Publishing Technology Executive Exchange Dec 2012, B Holding, HK: Time of Chaos, Time of Control
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Transcript of Publishing Technology Executive Exchange Dec 2012, B Holding, HK: Time of Chaos, Time of Control
TIME OF CHAOS,TIME OF CONTROLPresentation at Publishing Technology’s Executive Exchange
Brian Holding, Human Kinetics
Dec. 12, 2012
Chaotic times• E-book formats
• Product forms
• Devices
• Sales channels
• Digital rights
• Discounting
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
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
Online University E-book Licensing
Library E-Book Retailers
…direct access to your customer
• No more gatekeepers (buyers)
• No more shelf limits
• No more geographic boundaries
• No more product limitations
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
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
Human Kinetics’ websiteYTD
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 11.3% of total site
traffic!Translates to about
160k/month and 5,200/day
72% of HK
survey respondents use their mobile device to access
the Web daily
Sources: Google Analytics (HK data), Microsoft (mobile data), HK employee survey
From where in the world are they coming
1. U.S. – 1.4 million
2. Canada – 263,000
3. U.K – 254,000
4. Australia – 147,000
5. India – 70,000
6. Philippines – 58,000
7. Malaysia – 25,000
8. Singapore, 24,200
9. N. Zealand – 23,500
10. Ireland – 22,250
Others:• Germany, 16,000• Spain, 15,430• Italy, 15,266• Brazil, 11,000• Turkey, 10,383• China, 10,000
How are people finding us?
• Who exactly are these visitors?
62.7%
21.8%
13.7%
1.5% 0.1% 0.1%
Visits by Medium - YTD
organic search
direct
referral
cpc
other
10%
39%
14%
21%
7%9%
Visitors by Type
Consumer
Professional
Student
Instructor
Other
No Answer
Sources: Google Analytics, HK Customer Survey
How many and what are they buying?
Nearly 1 million individual customer records in our systems
• 42,454 U.S. individual purchases in past 7 months compared with 57,000 for all of FY12.
• Over 150,000 customer records with our subsidiaries in Europe, Canada, and Australia/New Zealand
Online courses, books, and e-books
• $1.5 million in product sales past 7 months
• $719,000 in online course sales
• Best-selling products are coaching education courses
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
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
Any questions?