Creating an Online Hub to Drive Sales and Awareness
Frederick, Principal & Creative Director, EMG.co,
created strategically, book landing pages will drive sales and unify customer
interactions around new releases. In this talk we will cover why landing pages
are important and how to use them most effectively when launching a new title.
We will also survey real examples of what works, what doesn't work, why, and
how to plan for your next release.
Followed by interactive panel discussion with Chad Cannon, Ryan Frederick, Tim Schraeder, Joel Widmer, Jeff Crosby
COMMUNITY NETWORKING SESSION
The Marketing community will gather to get to know
each other and to hear about the following new innovative marketing
technologies for the industry:
- Display Advertising Strategies to Boost Campaign Success: Get the maximum
return on investment from your online display advertisements. Join digital marketing consultants from
The Parable Group for a straightforward guide to what’s happening in the
display advertising industry and what it means to publishers like you. Discover
industry techniques and strategies that will help your business drive
conversions and significantly enhance brand recognition in your customers and
How can publishers test book
concepts, decide whether a book is viable or not, and generate reader demand
before a book is published? In a discussion about the power of pretail,
representatives from new book platform CrowdScribed will discuss the next stage
of book publishing. CrowdScribed is an online platform that brings passionate
authors and readers together early in the process to publish better books.
CrowdScribed utilizes the unique model of Pretailing – where
consumers shop for products before they’re available at retail – to
measure interest, generate feedback and fund books for publishing. The combined
power of the authors’ and readers’ voices determine what books get published.
Publishing veterans Verne Kenney and Tim Close will discuss how pretail can
positively affect the publishing industry.
- Editors &
Marketers: Can They Play on the Same Team?
Associate Publisher and Director of Sales & Marketing, InterVarsity Press
Cindy Bunch, Associate Editorial Director, InterVarsity Press
sharpens iron, scripture tells us. But what happens when the sparks REALLY fly
between editors and marketers? Can they play on the same team, each contributing
fully out of their gifts and perspectives? An editor and a marketer with a
combined 50-plus years of experience in our industry share insights from their
relationship working effectively together on a number of their company's
Followed by interactive panel discussion with Jeff Crosby, Cindy Bunch, Chad Cannon, Tom Dean
- #BothAnd - How Social Media +
Traditional Marketing Can Sell Your Next Book
Tim Schraeder, Social Media
media has changed how consumers hear about products and services, and has
changed the landscape of marketing for publishers. Rather than abandoning one
for the other, something powerful can happen when you combine new ideas with
social media and best practices from traditional marketing to promote a book
release. Drawing from best practices learned in the process of promoting
best-selling titles, this session will give you some practical ways to
incorporate social media into your next book launch campaign.
Followed by interactive panel discussion with Chad Cannon, Ryan Frederick, Tim Schraeder, Joel Widmer, Tom Dean
SESSION 3: A Series of "Rapid-fire Mini-Presentations" followed by Interactive Discussions
- MINI: "The Changing
Nature of Sales" presented by Jeff Crosby, Associate Publisher and Director of Sales & Marketing, InterVarsity Press
a cue from Tim Harford's best-selling book "Adapt: Why Success Always
Begins with Failure," a senior salesperson will share insights on adapting
sales approaches in a changing environment while following three critical
- MINI: "First Time
Authors: Do You Want to be Rich or Famous?" presented by Tom Dean, Sr.
Director of Marketing, Zondervan, @thomas_p_dean
through the marketing process with a first time author doesn’t have to be
overwhelming – for the author, agent or marketer! Hear some time-tested tips to
make the process simpler and less stressful for all stakeholders.
- MINI: "Something For
Nothing" presented by Joel Widmer,
Owner & Digital Marketing Strategist, Fluxe Digital Marketing
makes some book's freemium offers bestsellers and others bomb? We'll explore
the ingredients that make up successful freemium offers and go behind the
scenes at the psychology that drives them.
- MINI: "The Power of
Peer Influence" presented by Tim Schraeder,
Social Media Strategist
next book consumers purchase will have very little to do with how great your
market it and everything to do with what their friends and peers are saying
about it. Learn the power of peer influence and how today's generation is
listening less to marketing and more to the opinions and recommendations of
- MINI: "Unconventional
Marketing: Why It Works and How to Approach It" presented Ryan
Frederick, Principal & Creative Director, EMG.co
marketing costs more and returns less. Unconventional marketing adds value to
customers by enriching their daily lives and creating genuine intrigue. As
marketers we have a choice: create truly interesting campaigns or add to the
noise. When we create something remarkable, everyone wins.
- After The Honeymoon - Post Launch Book
Marketing Strategies for Long-Term Success
Owner & Digital Marketing Strategist, Fluxe Digital Marketing, @jwidmer
book marketing is synonymous with a big launch. But the publishing
getting noisier and we’re all seeing that even a big launch isn’t a sure
anymore for book sales. It’s time we look past the launch at long-term
marketing strategies that get results. In this session, we’ll explore:
The new model for the marketing lifecycle of a book; Can authors stay
authors or will they need to become marketers too? and Why we need to
redefine success beyond the bestseller lists.
Followed by interactive panel discussion with Chad Cannon, Ryan Frederick, Tim Schraeder, Joel Widmer, Tom Dean, Jeff Crosby, Cindy Bunch
- Getting Attention for Our Books in an Accelerated, Short-Attention Span Culture
Adrianna Wright, Online Publicist, InterVarsity Press
Alisse Goldsmith-Wissman, Print Publicity, InterVarsity Press
A monumental amount of time and resources is dedicated to trying to get a hearing for our
books in media and marketplace. In this session, a seasoned book publicist looks at the role
of publicity in publishing, marketing, and cultural landscapes buffeted by change, examining
what publicity can and can't accomplish, and exploring how publicity and marketing can work
together to launch books successfully.