Ingram Blog

Academic Marketing and University Presses

Knowing how to build ironclad relationships with your customers, while communicating value can make all the difference for university presses striving to demonstrate profitability. In last month’s #BuildUP Twitter Chat, Ingram and Consortium Books academic marketing ace, Heather C. Hart, answered questions and offered up some advice on connecting with those hard-to-reach customers, so you can maximize your sales opportunities.

For your convenience, you can find the entire Academic Marketing Twitter Chat transcript below.

Welcome to this month’s #BuildUP chat! I’m Heather C. Hart, Academic Mktg Mgr at Consortium and Ingram. Coworkers call me HH, which I’ll use here.

Q1: Hi @HeatherCHart! Can you tell us more about how you'll be involved in marketing for new Perseus/IPS clients? #BuildUP

A1: Hi, @mandy_iup, I ran the academic marketing program with Perseus clients and I hope to extend that with Ingram clients #BuildUP

Q2: How to reach part-time instructors and adjuncts who do all the work but aren’t in the office loop? #BuildUp

A2: Marketing! See them at conferences, send them emails, connect on social media! They’re out there, even without an office. #BuildUP

Q3: Do you have tips for standing out in a demand-driven library acq. environment? #BuildUP

A3: Talk to librarians! They’re on social media, they’re at the conferences. Talk to them about their issues, (cont.) #BuildUP

A3: …then bring up your books. Be available. Have books available. #BuildUP

A3: Talk to librarians! They’re on social media, they’re at the conferences. Talk to them about their issues, (cont.) #BuildUP

Q4: Do you have any digital strategies that especially help reach audiences outside the typical UP realm? #BuildUP

A4: We’ve tried Instagram. Fun videos on Vine. Egalleys on Edelweiss. Faccebook ads. #BuildUP

Q5: What’s the biggest difference in marketing at a large UP versus a small UP #BuildUP

A5: Budgets. #BuildUP

Q6: Thank you! We will explore Vine and Instagram. FB ads are tough - any specific tips on those? Timing/Content? #BuildUP

A6: For FB, fun content is always a good hook. (That’s tough sometimes!) We create memes with our covers. It seems to work. #BuildUP

Q7: thank you! So it seems like social media is the place to be less strict/more fun. Are emojis a no? #BuildUP

A7: If you're doing a Facebook ad, probably a no, but you can get away with it on Twitter. #BuildUP

Q8 for the audience: Has social media replaced the direct mail marketing campaign? -HH #BuildUP

A8: We'll answer this one. Not really! A solid social media platform can assist your direct mail campaign. Think of it as a 1-2 punch! #BuildUP

We’ve run out of time for this month’s #BuildUP chat on marketing! Thanks for the chat! Any more Qs, tweet at me at @HeatherCHart . –HH

Ingram Academic Service’s weekly Twitter chats are a great way to keep up with the most relevant best-practices impacting university presses and academic publishers today, plus, an excellent opportunity to get real-time feedback from our team of UP pros. Keep a lookout for our next round upcoming #BuildUP Twitter chats and have your questions ready.

For more information on Ingram Academic Services or other questions please contact Caitlin Churchill.