Brand & Value Proposition
TY’s Bookstore will offer the unique value proposition to its clientele:
- Large selection of books of all genres.
- Best prices in town – will undercut the competition.
- Book club subscription service.
- Book signing events to support independent authors.
The promotions strategy for TY’s Bookstore is as follows:
TY’s Bookstore will be located in a very convenient, highly-trafficked area of Portland that is a few blocks away from the University of Portland. The area is known to be frequented by numerous residents that shop and study in the area. There are numerous coffee shops, bistros, and boutiques in the neighborhood. The location of the retail storefront will have prominent signage and be easily visible to any passerby that is walking or driving down the block.
TY’s Bookstore will have Instagram and Facebook business profiles where Thomas will post newly released books and featured events. The posts will also offer information about the Book Club and subscription member service. The social media pages will also feature different authors with the emphasis being on local independent authors.
Website & SEO Marketing
Thomas will reach out to a website designer to develop a website for TY’s Bookstore. The website will be easy to navigate and include an option to purchase items online, contact information, and location. The SEO will also be managed to ensure that anyone searching “bookstore near me” or “bookstore Portland”, will see TY’s Bookstore listed at the top of the Bing or Google search engine.
Thomas will keep a database of customer emails so he can email the subscribers information of the bookstore’s latest happenings. He’ll include information on newly released books, Author of the Month, upcoming book signing events, and Book Club information. The emails will include the same information as the social media posts. The emails will be another way to engage with the clientele who do not have social media accounts.
The pricing of TY’s Bookstore will be moderate and on par with competitors so customers feel they receive value when purchasing their items.