Return To The Origin And Think About Marketing

However, throughout the past two years, although the book publishing exhibition has a variety of moves, there is a tendency of "marketing alienation" from outdoor slogans, huge sales advertisements, special sales promotion activities from the large scale hardcover booth to the luxurious lineup reception, and more attention is paid to the form of marketing than the essence.

But what is interesting is that, on the one hand, the overall marketing consciousness of publishing industry is still in a backward state compared with other industries. On the other hand, its sales promotion means seem to be abnormal development, and the result is marketing for marketing, and excessive selling and unrealistic promotion in publicity and promotion are all contrary to the essence of book products.

Some people call the present exaggerated waist trick "the evil seal", and point out this is "damage the publisher's good faith" behavior, I agree very much.

From book positioning to pricing, channels, promotion, etc., this is a whole marketing process.

Promotion is aimed at channel providers or readers, whether for brand promotion or book individuals, it is necessary to carve out and locate accurately.

For example, why do you advertise?

To whom?

How to avoid empty words and lack of connotations?

To solve these problems, only when we return to the origin of marketing, can we establish targeted marketing models and mechanisms, and plan promotions that directly refer to people's hearts.

Only by innovating on this basis can we make Chinese book marketing gradually move towards a standardized and mature track.

Our small amount of publicity input will not play a role.

At the same time, we should remind the industry to pay attention to another tendency: attention to marketing technology is more important than product quality. That will be a short-sighted and no turning back.