Publishers Offering Direct Distribution: What Does it Really Take To Pull It Off?
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This deck was presented at IDPF 2014 at Book Expo America on May 29th, 2014.
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Publishers Offering Direct Distribution: What Does it Really Take To Pull It Off?
- 1. IDPF 2014 May 29th DIRECT DISTRIBUTION: What Does It Take To Pull It Off?
- 2. WHO WE ARE Micah Bowers Founder & CEO – Bluefire @MicahSB Doug Lessing President – Firebrand Technologies @AskBurnie Kristen McLean Founder & CEO – Bookigee @BKGKristen #DigitalBook2014
- 4. THE FOUR ELEMENTS Strategy Technological Solution Commitment to Engagement Sustained Execution #DigitalBook2014
- 5. May 30, 2014 BEA 2014 Direct 2 Consumer Firebrand Perspective Firebrand Technologies Doug@FirebrandTech.com 516-356-6633
- 6. BE A FIREBRAND People don’t buy ‘What You Do’ People buy ‘Why You Do It’ Simon Sinek TED Talk on Leadership Sept 2009
- 8. BE A FIREBRAND Growing Expectations • Consumers Expect to Purchase Print and eBooks • Publishers and Readers Benefit From Bundling • 80% of eBook Sales at Dover are Bundles
- 9. BE A FIREBRAND Do You Feel Fulfilled? • Print Fulfillment and eBook Fulfillment in a single Shopping Cart? How do I do that? • Tools are available, but how do you integrate?
- 10. BE A FIREBRAND Time to Get Engaged • People Don’t Buy What You Do, They Buy Why You Do It
- 11. BE A FIREBRAND No Finish Line
- 12. Publishers Offering Direct Distribution: What Does it Really Take To Pull It Off? Micah Bowers | Founder & CEO | mbowers@bluefirereader.com
- 13. Strategy
- 14. UNDERSTANDING SUCCESS: • The Goal Mix • The ROI Gorilla Strategy #DigitalBook2014
- 15. Strategy
- 16. DEFINING AND COMMUNICATING SUCCESS: Strategy • Defining and weighting the various goals of the initiative • Clearly defining how success will be measured or expressed • Communicating these goals and success measurement tactics to management and across the organization • Revisiting and revising goals as you learn and adapt to rapid change – and communicating about that to#DigitalBook2014
- 18. EMBRACING CHANGE: • Choose vendors like choosing a mate • Lean in or lean out, but definitely go lean • Map technologies to goals Technological Solution #DigitalBook2014
- 20. • A cultural shift? • Engagement is a key component to achieving most goals Commitment to Engagement #DigitalBook2014
- 22. Sustained Execution • Watch out for the hobby label • Failure is not an option… it’s an asset #DigitalBook2014
- 23. Getting Started
- 24. DIRECT DISTRIBUTION: What Does It Take To Pull It Off? CASE STUDIES Kristen McLean Founder & CEO Bookigee @BKGKristen
- 25. F&W Media
- 26. F+W, A Content + eCommerce Company “F+W connects passionate, like-minded groups of people to share an ongoing exchange of information, ideas, and inspiration. We are committed to providing the very best experience for our consumers across our niche categories – craft, art, writing, design, outdoors, and lifestyle.” F&W - STRATEGY
- 27. F&W - STRATEGY 33 VERTICALS WITH DEDICATED E-COMMERCE STORES
- 28. F&W - TECHNOLOGY WEB-BASED, INTEGRATED SITES - COMMUNITY, CONTENT & COMMERCE The entire world of this interest – in one place Videos, articles & how-tos One stop shopping Print & digital magazines Social media integration
- 29. F&W – ENGAGEMENT COMMITMENT A CONTENT TEAM OF 6-10 PEOPLE FOR EACH VERTICAL Led by a group publisher (content) and a digital product director (structure) Each Content Team works with: • Shared cross-vertical marketing personnel • Email deployment specialists • Customer service staff • Web developers
- 30. F&W – SUSTAINED EXECUTION E-COMMERCE HAS GROWN FROM $6M TO $60M IN 6 YEARS • F&W serves 20 million consumers annually • Double-digit growth in organic traffic to many primary communities • Company has completely retooled its business model
- 31. FarFaria
- 32. FARFARIA - STRATEGY To create an immersive, game-like kids’ reading environment for home and school that focuses on original content and digital reading for children 2-9.
- 33. FARFARIA - TECHNOLOGY MOBILE APPS FOR APPLE & ANDROID – FREEMIUM/SUBSCRIPTION Interactive Story-World Sort by level “Read to Me” or read alone 700+ stories - Five new stories each week
- 34. FARFARIA – ENGAGEMENT COMMITMENT A FULLTIME TEAM OF ELEVEN + DEVELOPERS IN BRAZIL & PHILLIPINES • Dozens of artists and voice actors • Technical co-founder in-house • 33 iOS releases/versions - Android new • Building out Common Core (CCSS) now • Constantly using metrics to improve
- 35. FARFARIA – SUSTAINED EXECUTION IN FARFARIA FAMILIES, KIDS READ MORE THAN 5X THE NATIONAL AVERAGE • FarFaria has over 1 million reads per month • Winner 2014 Family Choice Award • Education.com partnership to give 10,000 teachers new digital libraries • $3.3M A Round lead by VC Inventus Capital in February 2014
- 37. To create a prototype literary app that could be used to drive engagement, subscription conversion, and revenue throughout the papers in The Tribune portfolio. TRIBBOOKS - STRATEGY
- 38. TRIBBOOKS - TECHNOLOGY BUILT ON PAGE FOUNDRY’S INKTERA MOBILE EBOOKSTORE PLATFORM Curation driven by Tribune editorial Embedded HTML5 Tribune content Real-time flash sales Trib eBooks free to subscribers 1.3M books in catalog
- 39. TRIBBOOKS - TECHNOLOGY CONTENT EXCHANGE WITH OTHER PUBLISHERS • Publisher gives ltd. qty. of ebooks • Tribune uses books for promotion in the app • Tribune underwrites major ad campaign to 1.3M readers • Publisher receives face-out bump in larger market • Publisher receives complete engagement reporting
- 40. TRIBBOOKS – ENGAGEMENT COMMITMENT FULL MARKETING & EDITORIAL INTEGRATION ACROSS THE TRIBUNE • Core team of eight at Tribune & three at Page Foundry • App marketing run by the Tribune staff • Print, & digital advertising to 1.3M Tribune subscribers • Free Tribune eBook content to subscribers • Subscriber integration with the Tribune backend • Event integration with TribNation & LitFest
- 41. TRIBBOOKS – SUSTAINED EXECUTION EXCEEDED TRIBUNE ROLLOUT EXPECTATIONS BY 500% Plans on drawing board for versions for other Tribune properties 6X the subscriber engagement with Tribune eBooks Cross-platform content exchange underway with multiple publishers Seen as important experiment among news community
- 42. THE FOUR ELEMENTS Strategy Technological Solution Commitment to Engagement Sustained Execution #DigitalBook2014
- 43. THANKS! Micah Bowers Founder & CEO – Bluefire @MicahSB Doug Lessing President – Firebrand Technologies @AskBurnie Kristen McLean Founder & CEO – Bookigee @BKGKristen #DigitalBook2014