How to Sell a Children's Publication

bowloforanges

Hi everyone,

My primary task is to sell at least 5,000 copies of a children's publication is a guide, which provides information to parents on a dynamic range of leisure activities for them to do with their kids in Ireland. I feel that this will be very challenging especially as I have no previous marketing experience.

I was wondering if anyone could give me some insight on ways I can boost these sales while keeping a minimal budget? The publication is currently making a loss, so I'm really facing a challenge as I also only have two months to make double the sales in has made in the previous months.

Any contribution would be really greatly appreciated.

blue4ever

bowloforanges wrote: »

Hi everyone,

I am currently taking on work placement with a marketing agency. My primary task is to sell at least 5,000 copies of a children's publication is a guide, which provides information to parents on a dynamic range of leisure activities for them to do with their kids in Ireland. I feel that this will be very challenging especially as I have no previous marketing experience.

I was wondering if anyone could give me some insight on ways I can boost these sales while keeping a minimal budget? The publication is currently making a loss, so I'm really facing a challenge as I also only have two months to make double the sales in has made in the previous months.

Any contribution would be really greatly appreciated.

I spent 20 years in publishing and I am on the edge (digital) of it now.

Even the best in the business couldn't 'double the sales' of a publication in two months - no matter what people say - its been dont the odd time, when times were better on the odd oner off.

More importantly such a tightly focused publication narrows the base. So, either the Agency or the client - or both - are taking the hit and miss - and simply don't understand the dynamics of publishing.

Anyway, not to allow them away with a defeatist attitude - can you answer me the following and we'll come up with a plan to 'market the publication' - but the 2X is a Holy Grail.

Is it nationwide?
Is it sold through retail or specialist?
Is there a price (you can PM me that answer as it might point too much to the publication)
is it comprehensive (subjectice i know - but still your opinion would help)
Carries advertising? Much?
Already published and distributed?

C

If you're not comfortable in this forum answering the above, PM me and I'll take a look, we won't jettison the vessel yet!

bowloforanges

Thank for very much for your interest.

The publication is nationwide and retails at 4.99 euro. As far as I know, there are 10 advertisers. I think I am to promote it and distribute it online and to develop a campaign/PR plan. That's all I really know at the moment as I have yet to receive related materials; I have not even seen the publication yet. I'm not starting the job for a few days. I am just very concerned as it seems alot of responsibility.

Gurgle

bowloforanges wrote: »

publication is a guide, which provides information to parents on a dynamic range of leisure activities for them to do with their kids in Ireland. I feel that this will be very challenging especially as I have no previous marketing experience.

I feel it will be very challenging as you're being asked to put a book up against the internet.

bowloforanges

Yes that is my feeling also. I'm trying to think of other ways to promote and sell it outside of online media and using retailers (e.g. Easons).

blue4ever

"Selling" this type of publication really should have been done by the publisher- having it distributed to the larger retail outlets 2/3 weeks into the 'summer' is a must.

Trying to get PR for a publication from other media is, in poker parlance, a busted flush!

Look, keep the faith for the moment and update some information when you get it. I'm sure there are a few people here that will give you a hand and try and keep u afloat.

bowloforanges

Yes that would have been my concerns also. I was also asked to contact newsagents to sell in batches and door to door selling, however, I think door to door selling will be a complete and utter waste of time. I had thought of going to local farmer markets and setting up a stand as it is very cost-effective and the bigger ones would have a reasonable footfall. While gaining brand awareness is a very big priority.

I was also thinking of contacting Supervalu to see if they would have any interest in stocking the publication. I think I would have to contact the managers/purchasers of the store individually. I'm just a litte concerned on how the process works.


Do either of those sound like good ideas?


And Blue4ever thank you so much for your input, it is really appreciated.

DubTony

The simplest way to get into a Supervalu is to approach the manager directly. Musgrave have no interest here as they don't handle publications on their central distribution system, so it's all about each individual store.
The publication will need to be full sale or return (SOR) and offer at least a 25% margin for the store, so getting them into stores doesn't necessarily guarantee sales. The catch 22 here is that stores won't take it unless its SOR and because it's SOR they don't have the pressure to push it. They'll also want a time limit and won't pay until the returns are collected.
At this stage (there's definitely a time pressure as this publication should have been in store about 2 months ago, well in time for the summer), you'll be looking for a location in each store where the book can be laid out and easily noticed by shoppers. Putting this in the books and magazines section will not cut it.

My suggestion here is to contact as many stores as you can, offer them an improved margin on the product in return for a premium location for a guaranteed period of time (I'm thinking Fruit and Veg section at the front of the store). the book will need to be merchandised effectively to make an impact. The stores are unlikely to merchandise for a one off product and will expect you to do it.

As I said, this should have been in stores months ago, and ideally distributed through a wholesaler like Eason or Newspread. Best of luck.

bowloforanges

@DubTony


Thank you very much, really appreciate your insight. Yes I agree that is should have been two months ago but I have just started a new job and was given this project so I am trying to work with what I've got.