October began with the revision of metadata, including adjustment of images on the site, and replacing the English language descriptions of Afrikaans exam packs with Afrikaans ones.
Later in October, I travelled to the 2012 Frankfurt Book Fair with the mandate of developing publisher relationships and sourcing content leads for Paperight.
I attended seminars, workshops, and panel discussions given by industry professionals and leaders, with a view to learning more about the inner workings of the publishing industry. I was also able to get a sense for where the industry is, and where it sees itself moving in the future – particularly with regards to developments in the digital sector.
The publishers with whom I met broadly fell into three categories:
- Those who are already making their material available on Paperight (in order to build upon an existing working relationship).
- Those who we have already contacted about Paperight, and who are keen, but who have not officially provided us with material or signed contracts (in order to ‘close the deal’, and foster trust).
- Those who are hearing about Paperight for the first time (in order to build contacts and establish relationships with potential rightsholders).
I developed a number of connections and potential leads, and learnt a lot about pitching the Paperight concept to publishers, and fielding their questions about the service.
Things I learnt:
- Having a stall ties you down as one team member has to constantly stay there. It also does not necessarily provide a strong ROI, as the people who we want to talk to are not usually going to be the ones walking up to stands.
- Obviously, having more than one team member working the floor allows you to cover much much more ground – especially when these efforts are targeted and coordinated. Our friends in the Snapplify team were able to generate 5× the leads that I was.
- It is important to have a ‘hit list’ of publishers/people that you want to target, so you know who your big fish are. I did this to some extent, but could have done it better. I think this task is simpler when you have a clear idea of what the fair looks like, and who will be there, as well as a focused strategy around the leads you want to generate and nurture. This is something that I will work on for next year/time.
- Info sheets would be useful to leave with publishers who you are talking to for the first time. A number of people actually asked me if I had an info sheet for them, especially towards the end when everything is mixing together in your brain, or when the decision makers have left and the minions cannot convey the ideas properly.
- Delshande Trading (11/10/2012)
- Masoka Dube (30/10/2012)
(The image at the top of this post is by munckster on Flickr, licensed CC-BY-NC-SA)