Everyone see the lovely yearbooks? Now, watch them disappear! Ah, if only it was as easy as a magic trick. But we can become yearbook magicians with a little marketing magic. In this two-part post, we have monthly promotional ideas to make yearbooks do a disappearing act all year long.
We’re back with the second half of our Monthly Marketing Magic post. Recently we shared marketing ideas for the first semester. Now, it’s time to think about promotions for the spring semester.
January
The first month of the new year can be a critical time for last-minute sales. Exact quantity numbers are due, and many schools do not like to gamble with purchasing additional books that have not been ordered.
Similar to December, use the eMarketing system again to send out an email, reminding parents of the final date to order yearbooks. Also, ask your principal about making an automated call to all parents to stress the deadline date. If he/she’s game, have the principal record the announcement.
Utilize your social media presence to feature photos, spreads or the cover to build excitement for the book. Also, take over a board or trophy case to showcase the staff and current book’s work. (This is also another great place to relay important info about deadlines, prices and other yearbook-related information.)
February
If you still accept orders in February, use Valentine’s Day to your advantage. Decorate the door with a heart theme, focusing on sales or the love for yearbook. Use paper hearts to include the names of everyone who has bought a book or have staffers write what they love about being part of the yearbook. Consider letting students weigh in on their favorite aspects too. (Don’t forget to include order information somewhere on or near the door!) Expand on the idea by adding a similar promotional board in a well-traveled area like a main foyer or the cafeteria. A giant piece of butcher paper and colored hearts makes this an easy and free way to promote the book.
Another inexpensive promotion could be to give out Valentine’s cards with a yearbook message. Use the pre-made ones you exchanged as a kid or create your own version. Hand them out with a heart-shaped lollipop or coupon incentive. Either way, you’re marketing the yearbook with a smart holiday connection.
(Left) Lake County High School got into the Valentine’s Day spirit by decorating the classroom door with red, pink and white hearts with students’ names on them. (Right) Give out pre-made paper Valentine’s cards or create your own version with coupons. Short on time? Download these lovable monster Valentine’s Day cards.
March
Play off St. Patrick’s Day by offering lucky buyers a giveaway. Consider giving a free yearbook to anyone who buys a book by March 17. To make it fair to previous buyers, draw a random name from purchasers and refund their money or offer a free 2021 yearbook. Better yet, offer two free books: one to new buyers and one to previous purchasers.
A cheaper but fun alternative is to buy a few boxes of Andes mint chocolates. Tape a single, green foil wrapped chocolate to a small sliver of paper with yearbook order information. Hand out the treats to random students or non-buyers who are in the book. Or focus on specific groups that have dedicated space in the book—sports teams (try during a study hall day) or the band, dance and cheerleading teams. Including a catchy saying with the candy, like “It’d be sweet if you bought a yearbook” or “You were mint to have a yearbook.”
April
Take advantage of post-Easter sales and purchase discounted plastic eggs and candy. Fill the eggs with candy and a note “We love candy and we love you! Buy your yearbook at balfour.com.” Take a few of the eggs and write a different note to redeem for a special prize—a $5 gift card to Starbucks or Target. Hide the eggs all over the school for students to discover.
B.F. Terry High School yearbook students hid 100 eggs on campus last year to market the yearbook. Five of the eggs were redeemed for $5 Starbucks gift cards. Most of the students who stopped by the yearbook room hadn’t purchased a book.
May
If you're a spring book, this is an ideal time for last-minute sales. Send out one final email encouraging sales, noting the price rise on delivery day. If you’re sold out, consider taking payments for a waiting list (just in case you receive overs.) If you're a summer or fall delivery book, use May for one final push on 2020 orders.
At distribution, include a flyer in the book that advertises an end-of-the-year special for next year’s book. This is a fabulous way to get a head’s start on next year’s orders.
