Free Book Marketing Plan Template from The Pantheon Collective
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Free Book Marketing Plan Template from The Pantheon Collective

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Want to supercharge sales of your next book? Download this FREE book marketing template brought to you by The Pantheon Collective (TPC Books) and Omar Luqmaan-Harris, your book marketing expert! ...

Want to supercharge sales of your next book? Download this FREE book marketing template brought to you by The Pantheon Collective (TPC Books) and Omar Luqmaan-Harris, your book marketing expert!

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Transcript

  • 1. Marketing Plan
  • 2. Sections
    • The What: Objectives & Imperatives
    • The How: Your Strategic Plan
    • The When: Launch Plan/Phasing
    • The How Much is it Gonna Cost: Resource Requirements
  • 3.  
  • 4. YOUR BOOK: What’s your goal?
    • Crystallize it here in one sentence. Should be something quantifiable like sell 1,000 copies of my book.
  • 5. YOUR BOOK: What do you have to do to reach this goal?
    • Build Awareness of your book and brand
      • People can’t buy what they know nothing about
    • Drive Word of Mouth
      • Get people engaged and talking about your book…this doesn’t happen by itself
    • Activate Trial
      • Transform interest into actual purchases.
  • 6.  
  • 7. 5 P’s of Marketing 1 2 3 4 5 Product Positioning Price & Place Promotion
  • 8. 5 P’s of Marketing 1 Product
  • 9. Maximizing the product profile
    • What are you selling?
      • Yourself
      • Your book
    • What is the link between your personal story and your book?
  • 10. Your Author Profile
    • Who are you?
    • What activities are you involved in?
    • What are you passionate about?
    Sum yourself up in three words Your Picture goes here
  • 11. Your book’s Profile
    • Use single words to describe your book:
      • Provacative
      • Titillating
      • Amazing
      • Page-turner
      • Thrilling
    Sum your book up in 5 words – this is like your pitch Your Book cover goes here
  • 12. The story: what led you to write this book?
    • Interview yourself
      • What made you write the book?
      • Why are you the best person to tell this story?
      • Why should others read the book?
      • What makes this book/story unique?
      • How does it compare to other books like it in the genre?
      • Who do you look up to in the genre? Why?
  • 13. 5 P’s of Marketing 2 Positioning
  • 14. Positioning defined
    • Unique place for product in customer’s mind, relative to the competition
      • Who is the customer?
      • Who is the competition?
      • What’s unique about your book?
      • How do you break-through?
  • 15. Customer analysis
    • Who are they? Who would you like them to be? Why?
    • Where are they located?
    • Who are they reading?
    • Why do they read?
    • How will you position the book for each customer group you are targeting?
      • Does your cover and back cover copy speak to them?
      • Are your blurbs from writer’s they buy?
  • 16. 5 P’s of Marketing 3 4 Price & Place
  • 17. Pricing comparison By Sales channel Pick a well-selling recently launched book in your genre and find out prices across various channels Format Sales Channels List Price Sales price Discount (%) Hardcover Bookstores, Amazon Paperback Bookstores, Amazon Kindle, Ipad, Nook, eReader Amazon, Apple, B&N, Sony Audiobook Bookstores, Amazon
  • 18. Pre-launch Pricing ( 1 st six weeks ) Format Sales Channels List Price Sales price Discount (%) Paperback Amazon, BN Paperback In-person Paperback Facebook ebook Amazon, BN, smashwords, etc
  • 19. Launch Pricing ( next 6 months ) Format Sales Channels List Price Sales price Discount (%) Paperback Amazon, BN Paperback In-person Paperback Facebook ebook Amazon, BN, smashwords, etc
  • 20. Post-launch Pricing ( next 12 months ) Format Sales Channels List Price Sales price Discount (%) Paperback Amazon, BN Paperback Facebook Paperback In-person ebook Amazon, BN, smashwords, etc
  • 21. 5 P’s of Marketing 5 Promotion
  • 22. Building Brand Awareness for Your Book
    • Blog and guest blog
    • Create a facebook fanpage
    • Start tweeting
    • Leverage other social media platforms (youtube, slideshare, etc)
    • Create author profiles all over the web (goodreads, shelfari, authornation, etc)
    • Invest in a booktrailer
    • E-mail marketing
    • Partner with authors who already have a platform
    • Comment in online forums
    • Advertise
  • 23. Driving Word of Mouth for your Book
    • Incentivize reviews (i.e. give away a certain number of Free or significantly reduced books with the caveat you are looking for a quick turnaround on reviews)
    • Engage bookclubs
    • Conduct contests and promotions where you get reviews or fanpage likes and the audience gets something as well
    • Bookmarks, flyers, cards and other printed material that are easy to distribute
  • 24. Activating Trial – the key is to make it easy…
    • Targeted advertising linked to buy pages
    • Creation of buy pages on social media sites and your own blog or website
    • Exhibiting at book fairs, book conferences, and the like
    • Conduct book signings, book tours
    • Pricing promotions across your sales platforms to drive sales
  • 25. Check out these online resources on book marketing and promotion
    • www.pantheoncollective.com/resources/marketing-101
    • www.bookmarket.com
    • www.bookmarketingmaven.typepad.com
    • www.bethemedia.org
    • www.thebookmarketingnetwork.com
  • 26. Buy this book and put down ideas you think will help you reach your target audience
  • 27. Buy this book and put down ideas you think will help you drive word of mouth
  • 28. Buy this book and leverage your own power to promote yourself!
  • 29.  
  • 30. Implement a phased approach Pre-launch How many copies ? Launch How many copies? Post-Launch How many copies?
  • 31. Pre-Launch Activities & expenses ROI stands for return on investment. You divide actual sales by your investment to create this ratio. A 1:1 ROI means that for every dollar you Invested you made a dollar. A good ROI is anything above 2:1 Activity Cost Sales Target ROI (Projected) ROI (Actual)
  • 32. Launch Activities & expenses ROI stands for return on investment. You divide actual sales by your investment to create this ratio. A 1:1 ROI means that for every dollar you Invested you made a dollar. A good ROI is anything above 2:1 Activity Cost Sales Target ROI (Projected) ROI (Actual)
  • 33. Post-Launch Activities & expenses ROI stands for return on investment. You divide actual sales by your investment to create this ratio. A 1:1 ROI means that for every dollar you Invested you made a dollar. A good ROI is anything above 2:1 Activity Cost Sales Target ROI (Projected) ROI (Actual)
  • 34.  
  • 35. How much do you need to invest in the pre-launch phase to sell the requisite # of books? Copy this spreadsheet into excel and populate with your info P&L Pre-Launch Phase Investment $ Gross Sales
      • Cost of Goods Sold
      • Royalties
    Net Sales Promotion Gross Profit Gross Margin Reinvest Remainder
  • 36. How much do you need to invest in the launch phase to sell the requisite # of books? Copy this spreadsheet into excel and populate with your info P&L Pre-Launch Phase Investment $ Gross Sales
      • Cost of Goods Sold
      • Royalties
    Net Sales Promotion Gross Profit Gross Margin Reinvest Remainder
  • 37. How much do you need to invest in the post-launch phase to sell the requisite # of books? Copy this spreadsheet into excel and populate with your info P&L Pre-Launch Phase Investment $ Gross Sales
      • Cost of Goods Sold
      • Royalties
    Net Sales Promotion Gross Profit Gross Margin Reinvest Remainder
  • 38. Questions? Contact us! www.pantheoncollective.com [email_address]