Last week, the marketing team chatted about the forthcoming Pay What You Want sale. Last-minute logistics were discussed. I threw out the idea that maybe only three or four of us would be sufficient to handle the email offers on PWYW day. My team pushed back and said it would be best to start with everyone on board and see what happened. I listened. And now I pat myself on the back.
Still a little bit hesitant about our PWYW experiment, we used a mini movie, blog posts, emails, social media, word-of-mouth, and our website, to promote the campaign. We cross-promoted, we coordinated. Ahead of the big day, more than 24,000 emails went out with an open rate of 33%. Our first tweet hit 15,000 impressions. Our first blog blew past 2,500 reads. Before Tuesday, I already considered PWYW day a success. Now, I consider it simply amazing. The outreach, the branding, the goodwill, the communication, the media attention, and the buzz have been beyond my expectations; the number of offers made exceeded anything I could have foreseen.
Two days after the sale, I’m just floored by the response on the day. My team were right. We needed every marketing hand available, plus the boss. Nine of us spent twelve hours on May 15th, and another nine hours the next day responding to all the amazing people who made their PWYW offers. I don’t yet have the specifics, but I want to get my initial thoughts down on “paper,” in the immediate aftermath of what I believe was a truly innovative and pioneering marketing campaign in our little university press world.
Anecdotally, 1,500 people made offers to us. In 10 hours. They WANTED our books.
I can’t wait to dig into the metrics, to analyze the data from the day, to draw conclusions about what we do and how we do it. I’ll write in more depth about the sale and what we learned in due time, but for now, just know that I am proud of my team, proud of the books we sold far and wide, and so incredibly grateful to all those who thought highly enough of PWYW and our books to take a chance and make us an offer.
About the author of this blog post: Martyn Beeny is Marketing and Sales Director at Cornell University Press. He had a dream for PWYW; his team made it a reality.