Marketing a yearbook is an important activity for staff members. It requires much responsibility and gives students a taste of how a business runs in the real world. Even after putting in the effort, marketing the yearbook may be disappointing if students aren't buying or it requires too much time. Encourage students to purchase a yearbook through creative marketing techniques.
Offer Payment Plans
Some students can't afford the hefty yearbook price in one shot, but, if you make payment available in installments, more students will be able to purchase one, according to Walworth Yearbooks. Start in the beginning of the school year to give students enough time to pay. You will need a system to track payments and to notify buyers when they are due.
Enthusiasm is contagious. Create a plan to promote the yearbook in several different ways at the same time, and roll it out in a short time span. Post flyers all over the school, hang colorful posters in the hallways, make T-shirts for yearbook staff members or give out baseball caps to the first hundred buyers. When everyone is talking about it, people may be more likely to buy.
Make a Deal
Promote purchase through a discount program. Create an early-bird deadline with a lower price. Another way to do this is to offer tiered pricing, where the initial cost is raised every month. For example, if the price is $75 in November, it becomes $85 in January and $95 in March.
Get Everyone Involved
If a student knows that his picture will be featured in the yearbook or that there will be a line about him or a team he is on, he will be more likely to splurge. Yearbook staff should create pages that feature all of the student body in some capacity so that more students will be interested in purchasing the yearbook.
When you start your marketing efforts, send an email to all of the students and parents (if you have a list with email addresses) promoting the yearbook. Plan certain times throughout the year when you will send reminders to all students who have not yet bought the yearbook and encourage them to do so. Do this with an action plan to persuade them to purchase it in the moment, such as a discount if they buy on that day.