Marketing at W. Green
There are two full-time staff in the marketing department at Greens, one marketing manager, and one marketing executive. Between them, this highly trained team have many years of experience of marketing and, in particular, of marketing books, periodicals, looseleafs and digital products.
The remit of the marketing department includes market research, sales forecasting, subscription renewal activities, website development, public relations, book jacket design and, of course, the promotion of individual titles. Marketing department staff work closely with direct sales executives, who visit solicitors throughout Scotland, and trade sales executives, who visit bookshops and library suppliers.
Promoting Your Title
We aim to involve authors closely in the promotion of their work. We are keen to receive your advice on promotion opportunities and on the placement of review copies and we would greatly appreciate your comments and suggestions at any point in time.
Your First Contact with the Marketing Department
You will usually hear from the marketing department for the first time approximately six months to one year before the planned publication date for your title, at which point we will send you an author questionnaire. In the questionnaire, we ask you to summarise your book, highlight key selling points and outline any particular opportunities for sales promotion (e.g. via conferences).
If you feel that you would like to meet with someone from the marketing department to discuss the promotion of your title at this point in time, we would be pleased to arrange a meeting.
Early Promotion Of Your Title
Your work will be given advance promotion via catalogues, including:
- Greens annual catalogue, which is sent to every solicitor in Scotland
- Sweet & Maxwell's Professional Library or Student Catalogue, both of which are published annually and distributed throughout the United Kingdom and abroad
- Sweet & Maxwell's New Books Catalogue, which is published quarterly, distributed widely throughout the United Kingdom and used as a sales tool by our Sales Executives.
Promotion Around Publication Time
A few months before the planned publication date for your title, a marketing executive will be assigned to your book and will draw up a specific promotion plan for that work. The marketing executive or marketing manager will contact you to talk through the promotion plan which will be carried out around the time of publication of your title.
Promotion plans usually draw on a number of the following promotional tools:
Direct mail
Greens has access to a sophisticated marketing database which enables us to produce highly targeted direct mail campaigns. Direct mail leaflets are designed by freelance designers selected for their creativity and skill in communicating product benefits through design.
Insert mailings
In addition to using our own in-house marketing database, on occasions we hire in mailing lists or arrange inserts in relevant publications or membership mailings.
Advertising
Titles are advertised in relevant publications including Greens publications (e.g. Scots Law Times) and others, e.g. the Journal of the Law Society.
Exhibitions and conferences
Books are exhibited at key subject conferences and exhibitions and we often arrange to have promotional materials inserted in delegate packs.
Point of sale material
Point of sale material (e.g. posters and bookmarks) is often developed for titles being sold primarily through bookshops.
Public relations
We send review copies out to relevant publications and press releases are produced for newsworthy titles.
Direct Sales
Our sales executives will begin to sell your title some months before publication and will carry on long after publication.
Website
Sample chapters from new titles are regularly posted up on our website.
Specific Sales promotion
For example, we have on occasions arranged to have a title included as part of a delegate pack at a conference.
Inspection copies
We have a well established inspection copy scheme through which we promote new textbooks to law teachers.
Post-publication promotion
Our Direct Sales Executives will continue to sell your title actively for many months after publication. Your title will continue to be listed in all relevant catalogues. Your title will also often be mentioned on leaflets for other new titles.
In addition, from time to time we carry out subject promotions including all relevant titles and we also develop subject leaflets for display and insertion into delegate packs at conferences and exhibitions.
Marketing Contacts
Please click here to see some FAQs.
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