8: Marketing Your Book
Upon receipt of your final manuscript, your acquisitions editor will send you a copy of SIAM's marketing questionnaire. We ask that you complete this questionnaire as carefully and thoroughly as possible because we use it to create marketing copy and finalize the promotional plan for your book. Our intent is to give your book international visibility and distribution. This section will give you an overview of the various ways SIAM markets its books.
Our promotions (e.g., brochures, flyers, and announcements) usually consist of new books and related backlist publications. Major promotions are done at least three times each year to all SIAM members and nonmember customers who have purchased SIAM books, other societies and publishers, and appropriate organizations. The major promotions typically mail to 40,000 to 50,000 domestic and international individuals. Focused promotions are done on a continual basis in the form of conference exhibits, special flyers, textbook promotions to select faculty, individual book flyers to targeted audiences, space ads, and other efforts aimed at maximizing the visibility of each book.
A section called Inside SIAM is included in most issues of SIAM News. This newsletter provides information on SIAM books, conferences, journals, and membership. The page devoted to books may focus on a particular series or subject area. We always take the opportunity to announce new or forthcoming titles in this section and to promote our backlist.
SIAM has been increasingly using social media to promote all our activities, including our book program. We have a facebook page and a Twitter feed. Using both the SIAM and the conference handles, we announce new books and highlight backlist books.
SIAM authors are encouraged to use their own social media activities to announce their books or speaking engagements. SIAM obviously cannot attend every meeting, but we're happy to re-tweet and promote talks on our social media accounts, and we are happy to work with authors in linking to their own blogs or other social media.
If you go to our online bookstore, you will find categories for New Books and Forthcoming Books as well as access to our complete backlist. To find books of interest, you can search for books by author, title, and book series, and the Search for a Product feature allows you to also search by key word, title, order code, or ISBN.
We send announcements of new books to appropriate e-mail bulletin boards and forums that our authors list on the marketing questionnaire. We also have a Book Alerting Service—a list of people interested in electronic notification about our new titles. Those who complete the electronic form, indicating their areas of interest, receive e-mail announcements of new books in those categories.
SIAM runs space ads in our own publications (SIAM News, SIAM journals, conference programs, and activity group newsletters) and in appropriate publications of other societies and publishers. Ads are placed based on SIAM's experience with previous books on similar topics, the target markets for the book, and the author's suggestions.
With the publication of each SIAM book, we contact agents and e-retailers with key book information, including a content summary, so the book can be added to all appropriate databases and websites.
We send a copy of the book to the appropriate technical journals so they can review it. Copies of all reviews are sent to you, and we often use them in future promotions for your book.
SIAM books can be found in campus and technical bookstores worldwide. We continue to expand the visibility of SIAM books in bookstores through personal contact and major mailings in both the United States and other countries. Our books are available at online bookstores, primary among them, Amazon.com and Barnes & Noble.com.
We display our books at our own conferences as well as at conferences sponsored by other organizations, and we advertise in conference programs. We also send promotional materials to smaller, specialized conferences, meetings, and workshops throughout the world. If an author would like his or her book displayed at one of these small conferences, SIAM will make arrangements with the organizers.
Most outgoing shipments of books contain flyers and brochures for new publications in similar interest areas.
Partnership with Cambridge University Press
SIAM partners with Cambridge University Press (CUP) to optimize international distribution for our overseas members and customers. Since CUP is an established presence in other countries—they have offices and representatives who call on libraries and bookstores—this partnership insures that our books get maximum exposure outside of North America. CUP's relationship with Amazon.uk and Amazon.de insures that our prices on these sites will be equivalent to domestic prices. SIAM members and other customers who live outside of North America can save on shipping fees, pay in local currency, and receive their orders more quickly.
Books appropriate for classroom use are heavily marketed to department chairs and to targeted lists for appropriate courses. Examination copies are provided upon request to department heads and instructors for course adoption consideration. Follow-up letters are sent to determine how the book was used. Desk copies are provided to professors who adopt a SIAM book for a course.
Special Student Pricing
SIAM's Student Discount Pricing program enables students to buy SIAM textbooks at a reduced rate. SIAM offers 20% of the list price of any SIAM textbook adopted as the primary text in an under- or graduate-level course. This offer is available only on books ordered directly from SIAM.