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Baker & Taylor Launches Video Marketing Campaign To Booksellers
Baker & Taylor, Inc.( 07/09/2002 )
Baker & Taylor announced an aggressive marketing campaign today that will provide current book customers with the ability to order DVD, VHS and music product from the distributor's vast offering of Entertainment lines. The move allows Baker & Taylor's book customers to take advantage of these high demand product lines without having to wait for a new account to be opened or a new line of credit to be extended. More than 10,000 bookstores will now have easy access to the more than 200,000 DVD, VHS, and music titles in Baker & Taylor's inventory.
Baker & Taylor's marketing initiatives include an email marketing campaign, direct mail, phone solicitation, and personal visitation by a dedicated staff of video specialists that are experienced with the bookseller market. All of these efforts have the dual purpose of educating booksellers about video as a category and making them aware of titles that are appropriate for their stores.
As an incentive for booksellers to begin exercising their ordering options, Baker & Taylor is offering a $100 credit towards current customers' book accounts if they purchase $1,000 worth of video product before November 15, 2002.
According to Baker & Taylor Retail President Jim Ulsamer, the move was in response to the tremendous interest expressed by booksellers in stocking DVD in recent months. "We wanted all of our bookstore customers to have immediate access to the widest array of titles available that will satisfy their customer demand and help booksellers realize increased revenues for their stores. The timing couldn't have been better given the recent release of Harry Potter and the upcoming release of The Lord of the Rings which will have tremendous appeal to bookstore customers."
Ulsamer noted that the appeal of Entertainment product for booksellers would extend far beyond the Lord of the Rings. "Besides all the latest major studio releases, quality titles are available on subjects such as childcare & parenting, health & wellness, documentaries and other genres that can be integrated seamlessly into booksellers' current selections," he said.
Booksellers who wish to begin ordering Video or Music product from Baker & Taylor should call 1.800.775.2600 ext. 2120 to speak with one of the video specialists Baker & Taylor has designated to help booksellers navigate this new product line. Orders may be placed immediately.
About Baker & Taylor
Baker & Taylor, headquartered in Charlotte, N.C., is a full line distributor of video, books, and music to traditional and Internet retailers, as well as the institutional market.
For More Information
Contact: Bob Roth, Vice President of Marketing
Baker & Taylor
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