The Yearbook World of Scott Geesey
from Jostens Yearbooks of central/northern Pennsylvania
ARCHIVE - MARCH 7, 2021
TIME FOR SOME FUN PROMOTION: For Book Sales and Your Efforts
Hello! As I type this out in early March, the weather forecast for the coming week is positively spring like. Temperatures into the 60's? WOW.
And in Pennsylvania this week is the first week of spring sports practice. These warm temperatures are just what the doctor ordered, for those athletes and everyone in general.
For spring delivery schools it's final deadline time shortly. And hitting that final page deadline is crucial to your success and getting your books when you want them later this spring. If needed, redouble your efforts to make it. Ask your Jostens representative for help.
For Jostens high school advisers, be on the lookout for your copy of the new 2021 Look Book later this month. I'm honored that two of my partner school made the book this year - who? Wellll, you'll need to wait for the book...
So many ideas to use to promote your efforts...
Many yearbook staffs do a nice job in creating their book every year, but few really do much when it comes to promotion.
And by promotion we're not just talking about book sales. Yes, that's important but what about promoting YOU? Let's share some thoughts...
CHECK YOUR SENIORS: This is something to do every year but especially THIS year, the most historic school year ever.
If you haven't already, check your sales list to see which seniors haven't purchased. Then put together a promotion plan to contact those kids regularly to purchase a copy of your book to remember their final year.
And ask your front office about any unused funds this year because of cancelled activities. See if that money could be used to purchase yearbooks for remaining seniors.
PROMOTE YOUR HARD WORK: No one else in school has any idea how much work, time and effort you've put in creating your annual yearbook. And they'll never know if you don't tell them.
For spring books, part of your remaining work can be letting folks know the efforts your staff has made this year. Share stories you've told on pages, or stories on the hoops you've had to jump through this unique year to get things done.
And for summer delivery books, promotion of your efforts can not only help sell more books but could also get you more stories to tell on your remaining pages.
How to do that promotion? Social media is the top choice but consider regular announcements, posters and signs, short videos, even flyers on your "exploits" handed to students.
YBA IN THE BOOK FLYERS: This is perhaps my favorite book promotion method, a Jostens exclusive that lets everyone know that they ARE included this year.
A common complaint by students who don't buy a yearbook is that "I'm not in it." Some students think they're not pictured even one time, forgetting about the head shot that students have in the portrait section.
But the In The Book flyers are an easy item to let students know that they ARE in the book and probably multiple times. The flyer shows a picture featuring the student that has been placed on a page, along with a list of pages where the student appears.
All you have to do is tag images on pages with the names of the people in the images. Our terrific Yearbook Avenue website takes it from there, creating these special flyers for only non-buyers. Just print out and hand out. And not just once - do it every two or three weeks until every book is sold.
SHOW THE MERCHANDISE: Here's a speech I've had with yearbook staffs for many years. Many staffers don't want to spill the beans on their book until distribution day, thinking that everyone will enjoy their "big secret" on the big day.
But think about it - how many things do you purchase sight unseen? A car? Clothing? Anything? Probably not.
So during the school year, and perhaps especially here in these last three months of the year, let's let your audience see some of what you've created. Show off pages that feature a lot of different people, or showcase your best yearbook storytelling. No, not the whole book of course, just some great material to further interest students in your book.
POST A BUYERS LIST: In every school out there are kids who think a yearbook is reserved for them - but Mom or Dad never made a purchase. Imagine the disappointment on distribution day when the student walks up and SURPRISE, no book for them.
One way to handle this right now is to gather your current sales list, create a large sign featuring those who have bought a book, and then include a message that says "If your name isn't here we currently don't have a yearbook reserved for you." Follow with instructions on how to get a copy.
Then post that large sign in a well traveled place where everyone will see it. And then update the sign maybe every week until year's end.Constantly remind folks on how to get a remaining copy of your 2021 book.
NEED HELP?: Let's repeat this one. Never be a stranger - let us know if you're having real difficulties and let's see if we can assist. Along with the above ideas there may be some special considerations for you.
You've worked hard on your book this year, this CRAZY year. Be sure to promote your efforts to maximize your success.