THE MARKETING OF THE BOOK

The book has been printed. Now it's time to market. Since before we wrote the book, of course, we already have an idea who will read our book. That's where our marketing target. When I start a publishing business, I wrote a series of books "Merantau ke Saudi Arabia" (Going away to Saudi Arabia). These books contain the range of skills and knowledge of the Arabic language, culture and work motivation. In my mind is driving hundreds of thousands of prospective workers in offices PJTKI spread in Jakarta and surrounding areas were jockeying to buy my book.

Once the book has been printed I immediately make a written request cooperation with almost one hundred recruitment agency offices to market my book. It turned out that most of them agreed to work together. It was not all smooth. There are several offices which every week ordered 200 to 400 copies, but many were a month just ordered 50 to 100 copies. Busy indeed. Fro sale and orders. Ear to heat calling by phones, checking every customer whether what the book was finished yet. Sweat pouring lifting cardboard deliver every order. Not to mention the need to take care prints every books about to run out.

If the target market is always stable throughout the year, even increasing, it is okay for the kitchen is always steaming. Only when the target market erratic up and down as described above. TKI time still booming orders almost every day is always there, but so sending workers temporarily stopped, start suffocating.

For the short term and circulation are not so many, marketing techniques as described above is still possible, but for the long term and reach a wider target market, then we need the services of a distributor. Distributors generally have a broad marketing network, many are not even limited to the province, but also encompasses national and international territory. Moreover, if the publication we have developed a lot of titles, many authors, many employees, a lot of capital, there was no way we market all its own.

Marketing is the life of publishing. Publishing is not possible if the marketing jammed roads. Books that already we print we ended up just selling a kilogram in Junkman. Our ideals as a publisher failed becouse of it. Capital runs out. Money does not come back.

At least four targeted marketing books:

1. Individual

Candidates for this individual customers can deal directly with publishers via :

- Showroom publisher, for example in the form of retail outlets located in one complex with a publisher or in stores branches in various regions.

- Direct booking over the phone, letter or SMS and sent via express package.

- Sales by On Line.

2. Educational institutions, social, corporate and governance

- Schools, colleges, places of course.

Educational institutions is the best market share for the publishing business. They are the largest consumer book anywhere and anytime. Especially now after the outbreak of the gadget, the public interest is beginning to shift from conventional book to e book. Generally in educational institutions  still use  conventional books. Just do not let us go back to the era of the 90s until 2010 where marketing books in educational institutions already approaching mafia practices which very disadvantaged students. We have to use a marketing approach that is more cultured and respectable.

- Public libraries, national, regional, local, district, and village levels.

In the air when they are always updating and rejuvenating their book collection. Moreover, if we have the annual books, then they will always be subscribed annually.

- All government agencies and private companies

They generally have a cooperative entity that sells whatever is needed by the employees. Some of them  need for the books, either for themself or for their wife and their children.

3. Traders retail book

- Bookstores,  in malls or in stalls of street merchants in the book exchange centers, such as in the Shopping Centre in Yogyakarta, at Jl. Semarang, Surabaya, Semarang Johar Market, in Senen and Jatinegara, Jakarta etc.

- Agencies seasonal mass distribution.

- Pitchman agencies

this agent has many bookseller subordinates. Some of them use  the car, motorcycle, bicycle, or on foot. Almost all parts of the towns and villages can be reached by this agency.

- Hawkers in public transport, markets, offices, tourist attractions, etc.

4. Book Distributors

Book distributor is the middleman for the publisher to the retailer. Major national Distributor has a national network. Almost in every area of ​​their own representatives and warehouse storage of books. They are always ready to market every book we publish to the entire country. Distributor greatly assist publishers in reaching retailers in remote areas who could not be reached by the publisher.

For retailers greatly helped in providing a range of merchandise from various book publishers.

In accordance with its function as middlemen, distributors should not be doubling as a retailer. Practice duplicate this functionality be the culprit of the destruction of the market price of the book. A war between the distributor and retailer discounts. Most retailers are generally less competitive. Consumers flocked ran to the slogan BUY RETAIL distributor wholesale price. Though retailers generally are people of economically weak groups.  Distributor is generally the owners of big capital.