Developing Relationship Marketing of Keltainen kirjasto
Harkkila, Johanna (2020)
Harkkila, Johanna
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020120726693
https://urn.fi/URN:NBN:fi:amk-2020120726693
Tiivistelmä
This study concerns developing relationship marketing of a book series, Keltainen kirjasto, in a context where a two-way disruption is on-going within the publishing industry. Due to digitalization, the book formats and retail channels are changing rapidly. At the same time, marketing communications need to adapt to this change.
The study period was over two years, which makes this a longitudinal case study. My data is mostly qualitative. The sources of evidence are multiple, as I completed a survey, and in addition collected digital data on newsletter and social media processes to find out which actions are effective.
In order to develop relationship marketing, I first had to find out who the readers of Keltainen kirjasto are, and how would they hope that Keltainen kirjasto communicates with them.
For this purpose, an online survey was organised. Compared to what had been thought, the survey revealed that the readers are younger, more adventurous when it comes to new technical inventions, and feel really positively about the series. They are also active readers, book-buyers and enjoy going to events.
Based on the literature, my hypothesis was that relationship marketing and CIMC would be suitable for Keltainen kirjasto. The theories offered several tools for developing the marketing communications. With the help of the findings of my survey, I created three implementations that were tested for a period of two years. During this time, it became clear which pilot projects worked and which ones need further developing.
The implementations I chose to carry out for strengthening the relationship with the current and potential readers were developing the newsletter, arranging regular events, and developing the presence of Keltainen kirjasto on social media platforms. These proved effective, as the number of subscribers to the newsletter increased, there was a maximum number of guests at the events and they engaged in conversations, and the number of social media followers increased. The readers were also active in dialogue on those platforms. Encouraged by these positive results in relationship marketing, I would recommend continuing these actions in the future.
The study period was over two years, which makes this a longitudinal case study. My data is mostly qualitative. The sources of evidence are multiple, as I completed a survey, and in addition collected digital data on newsletter and social media processes to find out which actions are effective.
In order to develop relationship marketing, I first had to find out who the readers of Keltainen kirjasto are, and how would they hope that Keltainen kirjasto communicates with them.
For this purpose, an online survey was organised. Compared to what had been thought, the survey revealed that the readers are younger, more adventurous when it comes to new technical inventions, and feel really positively about the series. They are also active readers, book-buyers and enjoy going to events.
Based on the literature, my hypothesis was that relationship marketing and CIMC would be suitable for Keltainen kirjasto. The theories offered several tools for developing the marketing communications. With the help of the findings of my survey, I created three implementations that were tested for a period of two years. During this time, it became clear which pilot projects worked and which ones need further developing.
The implementations I chose to carry out for strengthening the relationship with the current and potential readers were developing the newsletter, arranging regular events, and developing the presence of Keltainen kirjasto on social media platforms. These proved effective, as the number of subscribers to the newsletter increased, there was a maximum number of guests at the events and they engaged in conversations, and the number of social media followers increased. The readers were also active in dialogue on those platforms. Encouraged by these positive results in relationship marketing, I would recommend continuing these actions in the future.