Marketing Director for Lamplighter

Below is a dialogue between me and someone who asked some excellent questions about the marketing position.  I thought this would be helpful to share:

 

You have given me a lot to think about. . .and I agree with you 100% about our current culture and the lack of values these days. . .let's see if any of these thoughts are new to you or one's you've already considered.

 

Scholastic Book Fairs - a big thing here.  The Book Fairs are sponsored by the school's PTA - usually held in the Fall, then in the Spring.  Sale Rep would call on the PTA president.  PTA keeps a certain percentage of the sales.  Christian schools, too, run Book Fairs. 

            We have school contacting us all the time to run book fairs for their schools.  First Scholastic has an excellent system in place that makes ordering, shipping, and set us easy.  You can view out book fairs and fund raiser programs here: book fairs and fund raisers.  Once you look at these programs you will see that we have everything in place…just need someone to make it happen. But again, the stories really have to create a genuine passion that is unquenchable…if not, I know that a person will not succeed.

Our main problem is that we are too short staffed…and not the right staff yet…I am searching…

 

What about sales reps, regionally, in large cities?  Chicago, Dallas, Atlanta, New York, San Francisco, Los Angeles as an example?  Post the jobs on Career Builder, Yahoo, Monster, Craigs List?  Another opportunity would be through a State Department of Labor (usually these are free).

            I have taken a little different approach.  Since a rep cannot sell these books without first having experienced something personally life changing, we have created a position called Malachi.  We have parents selling our books around the country…the program runs fair and does generate the amount of revenue that I would have hoped for…unless it is someone’s livelihood, and they care where their next meal is coming from, people lack initiative and motivation.  One of my reasons for starting this was to give families and children an opportunity to become entrepreneurs.  If someone was in charge of this, it might work better but I don’t see it ever taking off unless there some teens catch the vision and really start selling.

 

Would think calling on the larger churches with programs in place (missionary, youth programs, etc.) is the best way to go at the beginning.  There are many that fit this criteria here in the Atlanta Metro area and across the US as you know. 

            With the right person, this is the brain child…with the right person, the right passion, the right energy; a person who knows how to open doors to get the right contacts, this person will be able to open the flood gates for Lamplighter books to go far and wide.

 

What about schools of Theology for placement of the books?

            Umm…this would be a slow going process without a lot of return, at first.

 

Call on organizations such as the Southern Baptist Convention and their counterparts in other religions.

            Yes, once the Southern Baptist’s along with their main distribution arm like Life Way Christian Resources, Lamplighter books will begin a spontaneous chain reaction…once families begin to read these treasures, they will become captivated…

 

City/County Libraries - would call on city/county officials and present your program.  If successful, then books are placed throughout all of their facilities.

            I have spoken at two state library conferences and have found that libraries are becoming more of a resource library that meets the needs of our visually addicted society rather than life changing content…however, if properly promoted, and librarians see the powerful impact these stories have on character development, and their classic background, then this would be an excellent avenue for sales.  So far you have mentioned quite a few avenues…someone with marketing experience, and a lot of initiative and energy, there is no limit.

 

What does it take to be placed on amazon.com?  Is this a viable outlet?

            Yes, another avenue, untapped…however, some people once they buy our books, do sell them on Amazon..some sell for less and some sell them for more than they buy them for.  We have one Malachi rep. who buys our books and sells them on Amazon…this was not he purpose of this program but we have let it go at this point. 

 

My son’s radio station offers free Public Service announcements to those trying to get their information out to the public.  The announcements aren't just offering a service - they are varied and Lamplighter could easily 'qualify' for these types of PSA's.  Justin actually does interviews and the program runs for approximately 30 minutes.  So, free publicity.

            Yes, yes, yes!!!!!!!!!!!!!  Now I need someone who can put their ideas into action..with passion, commitment, and ownership.

 

What about hiring a marketing firm rather than a marketing director?  The marketing firm could be hired on a contract basis, perhaps saving you some dollars at the beginning.  They should have the contacts and expertise to be able to get your word out via newspapers, radio, TV.  As to TV, however, it may  be necessary to start more at the local network level and cable networks first - then work up to national.

            Yes, we have thought about this for some time now.  The problem I have found is that most markets that they would try, are not ready to receive our books, just because they are promoted and advertised. Our books need to be conveyed by someone who is passionate and articulate.  Markets such as TBN, Christian radio, and links with other Christian ministries and churches is the direction that we need to go.  Retirement communities would also be an option.  We need to focus on those who love to read and those who are concerned about their children and grandchildren’s moral development.

 

Hospital gift shops?  St. Joseph's Hospital is a large Catholic sponsored one here in Atlanta, as an example.

            Yes, but this will take a lot of oversight…

 

Summary:

            Here it is in a nutshell..i started Lamplighter 14 years ago, after finding some books that really had an impact upon my life.  I speak around the world conducting seminars on various subjects…usually subjects that I have been a complete failure in, and now give insights how not to make the same mistake or do it the right way…you know…marriage, parenting, character, etc..in ten years we began publishing our own books and to date we have 101 published…we have printed over a million copies…we are a non profit with an annual revenue of 1.4 million…with about 130k left over…all goes back into publishing.. We sell most of our books during conference season (Spring and Fall) and Christmas catalog…we don’t advertise because we can’t keep up with what we are doing now…once we start advertising and marketing (we don’t have a marketing person…if we did,)  sky is the limit.

            A set of our books for example sells for $1700…that 101 books…if we had a rep selling these books to schools, churches, especially having churches send a set to the missionaries they support, or have the books as an outreach tool for the community..single moms, children in need etc…if a rep did this, they could make 800 on each set…however, most reps would probably give a 20% discount, and would then make around 600…anyway, the market is ripe for our product because the culture is falling apart, and the content of these stories are having a profound impact upon children, teens, and families…we have hundreds of letters and testimonies from many changed lives.

            That scenario would be for reps…the marketing director would be a person who would connect Lamplighter to a variety of new markets…bookstores, wholesalers, radio broadcasts (last year we did one broadcast, where they interviewed me and it reached ten million listeners…our sales went through the roof!); I need a marketing director who can take the initiative to get me on TBN, Larry King, and Fox News…we have a story to tell…well you can see that I am passionate about this…

            The short of this is quite simple…if the stories don’t knock your socks off, then this wouldn’t be a fit for you…but knowing your heart and vigor of life, you would sure be a dream come true!