What information do lecturers and librarians want from publishers today? Much of our marketing has shifted online in recent years, but how do we balance this with offline activities such as textbook marketing or attending conferences?
This workshop brings you right up to date with the realities of today’s marketplace, introducing plenty of new ideas whilst reinforcing (or debunking) truisms of the past. With examples of excellent practice from a wide range of companies.
Who’s it for?
Anyone actively involved in marketing to the academic sector, especially in companies doing limited or no market research.
What’s covered?
- How universities and their libraries are typically structured. Where are the decision-makers? Who holds the purse-strings?
- New student information resources, from the web through to coursepacks
- What lecturers and librarians tell publishers they want
- How buying decisions are made, and who gets the sale
- Case examples of ‘ideal’ textbook marketing and reference marketing plans
- Where face-to-face selling, direct mail, conferences, e-marketing and academic review coverage fit – and tips for doing them effectively
- Exercises on devising a marketing strategy for two titles brought to the course by delegates.
