deca marketing results challenge

ADDITIONAL YEARBOOK SALES RESOURCES

You’re in the right place to prepare for your meetings with the yearbook adviser/business manager or get a better handle on some known best practices for yearbook sales.

REWARD EARLY SALES…

The best price should always be for those customers who purchase early in the year. Tiered pricing offers the lowest price first and the announced price changes as sales periods end. Buyers waiting until later to purchase will pay more for their books.

PACKAGING OPTIONS…

While sales of autograph supplements and plastic covers may also occur at a signing event, history shows us that offering personalization and accessories in varying packages does increase revenues.

Deca - Have a plan

HAVE A PLAN…

Set up a timeline for every aspect of each yearbook sales campaign. Publicity. Signs. Posters. Supplies. Tasks. Write it down so everyone knows the plan. Assign names and keep it organized. Make checklists for each sales event so all details are covered.

LET THEM KNOW…

Make use of all the Herff Jones marketing materials (posters, sales stationery, postcards) in addition to your school’s media broadcasts and announcements. Locker fliers and car fliers also can be attention grabbers and reminders to students to buy their yearbook.

MAKE IT EASY…

If yearbooks are being sold through the Herff Jones Order Center, be sure to publicize clear instructions to make it easy for students and parents to purchase the book. If books are sold only on campus, be sure to inform buyers of dates/time/place for purchasing.

SPREAD THE WORD…

Get all the 2016 back-to-school yearbook sales information to the people at your school responsible for any home mailings, parent newsletters, school website updates or any other forms of communications going out about this school year.

MAINTAIN THE EXCITEMENT…

Even though much of the sales campaign is centered on getting purchasing information out to students and parents, be sure to keep yearbook alive and active on campus through the use of social media and websites all year long.

HIT THE TARGET…

Consider sales events targeting specific grades, since they each have unique expectations for having a yearbook. By narrowing the audience to a specific sales event (one for seniors, for example), you should be able to better grab their attention.

SET THE DATE…

Consider selling yearbooks at events that parents are likely to attend such as Open House and back-to-school functions, and be aware of the school calendar and major holidays when scheduling campaign messages and dates.

THEY WILL BUY…

If they know they’re in the yearbook, they are more likely to want one. Be creative in letting the students who have been included know where they’ll appear in the yearbook and remind them that you can’t guarantee there will be extras.

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