How to Expand Your Reach into the Specialty Book Market

John JohnsonVice President – Business Development

Picaboo Yearbooks

Picaboo

The Origin of the Picaboo NamePicaboo is a play on the phrase peek-a-boo, which is a common expression that brings smiles to people’s faces.

Picaboo’s use of the term reflects the company’s culture, target market and mission

Picaboo was founded in 2006 and is a premier provider of photo

Picaboo Yearbooks is a division of Picaboo and was established in February 2012

Social Media Behavior, it’s Personal Facebook 1.5 billion users

23% of Facebook user’s check their account more than 5 times per day350 million photos are uploaded every day

Twitter 500 million users400 million tweets per day

Google+ 500 million users80% of users login at least once a week and 60% of users login everydayThe +1 button is served more than 5 billion times per day

Instagram 130 million usersMore than 5 million photos are uploaded dailyEvery second 8000 users like someone’s photo

Source: Digital Insights, November 6, 2013

From Yearbook to MybookTraditional yearbooks although filled with pictures and stories do not provide the personalization expected todaySome students may only have 1 or 2 pictures of themselves in a 200 page book compared to the average Facebook account that has 280 photosPeople wanting to tell their story is driving demand for personalized Yearbook’s and Specialty books

New Trend - Personalization

New Trend - Printing meets Video

Printing meets Video

The Specialty Book OpportunityInfoTrends estimates that the potential School Yearbook market is over $1.5 billion dollars based on traditional yearbooks sales to the K-12 market

Elementary school enrollment is expected to grow 8% by 2021

There is a huge additional market opportunity emerging as a subset of the traditional yearbook market and that is Specialty Books

High School Sports is Turning into Big BusinessA $60M stadium that seats 18,000 was opened in a high school in Allen, TexasNew Balance, paid $ 500K to help refurbish a high school stadium in Gloucester, Massachusetts for the naming rightsThe California Interscholastic Federation signed a 15 year deal with Time Warner Cable to broadcast high school playoff games for $ 8.5M

Millions of High School Sports Images are CapturedThere are many websites dedicated to capturing and sharing sports photos but these photos are not yet being turned into books

What are Specialty BooksSpecialty books are growing to satisfy the need for more personalization and meaningful content

Specialty Books have an unlimited number of applications

EventSports TeamsMarching BandClubsCampsArt CulinarySororityChurch

Specialty Books for School Events

Many yearbook submissions are due at the printer in March or even February which means many events like Spring Sports, Prom and Grad are endlessly photographed but the photos are never included in the Yearbook

How to make Specialty Books

There are several ways to have Specialty Books created:

Provide the images to an organization to create the book

Create the book yourself with easy to use online software

Hire someone from an organization such as APPO to make the book

Develop pre-formatted book templates and re-use them with new images

Online Software Providers

Contribution & Collaboration

Since Specialty books are usually made by groups, teams or organizations the ability to allow participants to contribute photos and videos enhances the richness of the content

By allowing collaboration on the Specialty Books all participants become stakeholders in the project

The more people that contribute and collaborate the greater the intent to purchase

Hard Cover BooksHard cover books are case bound and ideally are PUR glued or stitched for superior strength and maximum lay-flat qualities. This is one of the strongest binding methods available

Example Specs from PicabooHard Cover: Features a glossy or matte laminated 1.5 mm paper cover over a 2.5 mm acid-free boardPaper: 100-lb. acid and chlorine-free archival quality glossy text .End Sheets: White

Soft Cover Books

Soft Cover books are “perfect-bound” and also ideally are bound with PUR glue. They are similar to a paperback book, using a thermally-activated technology that binds the cover and pages together at the spine with a strong, flexible glue

Example Specs from PicabooSoft Cover: Features a glossy or matte laminated 1.5 mm cover on 10 pt cover stockPaper: 100-lb. acid and chlorine-free archival quality glossy text .End Sheets: White

eYearbooksAn eYearbook is a book you can download to a smart phone or tablet, such as an iPad, iPhone or other mobile or reading device

The term for this type of file is called an .epub file

eYearbooks are a exact copy of the available printed book but cannot be output for printing

Viewing .epub files

How to Get Started in Selling Specialty BooksContact an organization, club or sports team that you are already working with or use the opportunity to break into new accounts

Create a Storefront and set a price

Announce that you will be offering a Specialty Book and provide the pre-order information

Create the book yourself or with collaborators

Publish the book and collect the Profits

Previous Obstacles to selling Specialty Books

Not knowing how many books to order and making sure that there are not unsold books left over

Marketing the books to a wide audience

Selling and collecting the money

Delivering the books

The Barriers to Selling Specialty Books are Gone

Yearbook software allows for collaboration so multiple people can work on the book at the same time

On Demand printing allows only the quantity of books sold need be ordered

Easy to use email campaigns are available to drive customers to an online Storefront

Availability to collect the orders and payment online

Deliver books directly to your customers from the printer

Email marketing

Example; MailChimp, if you have fewer than 2,000 subscribers, you can send up to 12,000 emails per month absolutely free

Easy to use content templates

Selling Books from a Storefront

Picaboo Yearbooks offer an online Storefront where customers can sell their books and determine the mark-up

The Storefront has three statuses:

Coming Soon: This status is reserved for books that are being worked on but do not want them to be available for sale yet

Pre-Order: The pre-order option causes all books ordered to queue up and have one order placed for the entire quantity

Immediate Order: Immediate Order allows customers to purchase a copy or copies of the book to be shipped to their home address

Mark Up & RevenueAll customers who create a book have the opportunity to mark-up the cost price of their book in order to set their own retail price and make a profit

These profits can also be used for Fundraising initiatives

The customer can designate who the payments will be made to

Creating a Store

Example: Creating a Picaboo Yearbooks Storefront

Ordering & Payment

Ordering & Payment

Ordering & Payment

Ordering & Payment