Orinda Books

Orinda Books is an independent bookstore that's managed to survive despite the prevelance of big box stores, the market domination of deep discounters like Amazon and Costco, and the rising popularity of digital books. My goals are to promote the store via Facebook to engage our current customers, to reach out to potential new ones, and to show publishers we are promoting their books in all possible venues.

Our target demogrpahic is women 35 to 65 years-old and their spouses. They live in the Lamorinda area comprised of the towns of Orinda, Moraga, and Lafeyette, California. With a number of Berkeley and Oakland bookstores closing, we draw a little from that market as well. These customers vary in their interest in social media. I know I need to increase the frequency of my postings to keep the store in their consciousness.

One challenge is that I have a full-time job outside of the bookstore. I saw a need to be filled there. The majority of its staff are between 60 and 80 years-old. While some are technologically savvy, most don't have the time or the interest in social media. I'm helping them reach out to their market. I realized I need to plan posts ahead of time, outside of anything relevant to current or local events, to post consisently. I'm working on this.

The biggest challenge is to reach and engage our market. I share material related to our events, pictures of the store and the store cat, and our bestsellers. I've expanded to featuring posts related to reading, writing, and book culture. I experimented with featuring their favorite authors' birthdays, which I will bring back. I would like to incorporate people more into the bookstore's story. This includes the store staff, our featured artists and crafters selling their wares there, our customers, and our visiting authors.

Here is Orinda Books' Facebook page:  https://www.facebook.com/OrindaBooks

Here are three pages in our industry that do a great job of engaging their customers:

  1. Rakestraw Books:              https://www.facebook.com/RakestrawBooks
  2. City Lights Booksellers:     https://www.facebook.com/CityLightsBooks
  3. Powell's Books, Inc:           https://www.facebook.com/powellsbooks

I appreciate feedback at any time during or after this class!

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