At Publishing Technology's Fall 2012 Executive Exchange customer event, Human Kinetics CEO, Brian Holding discusses the new "B2B2C" marketplace, including leveraging direct customer relationships even while dealing with intermediairies such as retailers and Amazon.

1. TIME OF CHAOS,
TIME OF CONTROL
Presentation at Publishing Technology’s Executive
Exchange
Brian Holding, Human Kinetics
Dec. 12, 2012

2. Chaotic
times
• E-book formats
• Product forms
• Devices
• Sales channels
• Digital rights
• Discounting

3. Control comes with …
1. Publishing mission focus with committed staff
2. Quality content from authoritative sources
3. Strong, new internal systems (XML-based workflow)
4. Culture of innovation and respect
5. Building direct customer relationships – which can
lead to product development opportunities

4. Sales Channels Outside Publisher 1990s 2000s 2010s
Book Clubs
Independent Bookstores
Mall Bookstores
Direct Marketers
B&N/Borders Bookstores
Warehouse Club Retailers, Walmart
College Bookstores
Consumer Book Wholesalers
Academic Book Wholesalers
Amazon
B&N Online (Consumer and College)
Apple
Google
Online University E-book Licensing
Library E-Book Retailers

6. …direct access to your customer
• No more gatekeepers (buyers)
• No more shelf limits
• No more geographic boundaries
• No more product limitations

7. Building a customer relationship
• Relevant communications/products. Establishing your
products as meaningful. Authors, associations products,
forms.
• Value-added communications. Magalogs not just
catalogs. Apps with news. News feeds on websites.
• Invite, don’t interrupt. Opt-in e-marketing lists. Rewards
Program.
• Multitude of marketing means including social media

8. Ability to sell direct even if your customers
prefer Amazon
• Your showroom where you can bring customers
• Present all your products with proper emphasis
• Display all your formats for products
• Facilitate delivery for online courses, ancillaries for
students and faculty

9. Human Kinetics’ website
YTD
Visits Unique Visitors Pages / Visit Time on Site % New Visits Bounce Rate
Desktop 1,421,012 1,083,686 4.95 2:05 72.82% 9.69%
Mobile 181,274 140,139 3.6 1:36 74.35% 9.97%
TOTAL 1,602,286 1,223,825 4.79 2:02 73.00% 9.73%
Mobile is driving 72% of HK
11.3% of total site survey respondents
Translates to about
traffic! 160k/month and 5,200/day use their mobile
device to access
the Web daily
Sources: Google Analytics (HK data), Microsoft (mobile data), HK
employee survey

10. From where in the world are they coming
1. U.S. – 1.4 million Others:
2. Canada – 263,000 • Germany, 16,000
3. U.K – 254,000 • Spain, 15,430
4. Australia – 147,000 • Italy, 15,266
5. India – 70,000 • Brazil, 11,000
6. Philippines – 58,000 • Turkey, 10,383
7. Malaysia – 25,000 • China, 10,000
8. Singapore, 24,200
9. N. Zealand – 23,500
10. Ireland – 22,250

11. How are people finding us?
Visits by Medium - YTD Visitors by Type
0.1%
1.5% 0.1%
9% 10%
7%
13.7%
Consumer
organic search
21% Professional
21.8% direct
39% Student
62.7% referral
Instructor
cpc
Other
twitter
14% No Answer
other
• Who exactly are these visitors?
Sources: Google Analytics, HK Customer Survey

12. How many and what are they buying?
Nearly 1 million individual customer Online courses, books, and e-
records in our systems books
• 42,454 U.S. individual • $1.5 million in product
purchases in past 7 sales past 7 months
months compared with
57,000 for all of FY12. • $719,000 in online course
sales
• Over 150,000 customer
records with our • Best-selling products are
subsidiaries in coaching education
Europe, Canada, and courses
Australia/New Zealand

13. Even if they don’t buy from HK, they do …
• Buy elsewhere building HK’s value with that channel
• Increase HK product rankings on sites like Amazon
• Improve affinity marketing presence on Amazon
• Attract new product opportunities through strong ties
authors or organizations

14. Failing to develop customer ties…
• Limits sales through other channels
• Lowers product and brand awareness
• Hurts ability to attract strong authors and partnerships
with organizations
• Reduces competitiveness in today’s chaotic marketplace

15. Any questions?