Marketing strategy for e-textbooks using Amazon's Kindle platform

eTextbooks

Marketing Plan for E-Textbooks

The intent of this section of the marketing plan is to define which type of software will be used, the marketing strategy, sales tactics, advertising and promotions and incentives that will be relied on in launching the new venture.

E-Textbook Software and Platform

It is recommended that the proposed venture participate in the Digital Text Platform (DTP) from Amazon.com, which has online tools available for the creation of e-textbooks from HTML in real-time. Once created the e-textbooks can be uploaded into the Kindle Store and resold there in addition to being resold on individual publisher's sites. This alleviates the need of staying up-to-date with each version of Adobe Acrobat or comparable digital content application. In 2009 Amazon.com launched the Kindle DX which has a 9.7" display, global wireless for downloading of most e-textbooks in less than a minute, and orientation support to match how the reader has the Kindle positioned. The greatest benefit however of going with the Amazon DTP Program is the tight integration of the Kindle DX platform to the e-textbook format produced as part of their online publishing process. All of these factors support the decision to partner with Amazon.com and join their DTP program, publishing through their online production tools.

Sales Tactics

Making virtual products or services real is a challenge and as a result many companies, including Salesforce.com have turned to events-based selling and marketing. Early on Salesforce.com realized that people wanted to actually see their online Customer Relationship Management (CRM) software, so as a result they began an intensive series of live events globally to introduce companies to their software (Hamm, 2009). Executives in the company credit this with making the software "real" and trustworthy. The proposed venture needs to do the same. Hosting e-textbook events at major college and university campuses is critical for making the e-textbooks tangible. At these events free trials of e-textbooks will be given out and also a chance to win a Kindle DX every day of the event period. In conjunction with this effort, sales calls to professors and book buyers at the top colleges and universities, where an Kindle DX loaded with all e-textbooks is left behind so the prospect can see the depth of the catalog, needs to be done. Selling needs to make as tangible as possible the benefits of the e-textbooks.

Advertising, Promotions & Incentives

Advertising needs to be focused more on social networks including Facebook, Twitter and through blogs than through traditional print. The target audience of students and instructors are more acclimated to getting their news and information online than in print. Sponsoring events on major college campuses will also do much to promote the brand of the proposed venture. Promotions and incentives of free e-textbooks will be given away at events and the chance to win a Kindle DX a day will also be used to generate interest.