Distributing Multimedia Titles

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Distributing Multimedia Titles

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Describe how multimedia titles are distributed online ... Rentals. Blockbuster. Effect on sales. Similar to providing 'demo' copies ... – PowerPoint PPT presentation

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Title: Distributing Multimedia Titles


1
Distributing Multimedia Titles
  • Chapter 10

2
Objectives
  • Describe the marketing issues related to
    publishing CD-ROM titles
  • List and describe the major distribution models
  • Describe how multimedia titles are distributed
    online
  • Discuss the issues related to delivering
    multimedia using kiosks

3
Chapter Outline
  • Distributing multimedia titles on CD-ROM
  • Distributing multimedia titles online
  • Kiosk-based multimedia

3
Distributing Multimedia Titles
4
Marketing CD-ROMs Hurdles
  • The industry is new
  • Consumers often return titles because they won't
    run on their machines
  • Lack of good content
  • Too little shelf space

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Distributing Multimedia Titles
5
Marketing CD-ROMs Strategies
  • Product strategy
  • Promotion strategy
  • Pricing strategy
  • Distribution strategy

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Distributing Multimedia Titles
6
Product Strategy
  • Methods of product differentiation
  • Character who appears in a series of titles
  • High-quality media
  • Rich content
  • Achieving brand-name recognition
  • Build on existing reputation
  • Ally with companies that already have recognition

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Distributing Multimedia Titles
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Promotion Strategy
  • Cooperative advertising
  • Point-of-purchase materials
  • Publicity

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Distributing Multimedia Titles
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Cooperative Advertising
  • Retailer and publisher share costs
  • Title and retailer are featured in the same ad
  • Expensive

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Distributing Multimedia Titles
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Point-of-purchase materials
  • Aisle displays
  • Proven way to increase sales
  • Retailers may not set up or maintain displays

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Distributing Multimedia Titles
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Publicity
  • Stories in news media, often generated by press
    kits
  • Advantages
  • Credible
  • Can be included in other promotional materials
  • Can be directed to intended audience
  • Free

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Distributing Multimedia Titles
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Pricing
  • Average cost now around 20 to 50.
  • Suggested retail price (SRP) is discounted to
    wholesalers (50) and retailers (35)
  • The street price is the price actually paid by
    the consumer

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Distributing Multimedia Titles
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Pricing Strategy
  • All costs, including marketing and overhead, must
    be included
  • Price can be kept lower if distributed only to
    retailers and users

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Distributing Multimedia Titles
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Distribution Models
  • Wholesaler-Specialty Retailer-Consumer
  • Specialty Retailer-Consumer
  • Catalog Company-Consumer

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Distributing Multimedia Titles
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Wholesaler
  • Buys from publishers and resells
  • Gives publisher access to retailers
  • Disadvantages
  • Won't promote product
  • Requires large discounts

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Distributing Multimedia Titles
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Retailer
  • Typically only stocks 100 to 200 titles
  • Chooses according to demand
  • Prefers to work with a few publishers
  • Sometimes charges for shelf space

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Distributing Multimedia Titles
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Superstores and Specialty Retailers
  • Mass merchandisers
  • Book, toy, video, music stores
  • Specialty retailers work well when their customer
    base matches the target market

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Distributing Multimedia Titles
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Distribution Alternatives
  • Direct mail
  • Bundling
  • Catalog sales
  • Rentals
  • Partnerships

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Distributing Multimedia Titles
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Direct Mail
  • Purchased mailing lists
  • Mailing list should match the target audience

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Distributing Multimedia Titles
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Bundling
  • Distribution with another computer product
  • OEM marketing--publisher works with "original
    equipment manufacturer"
  • No marketing costs
  • Very large discounts are required

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Distributing Multimedia Titles
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Catalog sales
  • Catalogs sell ad space
  • Consumers order directly from the catalog
  • Advertising should be done continually

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Distributing Multimedia Titles
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Rentals
  • Blockbuster
  • Effect on sales
  • Similar to providing "demo" copies
  • Users may purchase the title if they believe it
    will be frequently used

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Distributing Multimedia Titles
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Partnerships
  • Developer partners with distributor
  • Distributor makes all marketing and some design
    decisions

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Distributing Multimedia Titles
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Marketing Non-consumer Titles
  • Examples
  • Reference works
  • Corporate training
  • Higher education
  • Target audience is small and well-defined
  • Developer can take a more direct approach to
    distribution

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Distributing Multimedia Titles
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Distributing Multimedia Titles Online
  • Advantages
  • Large audience
  • Content can be updated immediately
  • Disadvantage -- slow speed

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Distributing Multimedia Titles
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Internet and CD-ROM
  • CD-ROM contains most content and large media
    objects
  • Updates available via the Internet
  • Publisher must arrange for Web site to be managed

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Distributing Multimedia Titles
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Kiosk-based Multimedia
  • Types of kiosks
  • Informational
  • Transactional
  • Success is determined by location

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Key Terms
  • bundling
  • cooperative advertising
  • demand
  • developer
  • informational kiosk
  • OEM
  • online distribution
  • point-of-purchase
  • press kit
  • publicity

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Key Terms (continued)
  • publisher
  • retailer
  • shelf space
  • street price
  • suggested retail price (SRP)
  • target audience
  • transactional kiosk
  • value-added
  • wholesaler

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Distributing Multimedia Titles
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