After attending a CAMEX session devoted to helping stores better their buyback, Mines Bookstore decided it was time to try something different. Rather than implement the standard posters they had used in the past, they opted for a more personal approach.
“We wanted to make our promotional materials more noticeable to students,” explained Jennifer Bauer, textbook manager. “So, we put one of our more recognizable employees, Mike, on all of them with a kind of ‘mobster’ theme that played off the idea of getting the most cash for books at our store.”
After designing the custom posters, the store then printed them through MBS.
“It was really easy; the posters turned out great and it was less work on our end!” she added.
Their idea was a huge hit, with students commenting on the new poster design more than ever before.
“It definitely caught their eye, and they paid attention to the message on the poster because of it,” said Carla Heavlin, bookstore buyer. “There was a very positive reaction and they all found the posters funny, which was great!”
Beyond being eye-catching, Bauer believes the posters helped reinforce the idea of selling books at the store.
“Because they recognized Mike, students made the connection that we’re the ones who run the buyback, which only strengthens our message about the importance of keeping books on campus,” she described.
Based on its success, the store plans to continue to use Bookstore Mike’s poster for the next year or two.
“We learned in the same CAMEX session that stores have experienced a better return at buyback when they use the same promotional theme consistently for a period of time,” Bauer explained. “Students then recognize it and don’t even have to read the message anymore; they know what it represents and are reminded to come in and sell their books again.”
After that, the store says they will explore placing other employees in the ads to achieve the same benefits.
“Anyone but me!” Heavlin joked. “The posters have been very well received so far; it’s hard to know exactly how they’re affecting the number of books we buy, but we can definitely tell a difference in the amount of feedback we’ve heard. It will be exciting to see how that evolves in the future!”
