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Provides a proven project with long-term profit or
fund-raising potential.
In today's uncertain economy, it is becoming more difficult
than ever to find the profits and funds to continue to grow and expand. The
American public is becoming more discriminating and demanding about where their
dollars are spent. Cookbooks are, and always have been, popular, profitable,
and permanent . A good cookbook, with solid promotional plans, can sell for 5,
10, 15, or 50 years. Once a cookbook is established as a product, profits can
be predicted and budgets set for long-term income.
Profits/Fundraising The Junior League of Boca Raton, Florida
has raised over $600,000 for their community projects.
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Appeals to a broad cross-section of people, including
thousands of cookbook collectors.
Cookbooks have a long and impressive history as proven
best-sellers. The market for a classic cookbook is endless, and the buying
audience grows and changes with each new generation.
Appeal The Junior League of Charleston, South Carolina
published Charleston Receipts in 1950 and is still selling this book today. It
is an in demand item for cookbook collectors.
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Places your name, company, or organization in view of
thousands of people, and offers ongoing advertising and public relations since
cookbooks are rarely thrown away.
The marketing dollars spent on a cookbook continue to work for
you year after year . A cookbook, if designed correctly, can put you, your
company and its products, or your organization and its cause, in permanent view
of literally thousands of people and will be kept and given valuable shelf
space in homes. A cookbook is probably one of the few public relations and
advertising tools that has continued repeat value that lasts for years. Every
time it is used, your message is heard or your name or product is seen again.
Advertising/Public Relations Vera Bradley Designs incorporated
their cookbook, Our Favorite Recipes, as another product offering for their
customer base. The cookbook was promoted through their web site, catalog, and
direct mail campaigns.
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Educates the public on the benefits of your organization,
company, product, or cause.
A careful combination of recipes and educational
information produces a cookbook that is valued for both cooking and
educational/recreational reading.
Education St. Thomas Hospital’s Heart Institute published two
cookbooks and the registered dieticians incorporate the books into cooking
classes offered to the general public and focus on heart-healthy recipes.
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Contributes positively to community involvement and public
image.
A recent Cone/Starch Cause Related Trends Report says that 8
of 10 Americans have a more positive image of companies who include
cause-related marketing it their overall plan. A high-quality cookbook makes a
strong statement about your commitment to your cause-related program. It also
has the double impact of placing a permanent product with the company's or
organization's name into thousands of hands—and those people will see,
continually, the association of the company or organization with community
involvement and support.
Community Involvement Calico Corners promoted breast cancer
awareness through their cookbook, Calico Cooks! and have donated a large
percentage of the proceeds to the Susan G. Komen Breast Cancer Foundation for
continuing research and on-going education.
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Fosters brand awareness and customer loyalty.
Repeated use breeds comfort with a product, thus leading to
future purchases and uses. A cookbook places the name and picture(s) of a
product and company in a permanent fixture other than the product container,
bringing it to the consumer's attention time after time.
Brand Awareness The restaurant chain, Famous Dave’s,
incorporated the cookbook, Famous Dave’s Backroads and Sidestreets, through the
use of recipes that blended in cooking tips and techniques with existing
products including bar-be-que sauces, marinades, and rubs.
The Gaylord Opryland Hotel & Convention Center offers its
cookbook to guests and visitors of the property. A Culinary Collection is sold
through retail avenues in the various on-site gift shops and features many of
the restaurants within the confines of the hotel.
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Creates a premium item, souvenir or thank you gift for
volunteers, donors, or customers.
One of the most popular premiums offered to the public is a
cookbook. It is perceived to have usage, permanency, information, helpful
instructions, and value . Produced in large amounts, cookbooks probably have
more value for cost than any other type of premium. Cookbooks are kept and
become valued possessions, featuring your name each time they are picked up.
Premium/Gift The chancellor of Louisiana State University
promotes the Baton Rouge campus and its course offerings through their
cookbook, Serving Louisiana, both as a gift for patrons and supporters of the
college as well as corporate gifts during the holidays.
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Generates interest and enthusiasm among employees or
volunteers, as well as training opportunities.
A shared project, such as developing and selling a cookbook,
can bond people together in a self-satisfying manner that creates good friends
and a profitable result. Many companies and associations have created a
cookbook that is a combined effort of employees and/or volunteers. This gives
those employees and volunteers a sense of ownership and investment in a project
that is visual and permanent. The many different areas of cookbook development
and marketing incorporate varied skills. A cookbook project can be used as an
excellent training tool for volunteers and employees alike.
Fellowship/Training Through the sales of Pride of Kentucky,
the Kentucky Extension Services of Family and Consumer Sciences, have trained
their extension agents in the areas of retail sales and marketing while
building public awareness for the community projects they fund and support.
The Junior League of Baton Rouge has been in the cookbook business since 1960
and holds a mandatory training each summer for the incoming cookbook committee.
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