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sales and marketing

strategies for publishers

driven by experience,

connections and credibility

Boston | Oxford | são Paulo | New Delhi | Beijing | pcgplus.com

sales and marketing

strategies for publishers

driven by experience,

(2)

Content knows no boundaries

As a publisher, a major goal is to expand your

readership and extend your influence, but where to

start? How do you understand and serve diverse

users and decision makers in emerging countries

around the world? How do you even know who to

reach out to?

PCG can simplify your global sales

strategy

For over 20 years, PCG has been connecting academic and professional publishers to the worldwide library community, with a comprehensive range of specialized sales, marketing and research services.

Whether it’s focus groups with microbiologists, conference exhibits in the Ukraine or library visits at remote universities in Ecuador, PCG has been there. Our blended and customizable programs will help you navigate your target market, increase your sales and globalize your audience, no matter how treacherous the journey.

PCG sErviCEs n sales • Local representation • Multilingual outreach • Lead generation • Customer service n Marketing • Promotional campaigns • Collateral materials • Conference exhibits • Library relations n research • Gap analysis • Focus groups • surveys • strategic consulting

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M ea su re R O I Se t p rio rit ie s De ve lo p ta ct ic s Gap a nalysis Librar y visits Focu s Grou ps Marke ting s trategy Sales p rojection s SWOT Lead gen erat ion Emai l mar ketin g Sale s pro gram

Market seCustomer profilesgmentation

Purchasing trends

Visit pcgplus.com to download our free industry white papers and research reports:

• Trends in Journal subscription renewals and Cancellations Over the Last Five Years

• Annual Library Budget survey

• scholarly eBooks: Best Practices to Encourage High Usage

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Global representation

You want to grow your business and create ongoing relationships with key decision-makers, but staff limitations, management time and overhead costs stand in the way. PCG can be your dedicated sales force. Our experienced library-facing sales staff has negotiated millions of dollars in new revenues for our publishing clients.

Our team will develop a sales plan to meet your objectives in key territories, conduct prospecting activities, visit decision-makers, negotiate terms, secure sales and manage orders.

regional Account Management

PCG’s local representation services in Latin America, india and China off er programs that can minimize costs, uncover new sales and provide customers easy, direct contact with your organization.

We are well positioned in emerging countries to generate leads and sell to academic libraries, government agencies, corporations and library consortia.

Customer service

Our local offi ce serves as your continental address, creating a nearby presence for your company. You can build closer relationships with your overseas customers by establishing communication in their native language. We will answer incoming inquiries regarding pricing, product content, access, article submission and claims.

SaLeS > Deploy a global Sales Force

PCg will:

n sell to libraries, consortia and

end-users

n Upsell existing subscribers n Grow your customer base n Promote special off ers and trials

PCg will:

n speak to your prospects in their

language during their workday

n visit your current and potential

institutional customers

n Work with local third party

vendors

n Negotiate with regional consortia n report on market trends n Attend regional conferences

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We will identify the most appropriate institutions to target and coordinate every aspect of your promotion to generate new sales. Because we conduct business in ten languages across five continents, we can tailor your plan to match local needs, from email and telemarketing to collateral, social media, Pr and conference coverage.

Lead Generation Telemarketing

Whether you already have a list of prospects or need us to identify institutions potentially interested in your publications, we will locate the decision-maker within each library, introduce the unique benefits of your publication and handle all the follow up necessary to secure new sales.

Free Trials Promotion

Based on your current customers, we develop prospect lists of institutions, library selectors or faculty members and invite them to review your titles. influencers at targeted institutions will have the opportunity to evaluate your content, increasing the likelihood of a new subscription.

Faculty Marketing

We solicit submissions for your publications among respected researchers in their field while generating greater awareness for your product. We also collect input from these high profile researchers which can be integrated in your editorial strategy.

Lapsed subscriber Campaigns

PCG directly contacts your list of lapsed subscribers around the world in their native language to collect extensive feedback to increase the likelihood of recapturing their subscriptions. We also gather detailed information about libraries’ selection process, so you can better address their concerns..

marketing > motivate your target audience

PCg will:

n Expand the awareness of your

publications.

n Encourage librarians, academics,

and researchers to initiate subscriptions

n Grow traffic to your digital

content

Lapsed Journal Subscriptions Renewal Trends 2007-2012 % Renewed % Pending % Cancelled 2007-2008 2008-2009 2009-2010 2010-2011 2011-2012 60% 50% 40% 30% 20% 10% 0 _PCG126x3_10wt.indd 6 9/27/12 8:06 PM Lapsed Journal Subscriptions Renewal Trends 2007-2012

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reSearCH > identify long-term opportunities

Before you can devise any editorial, marketing, pricing or content delivery strategies, you need useful market intelligence. Our industry veterans, drawn from the ranks of librarians, scholarly publishers and researchers, know which questions to ask, who to ask and how the answers can help you.

Library Advisory Board and Focus Groups

Publishers come away with a better understanding of which ideas and plans need to be strengthened, changed or canceled. Potentially disastrous and expensive mistakes can be avoided, and stronger, more appealing offerings can be developed to broaden your audience and enhance your image.

Customized Market research Campaigns

We can collect feedback from different segments of your subscriber base or test new concepts in different countries. Then we analyze the data and make practical recommendations which you can integrate with your overall editorial or marketing strategy.

Market Overview report/Gap Analysis

Let us analyze your subscriber data to identify potential gaps in your target markets. By researching key institutions with programs most relevant to your publications, we can measure the level of penetration of your journals and identify opportunities for growth.

Library and Publishing Market reports

Based on our first-hand experience visiting and surveying librarians around the world, we will examine factors unique to each country and culture and make recommendations to integrate in your communication plan.

PCg can answer:

n What are end users looking for? n How can you address their most

pressing concerns?

n How is your collection perceived

in the market?

n What is the correct price point?

eBook Trends

Percentage of eBook spending in libraries as part of the overall book budget from 2006-2011. From the PCG 2012 Library Budget Report 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0% 2006 2007 2008 2009 2010 2011 All Academic Medical/Health Government Corporate Overall _PCG126x3_10wt.indd 4 9/27/12 8:06 PM eBook trends Percentage of eBook spending in libraries as part of the overall book budget from 2006-2011. From the PCG 2012 Library Budget Report

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Key Trends from the 2013 Library Budget survey

Global Predictions nOrtH ameriCa Materials 0.1% serials 0.7% Books -0.4% Overall 0.3% SOUtH ameriCa Materials -3.4% serials -3.3% Books -3.6% Overall -3.4% eUrOPe Materials 0.9% serials -1.1% Books -0.6% Overall -1.4% AsiA PACiFiC Materials 4.5% serials 2.4% Books 4.8% Overall 4.9% PCg OFFiCeS

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38 Chauncy street, suite 1002, Boston, MA 02111, UsA • T +1 617 497 6514 8100 Alec issigonis Way, Oxford, OX4 2HU, UK • T +44 (0) 1865 397800 BOsTON | OXFOrD | sÃO PAULO | NEW DELHi | BEiJiNG

inquire@pcgplus.com | pcgplus.com Established in 1990, PCG (Publishers Communication Group) is an

internationally recognized sales and marketing consulting fi rm providing a range of services designed to support and drive your sales strategy. With local staff in the Us and Europe, as well as in growth markets such as india, China and Latin America, PCG combines a breadth of over 20 years of sales, marketing and research experience with a depth of knowledge in scholarly publishing and the global library community. PCG is a Division of Publishing Technology.

Publishers around the world have partnered with PCg for over 20 years to increase their sales, promote scholarly content and connect with new subscribers.

1DegreeBio

Adam Matthew Digital Allen Press

American Association for Cancer Research American College of Physicians

American Institute of Aeronautics and Astronautics

American Institute of Physics American Medical Association American Physical Society

American Physical Therapy Association American Physiological Society American Psychiatric Publishing American Psychological Association American Public Health Association American Society for Biochemistry and

Molecular Biology

American Society for Microbiology American Society for Nutrition American Society of Civil Engineers American Society of Clinical Oncology AMSUS

Association for Computing Machinery BioData BioMed Central BioOne BioScientifi ca Blood Bloomsbury Brill

British Medical Journal CABI

Cambridge University Press Chronicle of Higher Education Cold Spring Harbor Laboratory Press Credo Reference

Decker Intellectual Properties Duke University Press Elsevier

Emerald Endocrine Society

European Association of Geoscientists & Engineers

European Respiratory Society Focus Economics

Geological Society of London Geological Society of America GSE Research Guilford Hogrefe Human Kinetics IFIS Inderscience INFORMS

Institution of Civil Engineers - Telford Intellect

International Monetary Fund IOS Press

ISPG - Independent Scholarly Publishers Group

Johnson Center for Philanthropy Journal of Bone & Joint Surgery JOVE

LexisNexis

Lippincott Williams & Wilkins Maney Publishing

Microform Academic MIT Press

National Research Council Nature

New England Journal of Medicine OECD

Optical Society of America Oxford University Press Palgrave Paratext PEP PNAS Policy Press Portland Press ProQuest

Radiological Society of North America Royal College of Nursing

Royal Society Sage ShipIndex

Society of Exploration Geophysicists Springer

Taylor & Francis

University of Toronto Press Water Environment Federation Wiley-Blackwell

References

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