1. © mind mark/ confidential Professional career in publishing houses: an introduction to tasks and requirements training programme for publishers from the Arab World Renate Dempfle + Jürgen Markoff Cairo, February 2009

2. © mind mark/ confidential Topics:  Intro: Recommendation and warning  Typical organisation of publishing houses  Key figures in publishing houses  Publishing from customers point of view  Segmentation of your target group  Shared benefit thinking in your publishing house  Shared USP-thinking in your publishing house  Customer loyality management  Customer contact point management  Crossmedia solutions and services  Market research  Author management

3. © mind mark/ confidential Recommendation and warning  Develope your own strategy for your target group  What works in one country, in one branch or for one target group, must not necessarily work for your country, your branch or your target group  But take an open minded look, what already works in other countries and publishing houses + make your own conclusions by analogy

4. © mind mark/ confidential Typical organisation of publishing houses

5. © mind mark/ confidential Segmentation of European book market  Newspapers  Books  Consumer publishing / trade publishing Fiction Non-fiction  Educational or schools publishing  Academic publishing  Business and professional publishing  Extra classifications: Children`s books Religious books  Magazines and journals  Directories and data basis

6. © mind mark/ confidential Organigram of publishing houses General Management Product- Management Editorial office Copyright, Licensing Marketing Sales Sales Chanels Customer Service Production Design Pre-Press Printing Electronic- Publishing Administration Book-Keeping Personal - IT Distribution Order-Processing Logistic Controlling

7. © mind mark/ confidential Product-Management/ Editorial Office General Manageme nt Product- Manageme nt Editorial office Copyright, Licensing Marketing Sales Sales Chanels Customer Service Productio n Design Pre-Press Printing Electronic- Publishing Administr ation Book- Keeping Personal - IT Distributio n Order- Processing Logistic Controllin g - Finding product-ideas - Searching for editors and authors - Authors contracts - Conception (target group, customer-benefit, content, competition, circulation, price, ….) - Project-Management (time schedules, milestones...) - Market research - Quality Management

8. © mind mark/ confidential Marketing /Sales General Manageme nt Product- Manageme nt Editorial office Copyright, Licensing Marketing Sales Sales Chanels Customer Service Productio n Design Pre-Press Printing Electronic- Publishing Administr ation Book- Keeping Personal - IT Distributio n Order- Processing Logistic Controllin g - Cover-Design - Price - Sales-Chanel-Mix (directmarketing, public relation, bookselling-trade, online marketing, fairs…) - Advertising Materials - Market research

9. © mind mark/ confidential Production General Manageme nt Product- Manageme nt Editorial office Copyright, Licensing Marketing Sales Sales Chanels Customer Service Productio n Design Pre-Press Printing Electronic- Publishing Administr ation Book- Keeping Personal - IT Distributio n Order- Processing Logistic Controllin g - Product-Design (typography, readability, size, illustrations, markup,…) - Coordination of type-setting, prepress repro, printing, electronic publishing - Responsability for production costs - Data storage

10. © mind mark/ confidential Administration General Manageme nt Product- Manageme nt Editorial office Copyright, Licensing Marketing Sales Sales Chanels Customer Service Productio n Design Pre-Press Printing Electronic- Publishing Administr ation Book- Keeping Personal - IT Distributio n Order- Processing Logistic Controllin g - Book-Keeping (creditors and debtors), reminders - IT (administration and support of customer-files, invoice- management, IT-infrastructure for the workstations, online-service for customers…) - Personal (personal search, selection and development, personal administration,…)

11. © mind mark/ confidential Distribution General Manageme nt Product- Manageme nt Editorial office Copyright, Licensing Marketing Sales Sales Chanels Customer Service Productio n Design Pre-Press Printing Electronic- Publishing Administr ation Book- Keeping Personal - IT Distributio n Order- Processing Logistic Controllin g - Customer Service (correspondence with customers by writing, phone, online,…) - Logistics (storage, product-shipment, return-shipments,...) - Order processing

12. © mind mark/ confidential Key figures in publishing houses

13. © mind mark/ confidential time sale risegrowthmaturitydecline break even Life Cycle of Products

14. © mind mark/ confidential Portfolio-Analysis by BCG question marks ? stars poor dogscash cow market share market growth low high low high

15. © mind mark/ confidential Cycle of Innovations time break even money new products

16. © mind mark/ confidential Key figures: - break-even-analyses - break-even-point - direct costs, overhead costs - contribution margins 1 and 2 - noveltis rate - response rate - return rate - days of inventory, rate of stockturn

17. © mind mark/ confidential Publishing from customers point of view

18. © mind mark/ confidential Trends in customers environment Potential compared to competition Success Factor From customers point of view Strengths compared to competition matchi ng external analysis Deduction of Competitive Advantages ( = success factors that we can fulfill much better and easier as our competition + the success factors are hard to copy) Concentration of our Resources: o Priorities o Goals & Tasks o Synergy Effects target group inside analysis Result: sentences and stories, of enthusiastic Raabe customers in 3 to 5 years STRATEGYSTRATEGY

19. © mind mark/ confidential customer tasks to dos + wishes problem s „pusher“ USP + importent benefits salesconcept abo-salesconcept  book  CD Rom  overhead transperency  Software  Internet  newsletter  brochure .....  segmentation  charts  marginala  icons  flowchart  checklist  table ..... intelligent solution content structure layout fitting media or mediamix

20. © mind mark/ confidential For which target group? 1... which tasks/to dos/common behaviours? 2... what problems + pressures do appear 3... which wishes, motives, interests, attitudes 4... The way how they use information from which medias 5... which content 6... which form 7... which media 8... which sales- and communication channels 9... which messages / which USP 10... which price 11... which customer loyality concept 12 = intelligent solution 12 + 1 questions for your marketing concept compared to your competitors

21. © mind mark/ confidential segmentation of your target group

22. © mind mark/ confidential common characteristics for your target group geographic characteristics  country town,  street,  clime,  Religion demographic characteristics  age,  male - female,  family status,  number of children soziographic characteristics  earning,  buying power,  education,profession,  characteristic possessions,  social behaviour

23. © mind mark/ confidential Who are this people? two men, both born 1948 in Great Britain and grown up there both married with almost grown up children both very wealthy and succeeded in business both do not live together with their wife anymore both spend their vacation in the Alps both are world-famous defining your target group with geographic, demographic, sociographic characteristics is probably not enough

24. © mind mark/ confidential defining your target group with geographic, demographic, sociographic characteristics is not enough!!!

25. © mind mark/ confidential segmentation into the following identifying characteristics psychographic characteristics  lifestyle,  attitude,  intrinsic values,  expected benefits,  thrill for risks,  social responsibility characteristics of behaviour  information seeking behaviour - daily use of public media, - communication pattern/behaviour, - visits of events  buying patterns/behaviour - point of purchase, - choice of trademark, - brand loyality, - intensity of purchase, - price consciousness, - preference of package

26. © mind mark/ confidential segmentation into the following identifying characteristics? characteristics of behaviour  attidtude of usage - usage categorie, -intensity, -moment, -surroundings, - storage, - attidude of maintenance, - attidude of recommendation characteristics of organisation  size of enterprise,  organisational structure,  rules of buying,  structure of decision makers,  monetery restrictions

27. © mind mark/ confidential moderne performer, 9 %, young elite: intensive live – businesswise and private, multioptional, flexible, entusiastic about multimedia Source: Sociovision

28. © mind mark/ confidential © Sinus Sociovision 2007 Meta-Milieus in Europe

29. © mind mark/ confidential The Web 2.0-Styles individuell communication public communication constitutive watching active participating user passive participating user © Result together with Medienforschung des Südwestrundfunks

30. © mind mark/ confidential © Result together with Medienforschung des Südwestrundfunks Percentage distribution of Web 2.0-Styles active participating user passive participating user communicators Information searchers Entertainment searchers

31. © mind mark/ confidential „Customer-Typology“ by your own experience Part of the „type-map“ for doctors/general practitioners: 1. the „idealist“... the most important for him is, „to be there for his patients – he chooses integral diagnosis and well-tolerated methods of treatment. He hates „technical gadgets“ and „unnecessary chemistry“ - he uses chemical pharmaceuticals only if the patients really need it for the healing process...... 2. The „god in white“ 3. The „patient-assembly-line-worker“ 4. The 100%-security-guy“

32. © mind mark/ confidential Shared benefit thinking in your publishing house

33. © mind mark/ confidential distinguish between three different kinds of benefit functional benefit high involvement pschological benefit A functional benefit is measured in money, time, duration, or physical measures A psychological benefit gives to the customer a pleasant feeling such as self esteem, feeling of power, pleasant view and so on If a consumer pays attention to buy a product, then it is considered as a high involvement product. If he does not pay too much attention, there is a low involvement product

34. © mind mark/ confidential distinguish between user and purchaser benefit

35. © mind mark/ confidential product, service individual benefit for your customer attribute, feature benefit from the customers point of view – not just attributes

36. © mind mark/ confidential slogan, catchphrase product, service individual benefit for your customer benefit from the customers point of view – not just slogans

37. © mind mark/ confidential product, services attribute, feature individual benefit car300 horsepower - passing other cars much quicker - arriving quicker - being the „coolest in town“ -... bookchecklist - will not forget the 10 most important questions, that have to be answered for his concept - knows ahead, what the inspector will control -...

38. © mind mark/ confidential product, services slogan, catchphrase individual benefit bookup-to-dateness secures a competitive adventage (for example on the stock market) because he gets the information at the same time shows me what`s socially „in“ and „out“, so I will not make a complete fool out of me gives me reliable information, about the state of scientific, medical or technical knowledge, so I can implement it in my daily work gives me the latest news, rumours, trends, and inventions to participate successfully in discussions

39. © mind mark/ confidential What general benefits do our customers expect, when they read our content? Create your own „benefit-list“ from your customers point of view + decide, if the benefits are „nice to have“ or „must have“ I want an easy review I want „ready to use-solutions“ „nice to have“ „must have“...

40. © mind mark/ confidential Possible benefits for the customers I want an easy review I want to evaluate and to compare I want to have a cost-benefit calculation I want to hear arguments I want benefits from others experiences complete solutions tools for work code of practise I want help for realisation I want to establish contact to other persons

41. © mind mark/ confidential I want an easy review Marginalia Tables Summary Lead text Comparison Piktogram Graphic Mindmap Selection Organigram Possible benefits for the customers

42. © mind mark/ confidential I want to evaluate and to compare Decision and Assessment Criterion Interpretation Pro & Contra Ranking Scoring Tops Flops Comparison Strengths & Weaknesses In & Out Possible benefits for the customers

43. © mind mark/ confidential I want to hear arguments Argument Balance Sheet Advantages & disadvantages Position List Strengths & Weaknesses Pro & Contra Discussion Forum Chat Expert Opinion Possible benefits for the customers

44. © mind mark/ confidential I want to have a cost-benefit calculation Cost-Benefit Equation Sample Calculation Calculation Software Comparible Figures Possible benefits for the customers

45. © mind mark/ confidential I want benefits from others experiences Examples out of Praxis Experience Report „I do not want to make the same mistakes“ Recommandation Test Report Questions & Answers Case Study Possible benefits for the customers

46. © mind mark/ confidential I want to establish contact to other persons Source Help Desk, Help Line Switching Centre Adresses exhibition Seminars Insider-Meetings....... „I want a benefit out of these contacts“ Possible benefits for the customers

47. © mind mark/ confidential code of practise I want help for realisation Checklist Data Sheet Instruction for Action Flowchart Step by Step Instruction Rules Step by Step Pictures Process for Realisation Schemata Possible benefits for the customers

48. © mind mark/ confidential tools for work I want help for realisation Worksheet Tool Kits Form Calendar, Timer Questionaire Truth Table Matrix Possible benefits for the customers

49. © mind mark/ confidential Ich will Argumente hören Ich will von Erfahrungen profitieren complete solutions I want help for realisation „Solutions - directly to use + it looks like, that I did all the work“ Specimen of a Contract Specimen of a Letter Specimen of a Speech Module Bausteine Training Material Tutorial Tests Presentation Slide completemodularly Possible benefits for the customers

50. © mind mark/ confidential shared USP thinking in your publishing house

51. © mind mark/ confidential new, actual practical benefit involvement, nearness why important at the moment new law newest science secret all kind of services “dialog-actions” questionnaire asking customers questions & answers style of writing individual benefit from customers point of view directly to use... The perfect mixture for unique publishing products

52. © mind mark/ confidential USP Unique Selling PropositionUnique Satisfaction Proposition - unique and unmistakable value proposition (promise of benefit) - not offered by competitors - not easy to copy =

53. © mind mark/ confidential „reason why“ USP 1.  unique and unmistakable value proposition/benefit  not offered by competitors  not easy to copy Creating the USP 2. tonality 2.  How can we prove our value proposition/benefit? rational and/or psychological arguments sample pages pictures  How should we adress the target group?  Which tonality do the like most? objective/realistic emotional pragmatic simple technical terms optimistic funny...

54. © mind mark/ confidential Customer loyality management

55. © mind mark/ confidential Customer Loyality facts  Most of the companies are loosing 25% of their customers per year  companies are spending five to seven times higher amounts of money to win new customers – instead of keeping them  If companies are able to reduce the move of customers by 5% - their earnings will raise up from 25 to 85%  65 – 85% of the customers who left, have been satisfied with the performance of the company  If you ask the customers why they left - 75% can not say why

56. © mind mark/ confidential customer contact expectations buying fulfilled expectations customer satisfaction rebuy + performance  + cross-Buying rebuy + performance  + cross-Buying + recommendation + willingness to defend customer retention psychological and/or economic switching barriers customer loyality sparking exitement Get a clear understanding for all the „customer catchphrases“

57. © mind mark/ confidential The Loyality-Ladder target-group knows about us and shows interesttarget group buys our first producttarget group wants to be informed by us regularytarget group buys our second producttarget group is a regular customertarget group is recommending our products target-group does not know us

58. © mind mark/ confidential target-group knows about us and shows interesttarget group buys our first producttarget group wants to be informed by us regularytarget group buys our second producttarget group is a regular customertarget group is recommending our products target-group does not know us find out the critical points of loosing your customer feels, that he has the complete information decides if he keeps the product or not gets its first bill decides about keeping the update

59. © mind mark/ confidential Customer contact point management

60. © mind mark/ confidential 1. Search for the contact points of your customers 2. Which impression should your customer get at the contact points? You, Your publishing house Customer receives your product Customer gets e-mail from you Customer is calling you Customer vistits your website Customer reads your advertising Customer orders your product Customer is visiting you Customer is complaining

61. © mind mark/ confidential basic expected hoped for positive surprising

62. © mind mark/ confidential Cross media solutions and services

63. © mind mark/ confidential Medias influence our habits typewriter 1808/1865 Morse telegraphy 1848 Film/cinema 1870/1895 Telephon 1876 Phonograph 1877 wireless telegraphy 1896 Braun tube 1897 photography 1839 candid- camera 1925 Black and white TV 1926 Tabe recorder 1930 TV in Germany 1935 –44/ab 52 Telex 1938 Colour TV USA: 1953 D: 1967 Compact- tape 1963 Chipcard 1968 Video 1971 PC 1970 Mobile phone 1983 Fax-service Federal mail Germany 1979 first E-Mails in Germany 1984 Cable TV 1983 CD CD-player 1982 laptop 1989 Papyrus 3000 v. Chr. Paper/Europe 1100 Paper/China 100 v. Chr. Printing of books 1434 nespaper 1665 mail 1490 Digital camera Ende 90er Wikipedia 2001 Digital mobilnetwork ab 1990 Xbox 2001 iPod 2001 Start Teletext in Germany 1990 first SMS 1992 E-Book 1999 PDA 1993 DVD 1995 MP3 1998 first Weblogs 1999 Podcasting 2000 MMS 2001 HD DVD Blu-Ray Disc 2006 start www 1991 1800 2000

64. © mind mark/ confidential From 1997 to 2006 the proportion of online-users in Germany grew from von 6,5 auf 59,5 %

65. © mind mark/ confidential From1997 to 2006 the number of online-users in Germany grew from 4,11 to 38,64 million users

66. © mind mark/ confidential Mutimedia equipment of german households 2006 Mobile phone Television

67. © mind mark/ confidential  more and more mobile working locations  more and more multifunctional hardware and electronic equipment  more and more ways of digital publication  more and more digital access pathes Changing user media habits:

68. © mind mark/ confidential  multiple products and product forms  at any time  at any place  deriving from * one content and * one content database Consider the future challenges in Publishing

69. © mind mark/ confidential intelligent solutions in new format different types of customers new editing existing contents from your publishing house continuous text picturetable tool different types of medias booklaptopmobile phoneE-book......newspaper

70. © mind mark/ confidential media examples“what do the medias stand for?” (from customers point of view) print-mediabook loose-leaf book newsletter poster calendar newspaper, magazin Brochure, booklet formular overhead transparency print tests board message maps postcards games (monopoly) easy to handle easy to read good for detail reading independent from electronic medias Think about the different medias and their different advantages and disadvantages

71. © mind mark/ confidential electronic media PC laptop fax handheld mobile phones TV Radio Electronic billboard disc CD video intranet internet e-mail GPS, navigation systems Podcast/vodcast RSS-feed up to date of current interest easy to update good for a huge amount of archive material media examples“what do the medias stand for?” (from customers point of view) Think about the different medias and their different advantages and disadvantages

72. © mind mark/ confidential media examples“what do the medias stand for?” (from customers point of view) sevicestrainings, seminars E-Learning advice on request hotline infoline fairs “clubs” “bringing people together” trade market traveltours experience exchange circles guarantee insurance dialog nearness involvement good contact insider image relationship Think about the different medias and their different advantages and disadvantages

73. © mind mark/ confidential Multimedia products and services Connecting to experts E-Mail-Newsletter Seminars Conferences Discussion forum Warranty Access to database-information Customer meetings Facsimili-services Consultation of experts Downloads Loyality bonus Exclusive entrance to the website Create added value around your „core product“

74. © mind mark/ confidential market research

75. © mind mark/ confidential Developing a market research process Data collection Analysis of datas and information Presentation of results Come to a decision Definition of target  Secundary research  primary research Data source  observation  interview  experiment  Focus group Methods of data collection  questionaire  Microphone, camera  Skin/eye messurement Research tools  Main unit  Sample size  Selection procedure Sample design  written  electronic  telephonic  personally Design of survey The market research process and his instruments

76. © mind mark/ confidential standardised questionaire within the product questions directly in the product mail questionaire standardised questionaire in interviews Internet questionaire face to face interview telephone interview tradeshow interview Usability-Tests Focus group Group of experts Prototyping one-on-one interview asking writtenverbal group discussion market research instruments

77. © mind mark/ confidential observing Guest observer: To accompany the target group at their daily work „hidden observing“ Watching the target group on tradefairs, in the book store,... market research instruments

78. © mind mark/ confidential market research: future management

79. © mind mark/ confidential managing the future present time chancesrisks future

80. © mind mark/ confidential sociocultural environment business environment technologic- sientific environment political environment w ir Direct Faktors (Micro-Analysis) Indirect Faktors (Micro-Analysis) Macro-Factors (Macro-Analysis) What will influence us or our target groups ?

81. © mind mark/ confidential market research questionnaire design

82. © mind mark/ confidential 1. Dichotomy „Are you responsible for...?“  yes  no 2. Multiple choice „Please mark the tasks you are responsible of?“  preparing the school lessons  organizing the meeting with parents ...

83. © mind mark/ confidential 3. Preferences „Please mark the „top 3 tasks“ you are responsible of?“  preparing the school lessons  organizing the meeting with parents ... 2. Rating „Please rate from 1 to 4, how you like the following book titles?“ 1= like it very much; 2 = like it; 3 = not so exiting; 4 = do not like it at all  Handbook for professional teachers  How to deal with disturbing students ...

84. © mind mark/ confidential 5. Likert-Scale „To be successful as a teacher I need ready to use exercises for my lessons“  I agree totally  I agree  I do not agree  I do absolutly not agree 6. Ranking „Please bring the following tasks into your personal ranking of importance“ 1= the most important task; 5 = most unimportant task  preparing the school lessons  organizing the meeting with parents ...

85. © mind mark/ confidential 7. Semantic differential Please point out with a cross along the line which statements you agree more: „RAABE Publishing House is... 8. Associativity-Test „Which three words can you name spontaneously, when you read/hear the following:  Loose-leaf  RAABE ... scientific practical

86. © mind mark/ confidential 9. Sentence extension test Please complete the following sentence: „To be a successful teacher it is very important...“ 10. Story extention test Please complete the following story: „Last time, when I visited a bookstore – a friendly bookseller came up to me and asked, if he can help me. I thought by myself.....“

87. © mind mark/ confidential 11. balloon test Please complete the following speech balloon: Your son disturbed the last English lesson

88. © mind mark/ confidential 12. Picture telling test Please tell me a story about what is happening/could happen on that picture: Source: Spiegel Online

89. © mind mark/ confidential For example:  Could you please describe your daily routine at work.  What kind of tasks have to be solved properly – so, that you are professionally recognised by your boss/colleges?  How do you act, when the problem …….. appears? What are your first steps? What kind of help do you miss?  What of your tasks are routine, unpopular, seldom – but with big consequences, under a lot of pressure, easy- going, ……?  What are the sources of information you already use? What is the most important source of information? (newspaper, books, seminars, asking colleges, …..)  What kind of working aids do you use? In which situations do you use them? Are you satisfied with the working aids? What would you improve? 13. Open-end question

90. © mind mark/ confidential  “What do you think are the big (heavy-going; uncomfortable; unpopular) problems for a beginner in your job?”  “What are the biggest mistakes of beginners/inexperienced colleges?”  “Which tasks start to begin routine for beginners?”  “What kind of help would beginners need?”  “What are your five most important advices for beginners/inexperienced colleges?”  “How do colleges solve the problem?”  “What are they doing, when the problem appears?”  “You as a professional: how to you solve the problem?”  “Image: an angel would fulfil three wishes for your job – what would be your wishes?” 14. “detective-questions” If you want to find out the real problems of your target-group you should not ask them directly about their problems. Help them to “jump” into an other person – in the end they will tell you about themselves and of course about their problems

91. © mind mark/ confidential author management

92. © mind mark/ confidential How can we find the best authors and not just anybody? How can we win them – but also test them? How can we make our authors writing the perfect manuscripts? Key questions for the realisation of your products together with experts and authors

93. © mind mark/ confidential procedures & tools for finding the right authors: 10 to 50 potentiell authors + priority-list Research of possible authors Most promising actions: professional journalasking our authorslooking in organisations Looking in government departments etc. gathering informations About the authors adressespublishmentsFields of activitiescontacts to other persons:….etc. + sending documents.................................. wanting documents.................................... etc. approach (telephon, E-Mail, letter) Interview guide

94. © mind mark/ confidential Ideas, how to make your content more interesting: 1. Use the „head-“ and the „heart-side” of your customer A ttention I nterest D esire A ction 2. Use “AIDA“ examples stories quotations pictures questions & answers cartoons.... emotional side numbers facts statistics law & commentary judgement scientific information logical.... logical side

95. © mind mark/ confidential 3. Start with: 4. create a mixture of a rhetorical question a provocative question a promise a secret by pointing out a danger new actual practical benefit involvemen t nearness  why important at the moment  new law  newest science  secret  all kind of services  “dialog-actions” o questionnaire o asking customers o questions & answers  style of writing Ideas, how to make your content more interesting:

96. © mind mark/ confidential Most important Content-Check-Approaches  benefit in headlines + sub-headlines  benefit in the chapter  percentage of “head-“ and “heart-content”  percentage of new/actual – practical benefit – involvement/nearness  percentage of overview – detail – selective  percentage of closeness – security –new/actual

97. © mind mark/ confidential Most important Quality-Check-Approaches Topic-Expertise-Check correct, reliable, „state of the art“ “, actuality,... Language-Check  readable, language style, short, to the point,,...  grammar, punctuation, … Benefit-Check benefit for the customer, directly to use,... Emotion-Check interaction, involving, human touch, positive vibration,... Presentation of Content- Check structure, visualisation, pictures, graphics, head, subhead, summary... Article-Manuscript-Check Easy-Handling-Check „fast lane reading“,, „Highlight - Management“, solutions easy to find?... Loyality-Check building up a trademark? binding- elements,... Product-Check Emotion-Check interaction, involving, human touch, positive vibration,...

98. © mind mark/ confidential Thank you for your attention! Renate Dempfle + Jürgen Markoff Neidhartstrasse 27 D – 86159 Augsburg for any questions contact: markoff@mindmark.de 0049 (0)821 /58 97505