A Breakdown of 2008 Marketing Plans
There are a good number of books yet to be sold that are sitting in a warehouse in Kansas. In order to move them out and onto store shelves, and in turn off the shelves and into people's homes, spreading the word is a necessity. So, for those who are interested, following is a very general breakdown of the four main marketing points for the immediate future:
1.
A web site. Obviously! The official website is located on the back of each book, and attached to whatever marketing plans and correspondence is generated. All book information is available on the website, including links to purchasing from various online merchants.
2.
Blogging, ezine contribution, and social networking. The obvious way to get the word out is to connect with people who may share interests in traveling to a Tourist Town Guides destination.
3.
Review books. 150+ books have already been sent to pertinent media outlets, along with press releases. Hopefully some of the books will generate press. Hopefully good press.
4.
Representation at regional trade shows. This is where the distributor helps out. The books will be on display and represented at various regional book shows. We're not doing BEA this year because - I'm told - the market for these is regional, not national.
5.
Paid ads to wholesalers and retailers. This is another point where the distributor is immensely important. They will help to organize, design, and place appropriate ads in appropriate trade magazines. Though this method gets books into stores, it doesn't necessarily get the ultimate consumer to buy.
Of course, there are specifics to each of these that I'm not going to get into here. I'd like to hear any additional marketing ideas.
Labels: marketing
Talking Too Much About Marketing...
I know I have been focusing a lot on book marketing in this blog, but only because that is what I'm currently most involved with. I promise there will be more information about other aspects of publishing as soon as I start to work on the "next round" for the next year(s).
Labels: marketing
Website Pros and Woes
These days, a website is as important a selling tool as door-to-door and direct mail have been historically. Whenever a company representative is interviewed, one of the first questions is "What is your website?" (not "Do you have a website?" - since it is automatically assumed that you do). It is
that important.
This is especially true with companies that sell information - like books and newspapers. It is hard to find information online that you have to pay for that isn't readily available elsewhere for free, or (in the case of copyrighted works) a free alternative. So a website for information companies must be designed with great care.
My ultimate goal for
TouristTown.com is to provide free travel information online, but without losing book sales. I want customers to be able to view the site not just as an online store front, but also as a place to communicate with other users, find peer reviews for tourist attractions, and learn generally about the covered tourist destinations. These kinds of sites already exist, so the important thing is to make sure the site stands out - still, without detracting from book sales.
I just got around (this past weekend) to uploading the new cover designs to the Bookstore pages of the site, and I realized how far behind I was in keeping it updated. The site should be my next big important step since the books are already starting to show up on store shelves, and the website traffic is inevitably going to increase as more people become aware of the series.
Labels: marketing, website
Google Books vs. Amazon's "Search Inside"
It used to be that customers had to go to a bookstore to read books before they bought them. That trend is fading. The new trend is for publishers to use various online portals to allow people to view books online - looking at the actual book interiors - before buying them. It started with Amazon.com's "Search Inside The Book" feature, which is still the most popular exploitation of this technology. But now Google, Microsoft, and others are getting with the program.
As an experiment in marketing, I have made book content for
Tourist Town Guides available at both
Google Books and via
Amazon's "Search Inside the Book" feature. Both services let people virtually flip through the books' pages. Google Books gives people more access to content (about 20% of the book), whereas Amazon offers less online content, but the opportunity to buy the book (Google Books links online stores). I'm going to be monitoring internet traffic to see if these techniques make any difference.
Google Books is at http://www.books.google.com. To view the interior of books on Amazon, search for the and click on the book's cover.
Labels: marketing, website
They finally came!
The boxes from the printer finally came, though not on schedule and hardly on pleasant terms. At least I can continue at this point to send out review packages.
On another note, I replaced the old covers on the website with the new ones. I also added a "media downloads" section, which is referenced in the various news releases that I have been distributing. Download hi-res cover images
here.
Labels: marketing, website
Courtesy Copies
So, 29 review copies went into the mail today! That's 29 down, about 400 more to go!
As long as I'm stuffing envelopes, I'm also sending a few books to vendors that are covered. I call these "courtesy copies" but the media industry calls them "tear sheets". But since I'm giving them the whole book (not just a clipping of their press), it just sounds nicer. These courtesy copies are basically to let them know that they are receiving publicity. They can then use that press to either promote themselves, improve themselves, or correct any mistakes that they have found (or whatever). It works both ways - if a book reviewer covers one of my books, I would expect a tear sheet from them. In many ways, book and media publishing is a very formal and courteous business.
By the way, I'm not sending every vendor mentioned in the book a courtesy copy - that would be hundreds of free books! Only those that are featured in lengthier articles (such as the resort media relations departments) will get the free books. The rest will get either an e-mail or a regular copy of just their review. I'm trying to be fair in terms of what I provide them to the coverage that they provided me.
Labels: marketing
What Exactly is in a Book Review Package?
When a book is published, one of the best ways to increase sales is to get publicity by way of book reviews from various media outlets (newspapers, magazines, radio, television, websites, etc.). Publicity this way is more effective than paid-for advertising. Unfortunately, as a publisher, I don't have control over the review, or even if the book gets reviewed at all. So, I must put my best foot forward by making enticing book review packages and sending them to as many reviewers as I think would be necessary.
Right now I am in the process of sending out review packets for Atlantic City. When finished, I will move on to the next books, as appropriate. I gathered the names and addresses of media contacts in and around Atlantic City (there are a surprising number of local papers in that area). In a book-sized padded envelope, I am sending the following pieces:
1.
A free book. Of course, this is what I want reviewed! The book is unmarked except for a sticker on the inside front cover that introduces the book and provides basic data (page count, ISBN, number of books in print, etc.).
2.
A cover letter. The letter introduces my book to the potential reviewer and describes the contents of the package. The letter is short but printed on resume paper with an official letterhead.
3.
A news release. This is a basic one-page description of the book written as a newsworthy item. Many times, print and online publications will simply reprint a news release, which saves them time. This means that the release must be journalistically written and not sound too much like an advertising blurb.
4.
An author interview. This is a sample, one-page interview with basic questions about the book directed to the author. The media outlet may choose to quote the interview directly, or it may prompt them for a more in-depth telephone or in-person interview.
The total cost of each review package, including the cost of the book and shipping, is about $5. Even if I send out 500 review copies, it would still cost way less than a small paid ad in
Publishers Weekly, and the potential publicity would be much, much more valuable.
I will continue to send out review packages over the next few weeks; this is an ongoing process.
Labels: marketing, review
Getting Ready to Send Review Packages
Today was a "supply gathering" day for me. Since I received 300 books this past Friday to be used for marketing, I want to get them packaged and shipped as soon as possible. There's no sense in having books sitting around. From my local Office Depot, I bought the appropriate package materials; bubble mailers, labels, etc.
I am creating two different "review packages" for two difference audiences. The first audience is the book reviewers. I am sending free books and review packages to local media (that is, media around the books' covered destinations). This includes print media, radio, television, and appropriate online companies. The second audience is those whose properties are reviewed in the book. While I don't suspect the second group will write reviews to generate sales, it is appropriate to let them know their property has been reviewed (kind of like a "tear sheet"). Plus, developing relationships with these key personnel should research for future editions. I suspect most of them will like the free publicity.
In total, I am sending out about 40-50 books in this first round per book (150 total). My goal is to have the books in the mail by Tuesday. We'll see if that happens. I will be receiving 400 more books sometime this week or next week, and I don't want the work to pile up - it's good to keep ahead.
Labels: marketing
To Market, to Market
I'm getting ready for a big marketing push for the 2007/2008 guides. The first three titles are arriving at Midpoint Trade (the national distributor) in the next few days, and Midpoint will be filling the backorders that have been piling up since the printing began last month.
I the meantime, I have a few hundred books that I will be sending- along with press releases and other such material - to area media and public relations offices. I expect these books will sell best regionally (that is, near their covered destinations), so I will be focusing most efforts on the local outlets. This part is a bit repetitive for me, lots of envelope stuffing, but ideally this should result in some much-needed publicity.
Labels: marketing
