IndieBound
Uniting America’s Independent Booksellers
Backdrop
The American Booksellers Association (ABA) is the national trade association for independent booksellers, offering them support and guidance on a number of key issues. One of the biggest challenges small stores face is how to compete with the huge volume of marketing and awareness the big box retailers can generate. For seven years, ABA had been running BookSense, a marketing program of sorts, for their members. But BookSense was dated and most independents were not participating or even seeing value in the program.
Purpose
- To create a new name and identity for the BookSense program that would tap into the creative energy of the independent minded bookstore owners
- To create tools and materials that could easily be customized by individual stores
- To elevate the valuable role of the "Picks List" and the "Best Seller Lists" with publishers and consumers
- To generate positive press coverage around the many success stories as opposed to the pop-culture impression that "indies" are dying
Action
Immersing ourselves in the unique world of independent booksellers all around the country, we quickly found that it wasn’t all about selling books. Instead, it was about celebrating a shared passion for the independent shops that provide a safe-haven from the homogenization of America. So not only did we create a new name and identity in IndieBound that embraced the independent spirit of these booksellers, we ignited a movement that elevated their purpose and passions when it came to all things independent.
Success
- Rapid adoption by 95% of ABA members.
- IndieBound is resonating with their customers (sales numbers coming).
- Other independent business associations are asking to work with ABA and use the tools.
- The staff at ABA are energized by IndieBound. They have more ownership and pride in their work, resulting in better ideas.
- IndieBound.org is thriving with over 2K visits per day.