RED PAGE Download these free practical tools

In this part of the site we are developing a range of FREE practical tools and resources for marketers and business managers. Updates and new resources are added regularly.

To view the resources, simply enter your name, company and email address in the box at the bottom of this page.

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Each resource has its own code. A description of each resource and its accompanying code is provided below to help you to find the resources you need. All resources are copyright but you are free to use and circulate them provided you credit Red Page Ltd appropriately.

Current FREE marketing resources:

Resource RP0001: Outline marketing plan for launching a book showing administration to consider pre-publication and what to undertake in the first year of publication. Useful for publishers seeking to deliver pre-publication sales and help to sell stock ealier in the product life, reducing warehouse stock later in the product lifecycle.
Resource RP0002: Target Audiences for marketing books shows a simple chart to help writers understand who, primarily, they are writing to when producing marketing materials. Useful when avoiding copy which appears to be aimed at numerous people and ending up converting few.
Resource RP0003: Example spreadsheet for determining marketing actions at a book launch. This sheet lists a sample range of marketing tasks and then allocates estimated costs, response rates, revenues, net revenues and marketing ROI. The data will vary with publishers' own experiences but the sheet should be amended and updated to suit your needs as you gather data from your own campaigns
Resource RP0004: Excel spreadsheet you can use for plotting costs during a book launch,estimating trade and direct sales, and calculating ROI of marketing spend during the first 12 months of a book's life
Resource RP0005: Instructions on how to use Resource RP0004
Resource RP0006: A sample completed sheet of Resource RP0004 to give publishers an idead of how to use the sheet in action
Resource RP0008: A simple report showing how price is the biggest driver of your revenues and profits, showing how lower prices do not mean higher revenues or profits unless you stretch the capabilities of your sales team and production people.
Resource RP0009: With publishers increasingly reliant on online sales through third party suppliers, it is crucial to be able to understand readership and readership needs to continue to grow business. This resource sheet outlines a range of different ideas for publishers to use to increase online visits, capture data and grow loyalty.

View Red Page Resources:

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Latest News
- Conjoint Analysis for your Business
  
  Are you looking to deliver more efficient prices for your company’s products? Are you fed up with low profits and fickle customers? By using conjoint analysis, you can better understand what your customers want, what they value, and what they are prepared to pay for.
  
  What is conjoint analysis?
  Wikipedia defines conjoint analysis as: //“a statistical technique used in market research to determine how people value different features that make up an individual product or service.
  The objective of conjoint analysis is to determine what combination of a limited number of attributes is most influential on respondent choice or decision making. A controlled set of potential products or services is shown to respondents and by analyzing how they make preferences between these products, the implicit valuation of the individual elements making up the product or service can be determined. These implicit valuations (utilities or part-worths) can be used to create market models that estimate market share, revenue and even profitability of new designs.”//
  
  What does conjoint analysis help you to achieve?
  
  In its simplest form, conjoint analysis is a tool which lets your customers decide which product attributes they value most. Using sophisticated tools, you can then use this information to develop an understanding of what customers will be prepared to pay for your goods. It also helps you understand value features in your goods which may be missing but which the customer is prepared to pay for.
  
  For example, you may produce a newsletter which features:
  • Weekly digests of key news
  • A daily alert to readers in-boxes
  • An online archive of news stories
  • A directory of suppliers
  • A directory of senior board executives
  • Daily statistical changes affecting the industry (e.g. KPIs)
  
  You might find that a competitor has moved in on your territory and you are trying to find out what your readers value, what they are prepared to pay for and what they don’t really want.
  
  The value of such analysis is that it can let you:
  • Tailor your product to customer needs
  • Price efficiently
  • Remove underperforming areas of your product which have limited value
  • Reduce costs
  • Target sales and marketing staff more efficiently to help conversion of new customers and retention of old customers
  
  Is there an alternative to conjoint analysis?
  
  The beauty of conjoint analysis is that it is objective, and helps you avoid opinions by focusing on facts. Sales people are often keen to emphasise the need for reducing prices for example because lower prices helps them achieve targets. Conjoint analysis allows a calm-headed look at a product, its environment and pricing.
  
  However, conjoint analysis is expensive. An alternative is to have expert panels within your company comprising sales, marketing, production plus to have the input of key account heads. This “expert” group will at least let you get a feel for what can be changed and what can be improved or dropped in the pursuit of efficient pricing.
  
  The danger of internal experts is that they can carry internal baggage on pricing, production, delivery etc which could obstruct objective thinking and result in inappropriate pricing positions.
  
  Can I find out more about conjoint analysis?
  
  A simple, and very helpful, introduction to Conjoint Analysis can be found at Sawtooth Software by following this link.
  
  Please note, we have no affiliation with Sawtooth but we point to these pages because of their practical utitlity.
  
  There is also an excellent book called Getting Started with Conjoint Analysis although this is now getting hard to find.
  
  Here is a very good video lecture about Conjoint Analysis from Video Lectures. This item provides a case study and how conjoint analysis was used to resolve a problem.
  
  This article was written by Michael Smith, Director, Red Page Ltd.
  
  Read more about strategic marketing for publishers.
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