In this afternoon's keynote session, Christopher Callahan, Dean and Arizona State University Vice Provost said that student journalists should 'own it and hammer it.'
This made me think about the yearbook. How do I encourage students to 'step up to the plate' and actively increase the sales?
I have noticed that only about one-half of the advanced yearbook staff will purchase a book. I just don't understand how they can work on it, be a part of the staff and not buy a book. And, if they don't buy a book, how can they expect their friends and classmates to buy one?
I hear these excuses all the time. "I can't afford one." "I'm going to wait until I'm a senior." "I don't need one." "I have all the pictures that I need of my friends on my phone."
We only sell 15 percent of the student body a book. If they were all going to wait until they were seniors, then we should at least be at 25 percent. I have offered payment plans and the ability to lock in the lowest price of the year with a $20 deposit. It has helped some, but I'm always surprised when students who are definitely in the book such as cheerleaders, athletes and 'popular' students pay the highest price with an increase of $20 at the end of the year.
Does anyone have advice on how to increase sales and get students to 'own it and hammer it'?
Linda Wilson
Caprock High School
Amarillo, Texas
Yearbook sales are my absolute passion! To me this is half the battle with our jobs. If we are not selling or marketing to our audience we are failing our consumers. Stay tuned. This is what my three minute presentation is all about!
ReplyDeleteYes! I'm looking forward to your presentation. I really need new ideas!
DeleteLooking forward to your sales pitch Debra!
ReplyDeleteI was fortunate that 2/3 of my Yearbook staff who CARED about yearbook, bought the book. As a 1st year adviser, I sent out tons of spam email, posted fliers all over, posted sneak peeks of yearbook pages, and really hyped up sales. I had my students post/tweet about buying the yearbook. We made promotional videos.
And my best trick was stolen from another yearbook adviser. Think of it as an April Fool's Day gag that actually worked, "Um, guys....over Spring Break, the Editors were goofing around with a silly picture and quote. They forgot to remove it. There's a subtle subliminal message in the yearbook and it went to print!" The Editors were in on the rumor mill and they were tweeting all kinds of OMG tweets about what the "yearbook printing error". Spreading rumors about the yearbook worked!
The result- 470 copies ordered, 470 copies sold out. Easily another 30-40 kids on a waiting list. This is just a tiny fraction compared to the number of a student population. But until I grow the program, I want kids to hear the word of mouth that the yearbook is WORTH buying!
Sharon Fonzo
Poston Butte HS
San Tan Valley, Arizona