The Collaborative Consumer Marketing Program (CCM) is designed to help publishers get their titles in front of loyal indie bookstore customers and support independent booksellers by sponsoring (with money!) placement in these store-branded email campaigns.
In Edelweiss360, you create targeted email campaigns to send to your customers in a matter of minutes. You choose the titles to include in your campaigns and target your customer lists based on purchases by section, author, series, etc. or by tagged lists that you maintain. Edelweiss360 tracks and presents you with open, click and, where possible, actual conversion (purchase) rates for the campaigns.
With the CCM program, publishers can compensate you for including their selected titles in your campaigns– and pay based on how many customers receive the campaigns, the relative focus on their titles in your campaign and the quality of the email lists. The cost to the publisher is calculated based on CPM, also called cost per thousand, a commonly used measurement in advertising. CPM is the cost a publisher pays per one thousand email recipients of a campaign. The Edelweiss360 CPM for the beta period starts at $20 and reflects a campaign with a single title sent just to your loyalty program members – and targeted towards a relevant subset of those loyalty program members. As a campaign features more titles, is sent to more non-loyalty program customers and/or is less targeted, the CPM per title decreases according a set algorithm calculated by the application.
Publishers may choose to ‘boost’ the CPM for individual titles in order to offer booksellers additional incentive to include those particular titles in campaigns. These ‘boost’ offers may be set for a limited time period or, in all likelihood down-the-road, a total compensation ‘cap’.
Titles from publishers participating in the program are noted wherever the title is displayed in an Edelweiss360 list with a $ burst icon. Burst icons with a dollar sign indicate that the title fee is the standard rate.
Burst icons with a number plus an ‘X’ indicate titles with a marketing ‘boost’—and the number is the multiplier above the standard rate. In this case, a title with a ‘3X’ in the burst icon has a starting CPM rate of $60, or 3 times the standard $20 rate. Publishers are very excited about these titles and are willing to pay out to get them in front of the eyes of your best customers. It’s a win for everyone, really.
Likewise, when you’re working in an Edelweiss360 campaign, you’ll see bursts on any titles for which publishers are offering compensation and the monetary total you will receive based on title inclusion and selected email recipients:
Publishers will receive an invoice each month with aggregated totals for all sent campaigns from all stores. They’ll pay us, and we’ll pass those earnings along to each store. Really all you have to do is send your emails. Hopefully a good, targeted email will result in some sales as well as some CCM funds from a grateful publisher.
Keep track of your earned CCM funds, both large and modest, by clicking this chain link icon in Edelweiss360: