A Vibrant Independent Bookstore in Detroit Case Study
27th Letter Books is an independent bookstore in Southwest Detroit. They strive to highlight historically underrepresented voices and narrative in all forms.
Client
27th Letter Books is a small, community-centered bookstore in Southwest Detroit. When the founders came to us, they had a dream.
Two young military veterans who loved books approached us with an incredible mission: to spend 5 months traveling the country and find a city, and a community in particular, that matched their vibe to open a brick-and-mortar bookstore in. They chose 4 cities to explore: Salt Lake City, Utah, Detroit, Michigan, Alexandria, Virginia, and Raleigh, North Carolina.
Challenges
To tackle the challenge, we worked to focus their business vision, and then we helped them interview community members in their road trip, and ask the vital questions (i.e., rent, foot traffic, local codes, and traditions), so they could make a well-educated decision on where to settle and start their incredible bookstore. As they traveled, we helped them with developing a solid business plan, and worked to focus their strategy so they could stay on target. Once they chose Detroit, we helped them to build brand awareness, create a strategic social media presence, and build a functional email marketing campaign that would be sustainable as the company grew. The campaign included branded messaging as well as passive collateral distribution, and a partnership press release with local NPR affiliates and other brick-and-mortar neighborhood businesses.
They struggled with all the real challenges of a new business, including having to build out the physical space and market their new fledgling work-in-progress to the community. So much of our work with them was keeping them focused and eyes-on-the-prize, as we coached them to not get waylaid by setbacks. They had just gotten going when the pandemic hit, but they managed to weather it by staying rooted in the community, brand, and vision we had helped them build.
Business Impact
With a new business that was not yet established, we sought to bring an authentic brand identity to the forefront and increase brand exposure through promotions and tie-in opportunities with other community projects. With our guidance and their own incredible resilience and vision, they weathered the challenges, including a global pandemic, to create an incredible and successful bookstore that is a hub for the community and Southwest Detroit. They did it!
Visit their bookstore, and you will see happy patrons, NPR-sponsored readings, podcasts being recorded, and an amazing, incredible space that looks exactly like success.
Business Strategy and Marketing Case Study: 27th Letter Books, Detroit
Background: 27th Letter Books is an independent, community-centered bookstore located in Detroit, Michigan. The bookstore prides itself on being more than just a place to buy books; it serves as a cultural hub for the community, hosting events, discussions, and providing a space for people to connect. Given the rise of online book retailers and the challenges posed by the COVID-19 pandemic, 27th Letter Books must navigate a complex landscape to ensure its continued growth and relevance.
Objective: The primary objective is to develop a comprehensive business and marketing strategy that enhances 27th Letter Books' market position, increases foot traffic, and fosters deeper community engagement while maintaining its unique identity as a community-oriented bookstore.
Business Strategy
Community Engagement and Partnerships:
Local Author Collaborations: Partner with local authors and poets to host book signings, readings, and workshops. This not only supports local talent but also drives traffic to the bookstore.
Educational Programs: Develop programs for local schools and colleges that promote literacy and learning. Offer discounts or special events for students and educators.
Themed Events: Regularly host events that tie into current social and cultural movements, such as book clubs focusing on Black literature during Black History Month or LGBTQ+ themed readings during Pride Month.
Product Diversification:
Curated Book Selections: Maintain a carefully curated selection of books that reflect the diverse interests and needs of the Detroit community, with a focus on underrepresented voices.
Merchandise Expansion: Introduce branded merchandise like tote bags, bookmarks, and notebooks, and collaborate with local artists to create unique, Detroit-themed items.
Cafe Addition: Consider adding a small cafe or coffee corner, turning the bookstore into a place where customers can relax and spend more time, thereby increasing potential sales.
Digital Presence and E-Commerce:
Online Store: Expand the online store with a user-friendly interface, offering the same curated experience online as in-store. Include options for book delivery or pickup.
Virtual Events: Leverage online platforms to host virtual author talks, book clubs, and workshops. This not only increases reach but also provides a steady stream of events, even during periods when in-person gatherings may be limited.
Social Media Integration: Use social media platforms like Instagram and Twitter to engage with the community, share event details, and spotlight new arrivals and staff picks.
Marketing Strategy
Target Audience Identification:
Local Residents: Focus on engaging with Detroit residents who value community-oriented spaces and local businesses.
Literary Enthusiasts: Attract avid readers who seek unique, carefully curated book selections and are likely to become repeat customers.
Students and Educators: Engage with students and educators by offering discounts, educational programs, and tailored book selections.
Brand Positioning:
Community-Centric Identity: Emphasize 27th Letter Books as a cornerstone of the local community, a place where people can connect over shared stories and experiences.
Cultural Relevance: Position the bookstore as a champion of diversity and inclusion, reflecting the rich cultural fabric of Detroit in its book selections and events.
Promotional Tactics:
Content Marketing: Regularly update the bookstore’s blog and social media channels with book reviews, author interviews, and stories from the community. This not only engages the audience but also improves SEO.
Email Marketing: Develop a bi-weekly newsletter featuring upcoming events, new arrivals, and special promotions to keep customers informed and engaged.
Loyalty Programs: Introduce a customer loyalty program offering rewards for frequent purchases or event attendance, encouraging repeat visits and fostering a sense of belonging.
Partnerships and Collaborations:
Local Businesses: Partner with nearby cafes, restaurants, and art galleries to create cross-promotional opportunities. For instance, offering a discount at a local cafe with the purchase of a book.
Nonprofits and Community Organizations: Collaborate with local nonprofits on literacy initiatives, book drives, or events that align with community needs, further embedding the bookstore within the fabric of Detroit.
Conclusion:
27th Letter Books stands at a pivotal point where it can further establish itself as a cultural hub in Detroit through strategic community engagement, product diversification, and a strong digital presence. By leveraging its unique position and fostering strong relationships within the community, 27th Letter Books can continue to thrive in a challenging market while remaining true to its mission of connecting people through the power of stories.