Company Focus
August 2011
Company Focus on the enduring popularity of Usborne Books
Factual and fun
… the enduring popularity of Usborne Books at Home
 Lorna Hunt, Managing Director, Usborne Books |
ONE of the fastest growing sectors for Usborne Books is from overseas markets where parents are keen for their children to improve their English language skills. While many of their titles have been translated into over 100 languages, from Arabic to minority languages such as Basque and Catalan in Spain (Nepalese was the most recent), the English versions are even more popular.
As the hub for 16 European countries, the language learning sector is now the fastest-growing area with the UK market bouyant despite the recession. The latest expansion is into Poland where the company is actively recruiting for Consultants.
Managing Director of Usborne Books at Home, Lorna Hunt, said growth had always been driven by the product and its close ties to each generation. “Parents who enjoyed our books themselves invariably turn to Usborne for their own family which guarantees exponential growth and a constantly new and eager customer base,” she said.
The home selling division marks its 30th anniversary this year, a successful and well-respected organisation that began life as a way of raising the profile of what was then a fledgling book brand struggling to make its name.
A few years previously, independent publisher Peter Usborne had launched a pioneering new children’s book business, then as now a highly competitive market. Finding it hard to get their books accepted by retailers, a fellow director saw the home selling option as an ideal way of raising awareness and creating customer demand… the ‘push-pull’ effect so beloved of modern marketers.
“His wife was involved in direct selling at that time with another company and he realised it would be a great way to raise awareness,” added Lorna. Our reasons for going into direct selling were therefore probably quite different to most direct selling organisations (DSOs).” The business was a hit almost immediately, exceeding all expectations, and within two years had become a successful division in its own right. Over the years the company has developed into a multi-channel operation for which direct selling remains an essential promotional platform.
It’s all a far cry from those early days when Lorna first joined as a regional sales manager and was given ‘a box of books and a map’ as the company took its first tentative steps into direct selling. Based in Oxford, Usborne Books at Home is run by a 20-strong team of management and staff supporting an extensive network of Consultants across the country. Consultants can earn a generous commission and have access to free or discounted books for their own use.
The core model is party plan and Consultants are mainly female with children, hosting parties in the customers’ home which generates more referrals as well as sales. Schools are also an important source of sales as teachers like and respect the brand. Consultants are often to be found at school book fairs as well as playgroups, mother and toddler groups and similar activities where young families gather.
The principle behind Usborne is to educate and entertain, as set down by the founder. In line with that stated aim, the mission of Usborne Books at Home is to get books into the hands of as many children as possible including those who may not come from a naturally bookish family. With UK media reports highlighting poor reading and writing skills among children of all ages, even school leavers seeking employment, Usborne takes seriously its responsibilities while never losing sight of the fact that books are for fun too.
Lorna explains: “We feel very strongly about giving children from all backgrounds the opportunity to read, enjoy and improve their literacy – it is this passion that motivates and drives our Consultants.” This belief and passion comes from the top, from founder Peter Usborne who still heads the parent company and was made an MBE in the New Year’s Honours list for services to publishing. He later described the award as a ‘collective MBE’ in tribute to the entire team.
Lorna’s grandchildren are now enjoying the same Usborne experience that her children had when she first discovered the company 29 years ago. It is this ‘cycle of exposure’ that has seen the company grow over the past three decades. “Once people see our books we are pretty sure they will love them,” she added. And with a starting recommended retail price of around £5 it’s a great investment in a child’s future.
About 200 new titles are published every year, mostly non-fiction and home learning which has taken on more focus in the last few years. Pre-school is the largest single category although the range covers all ages up to teenage young adults. While new products are the mainstay of any direct selling business, creating energy and providing a reason for the consultant or distributor to call back to the customer, Usborne has a unique advantage. As children grow up and their ability improves they naturally want to move on to different (not exclusively new) books so the friendly and knowledgeable Usborne Consultant is a welcome regular visitor.
Many of the most popular stories are updated in content and design and released as re-editions to appeal to a whole new audience. “One of our strengths is the high quality of our books which are always in tune with current trends,” said Lorna. “They are bought and sold by people who know and trust the brand, validating our products from when they were little themselves.”
Usborne books are made to last and can be shared among siblings or passed onto friends who become fans and customers themselves. In many cases they are written and designed by in-house authors and illustrators who put a little bit of themselves into each new tale. Usborne also buys-in the rights to fictional authors to keep the choice fresh and of the moment, particularly for its older teenage fans. The top seller over many years is a starter series called ‘That’s Not My…’ a colourful and tactile board book aimed at toddlers as young as two years just starting to recognise simple words and pictures with the help of mum and dad or grandparents.
This mix of fact and fun has seen the company endure while adapting to changing circumstances. At a time when many direct selling organisations have been impacted by the recession, Usborne Books at Home is enjoying a period of strong growth. “The economic downturn has not really caused us major problems,” added Lorna. “We have seen now and previously that children’s books are not generally considered a luxury so people don’t stop buying them, a trend that is reflected across all our channels.
“In fact, the home division is in a better growth period than in the last five years. While we are fortunate in our product, as a publisher we are also an innovative company and try to stay ahead of the market. Every CEO needs to keep one step ahead to anticipate problems and take action to avoid them.”
The internet is one such challenge, with the entire catalogue of 2,000 titles now available to online shoppers. “In terms of consumer sales we are huge on the internet although the percentage of Consultants’ sales is very small.” While every Consultant has a personalised replicated branded website that offers an online sales option they are encouraged to use it primarily as a means to manage their business, generate leads and promote events.
“Technology is a fast-moving world, an electronic maze that can suck people down blind alleyways,” said Lorna. “While there are undoubted benefits, especially through social media, there is a real danger that it can stifle the face to face interaction that gives direct selling its dynamic character. The importance of the personal consultant/customer relationship should not be underestimated. Party plan particularly has always been a female bastion, especially with specific product ranges like children’s toys or books, and in my view the biggest computer will never rival a group of chatting, socialising women proudly swapping stories about their children.
“Having said that we have successful men both selling and leading teams of Consultants and more and more dads seem to be taking a hands-on role with bringing up the family. If a man comes to a book party he will usually spend much more than the mums which in other sectors might not be the case.”
