Books have double attributes. Books not only have the attributes of goods, they can bring profits to the company, and also have the attributes of information carriers. They can deliver a certain corporate culture to readers in sales activities. Therefore, book sales is also a creation and transmission of corporate culture. Gaoming bookstore operators are good at playing “cultural cardsâ€, dilute the commercial flavor of book sales, and cleverly “sell†the business philosophy of the company to readers in book sales. The culture and fashion advocated by the company interprets book sales from purely commercial activities into cultural activities with certain social significance. It stimulates and stimulates readers’ potential needs in the reader’s value orientation and the trend of social and cultural fashion advocated by the company. To cultivate a broad market space for the sustainable development of bookstores.
Make use of public opinion
Holidays are often a promotional opportunity for bookstores. Many bookstores are accustomed to using discounted sales as the “main program†of sales promotion. However, with the diversified and individualized needs of readers, it is difficult to operate with obvious commercial colors. Inspire readers' shopping enthusiasm. The marketing strategy for the promotion of Xinhua Bookstore in Jiujiang City, Jiangxi Province is worthy of appreciation. In the "61" promotion last year, they updated their marketing concepts, changed the traditional practice of 10% discounts for the past holidays, and carefully planned the theme of "Happy children wishing for a happy life with books." A series of promotional activities with rich activities, including six activities including popular science education book fairs, and enlightenment questions and answers for students of all grades of primary and secondary schools in the city, and through the news media such as TV stations and newspapers, they have made a propaganda campaign to form a good book to moisten children's hearts. The atmosphere of public opinion and social fashion cleverly “manufactured†an upsurge of book purchases. With the support of parents, the children enthusiastically participated in activities organized by bookstores, including the participation of the city’s primary and secondary school students’ encyclopedic knowledge quiz activities organized by the book club. There are more than 5,000 people, and it is often difficult to sell the recommended reading activity “The Newest 21st Century Children's Booksâ€. It has sold more than 100 sets at a time. These activities have not only enriched the children's holiday life, but also achieved good social and economic benefits. They have surpassed the previous discounts on book sales and social influence.
The experience of Jiujiang Xinhua Bookstore shows that the process of bookstore management is, in a certain sense, the process of continuously updating the marketing concept, which is the process of constantly broadening marketing ideas. The pattern of the book market is changing. The reader's needs are changing. The marketing ideas and marketing strategies of book distribution must also adapt to this change. The key to innovation is to break through the irritability of traditional thinking and place book distribution in the overall social market environment. In order to operate in the market, to dilute the commercial taste of book distribution, increase the cultural content of book distribution, and expand the social impact of book distribution companies by organizing meaningful social activities that use books as “links†to increase the satisfaction factor for readers’ needs. .
To social resources to benefit
The bookstore's marketing resources are limited and limited. Limited refers to the bookstore's limited marketing resources as a company; and unlimited refers to the bookstore's unlimited development and utilization of social marketing. Bookstore operators must learn to be "directors" and be good at digging into the intrinsic meaning of book business activities, combining book management activities with social hot spots, and combining various market elements in socially significant marketing themes, and more. The social resources are transformed into available resources for book distribution to increase the marginal effect of book distribution. Social marketing resources are very rich, such as celebrity resources, government resources, and public opinion resources, among which celebrity resources are the most widely developed and utilized resources. The idea of ​​developing a celebrity in a gift shop in Brazil was inspiring to us. Because of its small scale, remote location and relatively light business, the boss suddenly thought about it and thought of a trick to attract celebrities. He broadcast on local TV stations. Advertising, to promote their own new store rules: "All celebrities from all walks of life come to shop, do not have to pay, but they must prove their identity with their tricks." After the broadcast of advertising, some celebrities feel new, like a celebrity charisma. For a time, the business of the store was very prosperous. Under normal circumstances, celebrities can not patronize such a small shop, even if you want to patronize, the shop can not afford the "appearance fee" but the owner of the shop using the celebrity sense of accomplishment psychology, so many celebrities unsolicited, not only do not pay "Appearance Fee" also uses celebrities to display tricks in small shops, attracting countless customers to make a small gift shop suddenly worth a hundred times, forming a new added value, is also a gift, customers buy here, but feel Excellent value for money. In recent years, celebrities have been asked to sign up for sale, which has become a common trick for bookstores to use celebrity resources. However, we may wish to broaden our thinking. In addition to signing books, the use of celebrity resources in bookstores has ample room for operation. If there is a home Xinhua Bookstore, please When celebrities signed the book, they jumped out of the circle signed for their signatures and planned an event with the theme “Authors and readers offer loveâ€. The income of this book was donated to a local worker model who was hospitalized with uremia. Thanks to the increased taste of activities, readers have participated in the love of books, and the authors were touched by the scene of enthusiastic purchases by readers. In addition, they donated another ten thousand yuan as donations. They were personally sent to hospitals by Xinhua bookstore managers and celebrities, and the local media carried out Focused reports have increased the popularity of Xinhua Bookstore.
Grab the excitement of readers
Different reader groups have different excitement points. The excitement of readers can be converted into buying impulses under certain conditions. Therefore, it seized the excitement of the readers, that is, seized the selling point of the books. Some bookstore operators strive to excavate and enhance the cultural connotations inherent in the contents of the books, and seek common grounds between the cultural connotations of the books and the excitement of readers. In the interaction between the cultural connotation of books and the excitement of the readers, the bookstore activities are given warm feelings. Color, inspire readers' enthusiasm for reading. Shanghai is a bookstore that publishes a book on the extraordinary experience of “old three-year†young people in the Great Northern Wilderness. It publishes an announcement in the newspaper that all readers of the top 30 readers who bought books on the day of the bookstore ceremony can enjoy free treatment. One stone provoked thousands of waves. This enlightenment, although not many, has aroused a large number of “old three-year†knowledge youths in the Great Northern Wilderness Complex and has generated a strong emotional resonance. They have rushed to each other and met in the bookstore. Meet, use books to vent their feelings about the Great Northern Wilderness. Due to the large number of buyers, the 5,000 books purchased by the bookstore were sold out, fully demonstrating the charm of cultural promotion.