Social Media Marketing
Scholastic Store uses social media to create awareness about its books. In its social media guide, Scholastic Store noted that social media functions as a powerful tool to connect with friends, family, and online and offline communities (Scholastic, n.d.). Through social media, Facebook specifically, the organization observed that it is easy to create a page and use it to connect. Facebook pages help users share important dates, news, and updates, send reminders, invite the online community to react to posts and issues, and thank everyone for their support (Scholastic, n.d.). Scholastic Store owns and runs a Facebook page, and through this page, it connects with this social media community and sends updates regarding its books and publication to enhance awareness. Scholastic Store also uses Twitter, a powerful social media platform, to improve its promotional approach. According to the organization, Twitter users can use the free yet powerful platform to create events such as book fairs, update the online community about specific events and updates, build excitement around events, inform users about the success of various events such as book fairs, and encourage users and followers to share and retweet posts (Scholastic, n.d.). Scholastic Store greatly benefits from its social media use.
Film Adaptation
Scholastic Store adopted the film adaption promotional strategy, and it seems to pay off well. According to Urbach (2013), Scholastic Store turns box office hits into bestsellers through its film adaptation process. Scholastic Store reinvigorated its promotional approach through the film adaptation process, believing that blockbuster hits could drive it forward, provided it adapted the right films. Urbach (2013) pointed out some of the bestsellers that highlighted Scholastic Store’s success in using the film adaptation promotional strategy, including Silver Linings Playbook, Harry Potter, The Hunger Games, and Twilight. Scholastic Store prints book editions with covers matching film posters to create an impression of the link between the books and adapted films. In the process, the company promotes its products and increases sales and profitability. Urbach (2013) added that Scholastic Store took advantage of the buzz around highly rated and anticipated movies to drive sales and remind readers about the adaptation process. Scholastic manages to use this promotional method to compose a fan base for its books.
Mobilization
Scholastic Store realized that school secretaries play an essential role in the type of books that schools purchase. Using this information, Scholastic Store revamped its efforts to mobilize and influence school secretaries to consider its books and recommend them to their schools (Vega, 2010). In its bid to reach schools, Scholastic Store first reaches school secretaries and seeks to connect with teachers and have them introduce its books into the classroom via school secretaries. According to the organization, teachers are always on the move, with most of them leaving their profession, changing schools, or starting their careers with each passing year (Vega, 2010). As a result, it becomes impossible to access this lot in transition, but the company can influence their classroom book preferences through long-lasting school employees such as secretaries.
Product Placement
Scholastic Store improved its promotional approach through product placement. Scholastic Store pays film companies such as Lionsgate to advertise their products during their movies’ production and distribution (Springen, 2010). Once Scholastic store releases its publications, it airs short clips of various films related to the books to enhance the excitement surrounding the releases and increase sales in the process. According to Springen (2010), product placement has significantly polished Scholastic Store’s marketing approach, with book sales skyrocketing after the release of the short clips featuring famous film adaptations and their related book releases.
Works Cited
Scholastic Store. “Social Media Promotion Guide.”
http://www.scholastic.ca/bookfairs/printables/Social_Media_Promotion_Guide.pdf. Accessed Mar 04, 2021.
Springen, Karen. “Marketing Mockingjay.” Publisher Weekly, Aug 05, 2010.
https://www.publishersweekly.com/pw/by-topic/childrens/childrens-book-news/article/44062-marketing-mockingjay.html.
Urbach, Ronald. “Box-Office Hits to Best Sellers: Scholastic Inc. Shares Marketing
Strategies around Film Adaptations.” Madison Ave Insights, Jun 27, 2013. https://www.madisonaveinsights.com/2013/06/box-office-hits-to-best-sellers-scholastic-inc-shares-marketing-strategies-around-film-adaptations/.
Vega, T. “Scholastic Books revamps its Marketing.” The New York Times, Sept 01,
- https://www.nytimes.com/2010/09/02/business/advertisingemail/02adco.html.
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