WHAT HAPPENS AFTER PUBLICATION?
Marketing your book
Our marketing department is customer-led and segmented by market segments and marketing specialties. We have roles focused on strategic marketing by market segment, digital marketing, channels marketing (covering our distributors and routes to market), marketing communications and market intelligence. We create strategies and tactics that aim to build awareness and interest, and drive product sales and usage, customer retention, product advocacy and brand loyalty.
Channels to market:
Our sales force and channels marketing team work closely with a range of distributors and retailers to ensure the widest possible visibility and promotion of your book. These channels to market include:
- Traditional bookstores: We have a strong presence in all major retail chains (such as Waterstones and Blackwell in the UK), as well as hundreds of independent and specialist retailers and campus bookstores. We have direct accounts with over 2000 academic and specialist bookstores in Europe, Middle East & Africa.
- Online bookstores: Retailers such as Amazon (who lead the market in the UK) have transformed the nature of bookselling in the last decade, establishing a strong customer-led proposition and a wise and loyal customer base. We work closely with Amazon to ensure optimum visibility of all of our titles, offering next day availability and 'Look Inside the Book' search functionality, and collaborating on specific promotions.
- We're also working with emerging retailers such as The Book Depository and market specific retailers such as Adlibris.com and Booky.fi in Northern Europe, as well as selling and promoting via our own www.elsevierhealth.com online bookshop.
- Libraries and library suppliers: We work closely with all of the library suppliers to the academic and healthcare markets to ensure that all our books are promoted and sold to libraries. We also promote directly to libraries where appropriate.
- Wholesale distributors: We work with the key book wholesalers to ensure that our books are available and widely promoted to bookstores that may not have accounts with us. All of our books are featured in their monthly catalogues five months prior to publication.
- Special sales: To reach some highly targeted market segments we sell our books via organizations active in the field, ranging from pharmaceutical companies, equipment suppliers and/or manufacturers, seminarcompanies and training providers, to societies and professional associations.
- Exhibitions: As well as the exhibitions we attend as Elsevier, we work with dedicated exhibition booksellers such as Wisepress and specialist academic bookstores who attend key events on our behalf.
- Export markets: Elsevier is a global company and we have dedicated local sales and marketing teams based in 23 countries worldwide, across all five continents. We ensure that these teams have full product information and the tools they need to successfully market your book into their regions.
To ensure that all of our distributors promote Elsevier books effectively, our sales reps are in regular contact with all of their key customers. We also deliver the following communication tools to promote our new titles and fulfill orders:
- Our Trade Catalogue, 'THE PREVIEW', goes out every month and includes all books three months prior to publication. This is a very powerful marketing tool as it is circulated to over 2300 bookshops and trade customers in the UK, Europe, Middle East & Africa.
- Our dedicated B2B website www.VirtualE.elsevier.com allows anytime/anywhere ordering for distributors, with 24/7 access to product information, book purchasing, promotional collateral to download, and the ability to create and download bespoke marketing materials.
- Our monthly Trade Newsletter is emailed to our distributors flagging up key titles and special promotions.
Direct marketing and selling:
- Direct marketing communication such as email and/or print mail campaigns to targeted (by specialism and career stage) customer groups.
- Promotion, display and sales at selected conferences and exhibitions worldwide.
- Advertising in relevant Elsevier journals (where appropriate).
- Submission of your book for journal reviews and promoting any subsequent reviews on www.elsevierhealth.com and marketing materials.
- Telemarketing to selected customer groups where appropriate.
Elsevier continues to invest in digital marketing and sales as customers move online to find and buy as well as consume and interact with content. Activities include:
- www.elsevierhealth.com: Elsevier's online bookstore features our entire range of books, dedicated pages for subject areas, sample chapters of new books, customer reviews, links to journals and more. We currently sell direct fromwww.elsevierhealth.com country sites into the UK, Europe, Middle East, US, Canada, Australia, NZ and Taiwan.
- Search engine marketing: This enables us to appear prominently in search engine results by optimizing the structure and content of www.elsevierhealth.com. We also undertake paid search advertising on sites like Google, Yahoo! and Bing.
- Online advertising with various partners such as societies and specialty communities, alongside shopping comparison and marketplace sites.
- Frequent, targeted email marketing to our large customer database with the latest product information and special offers.
- 121 selling by our sales force who target faculty and libraries at academic institutions in order to gain adoptions and recommendations of our textbooks for their teaching.
- Dedicated lecturer website: www.textbooks.elsevier.com is an online resource for lecturers to request electronic and print inspection copies online. Regular print and digital mailings to highlight new books and promotions for students and faculty.
- Student review site: www.medicaltextbooksrevealed.com allows students to post their textbook reviews and reading lists online, as peer recommendation is rapidly becoming a significant influence on buying behaviour alongside lecturer recommendation.
- Fresher's Fair attendance: We attend university freshers fairs to promote our textbooks and our brands directly to students, and also partner with key strategic partners (e.g. Royal College of Nursing) to widen our reach.
- Student rep scheme: We were one of the first publishers to create a student rep scheme, an engagement programme where students in our market segments partner with Elsevier to help promote our products and provide us with valuable feedback to improve our existing titles and help develop new products. Our scheme has grownover the past ten years, and we now have active student engagement programmes in Medicine, Nursing, Dentistry and Physiotherapy.
Keeping in touch
After publication, ongoing responsibility for your book remains with your Commissioning Editor whom you should contact with any queries or concerns. Authors receive a summary of sales with their royalty statements but your Commissioning Editor can provide further information on sales of your book at any time.
Another person with whom you are likely to have contact immediately post-publication is the marketing Product manaer for your subject area. This is the person who will be responsible for planning and implementing the promotional campaign for your book in consultation with you and your Commissioning Editor. you will be asked for your own suggestions regarding promotions and these will be incorporated into the marketing plan whenever possible.
If your book receives any published reviews then we will ensure that you receive a copy. In addition if we are successful in selling any language translations you will be informed of this as soon as possible.
Elsevier and the future
Elsevier is investing in the future. Publishing stands at a crossroads, and the delivery of electronic and interactive content is becoming an increasing market opportunity that requires change to our traditional publishing model.
To take full advantage of emergent trends in a digital market, Elsevier is investing in a number of online strategies:
- ensuring that content of our book is available in a variety of flexible digital formats
- developing a range of web portals and services for students and practioners
- forging strategic alliances with a numbver of related online sites orientated to our customer groups.