Taking it to Amazon and the Big Boys: How Your Bookstore can Compete in the Digital World

I will be presenting seminars about online bookselling in Sydney and Melbourne in October on behalf of the Australian Booksellers Association.  For my book industry colleagues, I would love to see you there.  Here are the details…

Taking it to Amazon and the Big Boys: How Your Bookstore can Compete in the Digital World

Sydney, Monday 15 October 2012, 12:30 – 5 pm
Conference Room, Copyright Agency Limited, Level 15, 233 Castlereagh Street, Sydney

Melbourne, Monday 29 October 2012, 1:30– 5:45 pm
Level 4, Wheeler Centre, Little Lonsdale St (side of State Library of Victoria), Melbourne

Have you ever had a customer surreptitiously scan a bar code with their smart phone, whilst peering nervously at the front counter or close circuit TV camera? If you operate a bookshop, the chances are you have witnessed this behavior; and on more than one occasion. This activity is symptomatic of the encroachment of big, faceless online booksellers on your business.

Amazon et al are redefining the bookselling battleground by encouraging customers to undertake one-click price checks in your store. At the same time, they’re locking in their customers by selling them below-cost, ‘walled-garden’ Kindle eBooks, effectively shutting other eBook retailers out of the market.

Enough! It’s time to fight back and to secure a piece of the digital pie that Amazon et al have dominated for so long.

Clayton Wehner from Australian online bookstore Boomerang Books outlines a strategy for bricks-and-mortar bookstores to succeed online.

The seminar will cover:

  • How to best set up and maintain your website;
  • How search engines like Google work and how you can use that to your website’s advantage;
  • How to be use social media, blogging and online video to drive traffic and sales;
  • How to build successful email campaigns and manage mailing lists;
  • How to analyze and measure the success of what you are doing online.

Jon Page, President of the ABA, will also provide an overview of the current state of play in the eBook market and explain some key issues and challenges when it comes to eBooks: agency pricing, Digital Rights Management (DRM) and the Kindle.

The focus of the seminar is for retail booksellers, but the seminar is open to anyone in the book industry.
Bookings: http://store.aba.org.au/cat/2125311.html or ring 03 9859 7322. Numbers are strictly limited.
$30 (ABA members and their staff*)
$50 (ABA non-members)

** If you wish to attend the Sydney or Melbourne seminar, but are outside commuting distance of the CBDs of those cities, please contact the ABA office, as we have some funding to waive the course fee for intrastate or interstate attendees.

Clayton Wehner is  a skilled trainer on matters related to digitization, e-books and on-line bookselling. Last year he ran two highly successful seminars for the ABA, and was a speaker at the 2011 ABA Conference.

Jon Page is President of the ABA, and General Manager of Pages and Pages Booksellers. Jon has had a longstanding interest in the role of digitization in the book industry, and how bookshops can respond to these issues. He is a member of the Book Industry Collaborative Council.

The ABA Digital Marketing Seminar has received generous support from the Copyright Agency Cultural Fund. We thank the Copyright Agency for their ongoing support of skills development for the book industry.

Published by

Clayton Wehner

Clayton is the founder and managing director of Boomerang Books. In a past life, Clayton worked for 12 years as an intelligence officer in the Australian Army and the Department of Foreign Affairs and Trade. He is a graduate of the Australian Defence Force Academy and the Royal Military College Duntroon and holds a BA (Hons) in Political Science and a Master of Management Studies (Human Resource Management) from the UNSW. He is also a trained Indonesian linguist and served with the United Nations in East Timor as an interpreter/translator.