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How to Expand Your Reach into the Specialty Book Market. John Johnson Vice President – Business Development Picaboo Yearbooks. Picaboo. The Origin of the Picaboo Name Picaboo is a play on the phrase peek-a-boo , which is a common expression that brings smiles to people’s faces.
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How to Expand Your Reach into the Specialty Book Market John Johnson Vice President – Business Development Picaboo Yearbooks
Picaboo The Origin of the Picaboo Name Picaboo is a play on the phrase peek-a-boo, which is a common expression that brings smiles to people’s faces. Picaboo’s use of the term reflects the company’s culture, target market and mission Picaboo was founded in 2006 and is a premier provider of photo Picaboo Yearbooks is a division of Picaboo and was established in February 2012
Social Media Behavior, it’s Personal Facebook 1.5 billion users 23% of Facebook user’s check their account more than 5 times per day 350 million photos are uploaded every day Twitter 500 million users 400 million tweets per day Google+ 500 million users 80% of users login at least once a week and 60% of users login everyday The +1 button is served more than 5 billion times per day Instagram 130 million users More than 5 million photos are uploaded daily Every second 8000 users like someone’s photo Source: Digital Insights, November 6, 2013
From Yearbook to Mybook Traditional yearbooks although filled with pictures and stories do not provide the personalization expected today Some students may only have 1 or 2 pictures of themselves in a 200 page book compared to the average Facebook account that has 280 photos People wanting to tell their story is driving demand for personalized Yearbook’s and Specialty books
The Specialty Book Opportunity InfoTrends estimates that the potential School Yearbook market is over $1.5 billion dollars based on traditional yearbooks sales to the K-12 market Elementary school enrollment is expected to grow 8% by 2021 There is a huge additional market opportunity emerging as a subset of the traditional yearbook market and that is Specialty Books
High School Sports is Turning into Big Business A $60M stadium that seats 18,000 was opened in a high school in Allen, Texas New Balance, paid $ 500K to help refurbish a high school stadium in Gloucester, Massachusetts for the naming rights The California Interscholastic Federation signed a 15 year deal with Time Warner Cable to broadcast high school playoff games for $ 8.5M
Millions of High School Sports Images are Captured There are many websites dedicated to capturing and sharing sports photos but these photos are not yet being turned into books
What are Specialty Books Specialty books are growing to satisfy the need for more personalization and meaningful content Specialty Books have an unlimited number of applications Event Sports Teams Marching Band Clubs Camps Art Culinary Sorority Church
Specialty Books for School Events Many yearbook submissions are due at the printer in March or even February which means many events like Spring Sports, Prom and Grad are endlessly photographed but the photos are never included in the Yearbook
How to make Specialty Books There are several ways to have Specialty Books created: Provide the images to an organization to create the book Create the book yourself with easy to use online software Hire someone from an organization such as APPO to make the book Develop pre-formatted book templates and re-use them with new images
Contribution & Collaboration Since Specialty books are usually made by groups, teams or organizations the ability to allow participants to contribute photos and videos enhances the richness of the content By allowing collaboration on the Specialty Books all participants become stakeholders in the project The more people that contribute and collaborate the greater the intent to purchase
Hard Cover Books Hard cover books are case bound and ideally are PUR glued or stitched for superior strength and maximum lay-flat qualities. This is one of the strongest binding methods available • Example Specs from Picaboo • Hard Cover: Features a glossy or matte laminated 1.5 mm paper cover over a 2.5 mm acid-free board • Paper: 100-lb. acid and chlorine-free archival quality glossy text . • End Sheets: White
Soft Cover Books Soft Cover books are “perfect-bound” and also ideally are bound with PUR glue. They are similar to a paperback book, using a thermally-activated technology that binds the cover and pages together at the spine with a strong, flexible glue • Example Specs from Picaboo • Soft Cover: Features a glossy or matte laminated 1.5 mm cover on 10 pt cover stock • Paper: 100-lb. acid and chlorine-free archival quality glossy text . • End Sheets: White
eYearbooks An eYearbook is a book you can download to a smart phone or tablet, such as an iPad, iPhone or other mobile or reading device The term for this type of file is called an .epub file eYearbooks are a exact copy of the available printed book but cannot be output for printing
How to Get Started in Selling Specialty Books Contact an organization, club or sports team that you are already working with or use the opportunity to break into new accounts Create a Storefront and set a price Announce that you will be offering a Specialty Book and provide the pre-order information Create the book yourself or with collaborators Publish the book and collect the Profits
Previous Obstacles to selling Specialty Books Not knowing how many books to order and making sure that there are not unsold books left over Marketing the books to a wide audience Selling and collecting the money Delivering the books
The Barriers to Selling Specialty Books are Gone Yearbook software allows for collaboration so multiple people can work on the book at the same time On Demand printing allows only the quantity of books sold need be ordered Easy to use email campaigns are available to drive customers to an online Storefront Availability to collect the orders and payment online Deliver books directly to your customers from the printer
Email marketing Example; MailChimp, if you have fewer than 2,000 subscribers, you can send up to 12,000 emails per month absolutely free Easy to use content templates
Selling Books from a Storefront Picaboo Yearbooks offer an online Storefront where customers can sell their books and determine the mark-up The Storefront has three statuses: Coming Soon: This status is reserved for books that are being worked on but do not want them to be available for sale yet Pre-Order: The pre-order option causes all books ordered to queue up and have one order placed for the entire quantity Immediate Order: Immediate Order allows customers to purchase a copy or copies of the book to be shipped to their home address
Mark Up & Revenue All customers who create a book have the opportunity to mark-up the cost price of their book in order to set their own retail price and make a profit These profits can also be used for Fundraising initiatives The customer can designate who the payments will be made to
