Posts Tagged Google
ABA members that sign an IndieCommerce contract between now and May 31, 2011, can use IndieCommerce for only $100 per month for the first three months.
Among the other benefits are:
- Greatly improved search and shopping cart features
- The ability to sell e-books, including Google eBooks™
- Hundreds of themes, colors, looks, and modules to choose from
SIBA & WRITERS FOR THE RED CROSS
Booksellers & writers partner to raise awareness for the Red Cross
If there were one word to describe the Red Cross, it would be “community.” Each year, in communities large and small, victims of some 70,000 disasters turn to neighbors familiar and new—the more than half a million volunteers and 35,000 employees of the Red Cross. Through nearly 700 locally supported chapters, more than 15 million people gain the skills they need to prepare for and respond to emergencies in their homes, communities and world.
Independent bookstores share our commitment to community by bringing readers and writers together every day in hundreds of ways, large and small. And these communities continue to grow and be strengthened through online outreach, social media, partnerships with Google ebooks…and through partnerships with national organizations with a similar mission of community—national organizations like the Red Cross.
Booksellers: With your help, we can make a difference!
http://www.writersfortheredcross.org will go live in mid-February, with active fundraising beginning March 1-31. It is modeled on the highly successful “Do the Write Thing for Nashville” fundraiser, which raised $74K in ten days following last spring’s devastating floods.
This national, online event is intended to raise funds for, as well as awareness about, the Red Cross and its work in communities. Writers for the Red Cross (WRC) will be auctioning off publishing related items and services donated by authors, publicists, agents, and editors. They will also have daily guest posts from authors about “What the Red Cross Means to Me” and a daily countdown of “31 Things You Didn’t Know About the Red Cross.”
How can your store participate?
Stores which have a website affiliate relationship with SIBA will automatically be included. Key titles on writersfortheredcross.org will be linked to SIBA affiliates for purchase, and SIBA will donate any commission earned for those sales back to the Red Cross on behalf of the bookseller.
If you are an IndieBound eCommerce store and don’t have your affiliate option turned on, there is still time to be included. Email email@example.com before February 15.
Writers for the Red Cross will include your store and a link on their bookstore “Appreciation Page.” Throughout the online event, SIBA and WRC will be doing call-outs to this page and urge visitors to explore the independent bookstores featured there.
In addition to a link on the “Appreciation Page,” Your store will be featured prominently as a “featured bookseller” on the home page of the event, along with an image of your choice linked to your store website or email. Your store and image will be featured for at least one day on the site, perhaps longer depending on how many stores choose to participate.
For all participation levels
SIBA and WRC will help get the word out of any event or promotion organized by individual stores in support of the Red Cross. The site will include an online calendar of all bookstore activities supporting the Red Cross (Blood Drives, author events, in-store sales, etc.)—as well as upbeat blog post mentions of bookseller efforts to help the Red Cross.
Ideas for Red Cross initiatives at the individual store level:
- Organize a Blood Drive
- Host an author reading
- Set out a donation jar at the check-out counter for “Writers for the Red Cross.”
- Do a 31-hour in-store or online sale, with a percentage of sales earmarked for the Red Cross. (Red Cross Month is 31 days.)
- Choose a specific book, books, or genre you’d like to promote in March (Red Cross Month), with a percentage of sales earmarked for the Red Cross
Send us news and pictures of your event! We’ll blog about it on our event website. We will also include your event on our on a “Red Cross at the Bookstore” collective calendar.
We will contact participating stores on April 1 with information on how to transfer the funds raised directly to the Red Cross. The Red Cross will also provide documentation of all gifts and donations for tax purposes.
FOR QUESTIONS OR TO PARTICIPATE, CONTACT:
Holly Tucker (firstname.lastname@example.org)
Volunteer, Writers for the Red Cross event coordinator
Amy Kerr (email@example.com)
Director, Major Gifts; American Red Cross
from Jack Heape – Download his free book here – http://www.tradeshow.sibaweb.com/home/documents/doc_download/7-guide-to-google-for-bookstores
Customer Acquisition Cost
I recently spoke at the Southern Independent Booksellers (SIBA) conference. During my presentation, one of the concepts I discussed was that of “Customer Acquisition Cost“. When I questioned the audience members as to whether they knew what this cost was in their business, only one individual responded affirmatively. The rest had no idea.
Customer Acquisition Cost (CAC) is a measurement of your sales and marketing strategy. Simply put, it is the cost you incur to get a new customer to patronize your business. It is not a measurement of the effectiveness of your marketing strategy, but rather an indicator of the total investment incurred to gain that customer.
Notice I said investment. Not expense. An expenditure to gain a new customer is an investment. if you are spending $20 to get a new customer, shouldn’t make every effort to hold onto that customer so that you get a return on your investment. Customers are an asset. An asset than can keep putting money into your pocket long into the future.
Here are some other examples. The Intermarket Group is an organization that conducts research about most everything having to do with the internet. Recently, they completed a study on customer acquisition cost. Some examples on the cost to sign up a new customer from the study are as follows;
- Barnes and Noble.com $42
- Amazon.com $27.60
- Priceline $32.30
- Beyond.com’s $29.30
Don’t you think that companies that are spending this kind of money to gain a new customer are interested in keeping that customer? if not, they are just wasting that money.
One of things I stress in my talks is the necessity of thinking of marketing as not just advertising, but as a tool for building customer relationships. If your business is incurring real costs in gaining a new customer, then that business needs to maintain and nurture a relationship with that customer. if they do not do so, then they are not going to recoup the expense of that investment.
As a business owner, you really need to track this cost and make sure that you are recouping it. Here are some areas that you need to measure.
Customer Acquisition Cost by marketing segment
How much money are you spending in each area of your marketing. Furthermore, what is the value of the customer that you are obtaining from that segment? If you are spending $300 a month on the Yellow Pages, but only getting 10 customers a month from it who only spend $15 on a book, are you getting your money back? Maybe, if they are continual repeat customers. Unless you track this you will not know if this expenditure is paying off for you.
The cost of gaining new customers should go down over time. The decrease would primarily have to do with increased sales volume, and the increased brand awareness that every dollar expended promoting your business should bring. If the trend is not downward, then your business is not allocating its marketing budget properly and some changes need to be made.
Some areas of your marketing do not necessarily require an ongoing expenditure. For example, your website is basically a one time expenditure. is it gaining customers? Are they valuable customers? if the answer to those questions is a No, then a website makeover might be necessary. A simple change can bring big benefits if done properly. Same thing with discount coupons. or promotional giveaways.
Long Term Value of a Customer
Keep track of where that customer came from and how much he/she spends. If you find that some customers are generating continued revenuw over the course of time, then determine which marketing channel you acquired them from and concentrate your marketing expenditures in that area.
Knowing your Customer Acquisition Cost is a necessity for a profitable business. Only if you know what a new customer costs you, can you determine if you are getting a return on your investment in the acquisition of that customer. One of the big advantages of the internet as a marketing medium, is that it can be easily tracked. You know if you are getting results. And results (profit), and return on investment, is what business is all about.
How did email become such a burden? I remember the first time I was able to email hundreds of people at one time with information that I had before had to print, proof, fold, insert, address, post, and mail. And the first time I was able to send an attachment to several folks for review. When before we had done these round-robin mailings where folks would make their comments, and mail it on to the next recepient. And likely, it never made its way around and would have to wait until folks got together in person. Email is a beautiful thing.
And yet, I struggle with David Allen’s GTD strategy of emptying my email box daily. When I move items to folders before they are done, I forget about them. And it does not seem productive to have a folder called Stuff To Do. Sometimes I print them out and make a stack in my physical inbox so that I can move them out of my email inbox but that seems counter-intuitive, like handling a piece of paper one too many times. And then there is my volleyball strategy. It is where I basically throw the email back over the net to the person that sent it without really dealing with the issue at hand, by continuing to ask questions, or further delineate, or sometimes to even ask them to call me. (I want to apologize to you personally right now if you see yourself in any of my email responses, and, if you do, feel free to email me about it.)
I have 79 emails in my email inbox right now. I plowed through a ton of them today which led me to thinking about this blog post. And still I have 79. The oldest one is dated Jan. 31, 2010. It is a welcome email to compete.com that I have not visited since I signed up. I have flight info for trips I have yet to take. There are many emails about BEA events and the SIBA Book Awards, SIBA Trade Show Info, and Google reminders. And all of these things are important to me. Proof of their importance is that they are still in my inbox. But at the same time, they are still in my inbox. Tomorrow, it is my goal to empty my email inbox. Wish me well.