building direct sales new strategies and tools for publishers with ron martinez of aer.io christina...
TRANSCRIPT
Building Direct Sales:
New Strategies and Tools for Publishers and Authors
• Nathan Maharaj, Kobo, Global eBookseller (Director of Merchandising)
• Ron Martinez, Aerbook & Aer.io, Founder• Christina Bauer, Ink Monster, Publisher & Author• Kelly Peterson, INscribe Digital, Director of Client
Services
Our Panelists
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Why Build Relationships Directly with Consumers?
• Higher Profit Margin per Book?• Dependable Supply Chain?• Control Marketing?• Control Merchandising?• Building the Brand?
• REALLY….It’s all about building a direct relationship with the reader.
Why Direct Sales?
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What are the Pros and Cons of this direct relationship?
• Kobo knows their customers….• Those customers buy 1 eBook and 2 print books a
month• 99% of them read multiple books by the same author• 52% of their libraries are books in a series.
Learning From the Experts
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• Look at Market Successes • Innovative Solutions• Good Partners • You Being a Good Partner to Others!• Scheduling
Managing Customer Relationships
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• Sales will be low at first; find other goals, like engagement• If you aren’t a web wizard, use partners and tools• Make sure you are linking to the big retailers – keep that relationship
healthy!• Figure out how to keep them coming to your website• Capture emails
Reasonable expectations
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Effective Techniques
Direct Sales in Branded Store
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Direct Sales + Retailer links
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• Simplified Screen and Purchase Path
Easy User Experience - PIC To Come
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Sampling
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Easy Social Media Integration
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Questions?
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