The Yearbook World of Scott Geesey
from Jostens Yearbooks of central/northern Pennsylvania
ARCHIVE - JANUARY 31, 2021
NEED TO SELL MORE BOOKS?: Consider These Suggestions
Hello! As I compose this a snowstorm has begun in the neighborhood. As usual it'll be easier in some areas, worse in others. Some folks more downstate may get a foot or more of snow.
And we've known about this forecast for a couple of days now, with some snowfall adjusting by the weather folks here and there. Two quick thoughts...
Even adults still anticipate a good old fashioned snowstorm, like we were kids. Isn't that true? We all get excited when the snow begins to fall. Perhaps you grab your favorite warm beverage - mine is a yummy hot chocolate - and just watch the snowflakes.
But now THIS year perhaps the good old fashioned school snow day is a thing of the past? I want to see how many schools will now do a "virtual day" with remote learning now that it has become so common. Has the snow day really gone away?
If your yearbook sale is behind schedule, don't feel too badly...
Across the country most schools are behind schedule on their yearbook sales right now. You can guess why - this insane situation we're still in.
But there are still definite deadlines coming up, for both spring and summer/fall delivery yearbooks. And when your book sale falls that means less revenue for YOU. NOT GOOD.
This month of February is a crucial month for your sale. What are some ideas to help boost your sales over the next few weeks?
USING UNUSED FUNDS: Let me repeat this one to start. Nearly every school out there has some excess funds this year because of various cancelled event this year: field trips, senior trip, etc.
For high schools, maybe use those funds to buy a yearbook for every senior. Most or all schools have already canceled spring features like a senior trip or the like. The year has already been a real drag for their final year in school, why not give them SOME kind of reward?
For any school, maybe use funds as an incentive for students to improve their grades. I've seen many stories about a record number of failing grades this year in most schools. If a kid improves their grades they earn a discount off their yearbook this year, or even a FREE book.
Or perhaps a student performs some service, creates some special project, or does some things around school or around town to earn a reward. Many kids would LOVE to earn something this crazy year - excess school funds could be used positively to help.
THINK MOBILE: Why this one? Because so much happens these days on mobile devices, and that includes shopping. Many people just whip out their smartphones when they want to buy almost anything today.
So why not your yearbook? But the key is to make it as easy as possible for someone to get a copy of your book with their device.
One easy way is to create or get a custom QR code that's tied to your specific online sales offer, straight to you. Then folks can scan that code with their phone and get right to buying.
For Jostens schools ask your representative to get a code to you. I just did that with my schools and sent that out to everyone to make it easier to make a purchase.
And if you have video boards around school, display that QR code there and watch people grab their phones to scan it and go straight to your book sale offer.
USE SOCIAL MEDIA: Hopefully this is a no brainer by now. People today, including PARENTS, essentially live on Facebook, Instagram, Twitter, Snapchat, Tik Tok or whatever. That's a great place to reach them.
For Jostens schools you have a LOT of resources available to use on your Yearbook Avenue website. Just go to Sell, then Plan and Promote. Scroll down to the social media area with plenty to lift and use there.
A key to success with social is to be regular with your messaging. A one shot post won't work. You need a series of messages, perhaps once a day. And have some fun with your posts - think memes, short videos, etc.
EMAIL FROM SCHOOL: While our Jostens email marketing messages are terrific, nothing beats a message coming straight from school. The statistics prove it - parents are more apt to open a message coming from school than from any company.
Keep the message simple but emotional. It's the most historic year ever, and the only place to always remember this amazing year is with your yearbook. Years from now EVERYONE will want to recall this insane crazy year...but they can't do that without your book! Then remind them on how to get one...
DON'T IGNORE HANDOUTS: They seem so old school these days but a printed flyer is still a quick way to pass your message. Just remember to not go TOO long, and include the particulars on HOW to get a copy of your book.
For Jostens schools with a web offer active that means the website address but also our toll-free phone number for people to call. Even if someone wants to pay by check the phone service operator can assist them.
LOW TECH PROMOTION: Sometimes the old days still get the word out. School announcements, roadside signs along streets or roads or driveways, large visible posters, sidewalk chalk messages at the main entrance - use anything you can do to grab attention. And not once but multiple times in the coming weeks.
Special notes? With those yard signs be sure to move them periodically to a new spot to be noticed. Don't do the same boring announcements, spice them up with some action. Consider creating a commercial or two if you can get them played. Ask some awesome art students to make a great sidewalk chalk creation for you, and the same with any schoolmade poster.
And then finally - ask your students to brainstorm ways to reach their classmates with your yearbook messaging. THEY know how they want to be reached and it's probably the same for other students.
The simple key is attracting attention - do everything you can to do just that for your yearbook sale.