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Marketing Plan

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Sections <ul><li>The What: Objectives & Imperatives </li></ul><ul><li>The How: Your Strategic Plan </li></ul><ul><li>The When: Launch Plan/Phasing </li></ul><ul><li>The How Much is it Gonna Cost: Resource Requirements </li></ul>

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YOUR BOOK: What’s your goal? <ul><li>Crystallize it here in one sentence. Should be something quantifiable like sell 1,000 copies of my book. </li></ul>

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YOUR BOOK: What do you have to do to reach this goal? <ul><li>Build Awareness of your book and brand </li></ul><ul><ul><li>People can’t buy what they know nothing about </li></ul></ul><ul><li>Drive Word of Mouth </li></ul><ul><ul><li>Get people engaged and talking about your book…this doesn’t happen by itself </li></ul></ul><ul><li>Activate Trial </li></ul><ul><ul><li>Transform interest into actual purchases. </li></ul></ul>

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5 P’s of Marketing 1 2 3 4 5 Product Positioning Price & Place Promotion

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5 P’s of Marketing 1 Product

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Maximizing the product profile <ul><li>What are you selling? </li></ul><ul><ul><li>Yourself </li></ul></ul><ul><ul><li>Your book </li></ul></ul><ul><li>What is the link between your personal story and your book? </li></ul>

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Your Author Profile <ul><li>Who are you? </li></ul><ul><li>What activities are you involved in? </li></ul><ul><li>What are you passionate about? </li></ul>Sum yourself up in three words Your Picture goes here

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Your book’s Profile <ul><li>Use single words to describe your book: </li></ul><ul><ul><li>Provacative </li></ul></ul><ul><ul><li>Titillating </li></ul></ul><ul><ul><li>Amazing </li></ul></ul><ul><ul><li>Page-turner </li></ul></ul><ul><ul><li>Thrilling </li></ul></ul>Sum your book up in 5 words – this is like your pitch Your Book cover goes here

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The story: what led you to write this book? <ul><li>Interview yourself </li></ul><ul><ul><li>What made you write the book? </li></ul></ul><ul><ul><li>Why are you the best person to tell this story? </li></ul></ul><ul><ul><li>Why should others read the book? </li></ul></ul><ul><ul><li>What makes this book/story unique? </li></ul></ul><ul><ul><li>How does it compare to other books like it in the genre? </li></ul></ul><ul><ul><li>Who do you look up to in the genre? Why? </li></ul></ul>

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5 P’s of Marketing 2 Positioning

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Positioning defined <ul><li>Unique place for product in customer’s mind, relative to the competition </li></ul><ul><ul><li>Who is the customer? </li></ul></ul><ul><ul><li>Who is the competition? </li></ul></ul><ul><ul><li>What’s unique about your book? </li></ul></ul><ul><ul><li>How do you break-through? </li></ul></ul>

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Customer analysis <ul><li>Who are they? Who would you like them to be? Why? </li></ul><ul><li>Where are they located? </li></ul><ul><li>Who are they reading? </li></ul><ul><li>Why do they read? </li></ul><ul><li>How will you position the book for each customer group you are targeting? </li></ul><ul><ul><li>Does your cover and back cover copy speak to them? </li></ul></ul><ul><ul><li>Are your blurbs from writer’s they buy? </li></ul></ul>

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5 P’s of Marketing 3 4 Price & Place

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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

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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

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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

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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

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5 P’s of Marketing 5 Promotion

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Building Brand Awareness for Your Book <ul><li>Blog and guest blog </li></ul><ul><li>Create a facebook fanpage </li></ul><ul><li>Start tweeting </li></ul><ul><li>Leverage other social media platforms (youtube, slideshare, etc) </li></ul><ul><li>Create author profiles all over the web (goodreads, shelfari, authornation, etc) </li></ul><ul><li>Invest in a booktrailer </li></ul><ul><li>E-mail marketing </li></ul><ul><li>Partner with authors who already have a platform </li></ul><ul><li>Comment in online forums </li></ul><ul><li>Advertise </li></ul>

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Driving Word of Mouth for your Book <ul><li>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) </li></ul><ul><li>Engage bookclubs </li></ul><ul><li>Conduct contests and promotions where you get reviews or fanpage likes and the audience gets something as well </li></ul><ul><li>Bookmarks, flyers, cards and other printed material that are easy to distribute </li></ul>

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Activating Trial – the key is to make it easy… <ul><li>Targeted advertising linked to buy pages </li></ul><ul><li>Creation of buy pages on social media sites and your own blog or website </li></ul><ul><li>Exhibiting at book fairs, book conferences, and the like </li></ul><ul><li>Conduct book signings, book tours </li></ul><ul><li>Pricing promotions across your sales platforms to drive sales </li></ul>

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Check out these online resources on book marketing and promotion <ul><li>www.pantheoncollective.com/resources/marketing-101 </li></ul><ul><li>www.bookmarket.com </li></ul><ul><li>www.bookmarketingmaven.typepad.com </li></ul><ul><li>www.bethemedia.org </li></ul><ul><li>www.thebookmarketingnetwork.com </li></ul>

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Buy this book and put down ideas you think will help you reach your target audience

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Buy this book and put down ideas you think will help you drive word of mouth

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Buy this book and leverage your own power to promote yourself!

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Implement a phased approach Pre-launch How many copies ? Launch How many copies? Post-Launch How many copies?

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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)

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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)

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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)

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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 <ul><ul><li>Cost of Goods Sold </li></ul></ul><ul><ul><li>Royalties </li></ul></ul>Net Sales Promotion Gross Profit Gross Margin Reinvest Remainder

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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 <ul><ul><li>Cost of Goods Sold </li></ul></ul><ul><ul><li>Royalties </li></ul></ul>Net Sales Promotion Gross Profit Gross Margin Reinvest Remainder

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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 <ul><ul><li>Cost of Goods Sold </li></ul></ul><ul><ul><li>Royalties </li></ul></ul>Net Sales Promotion Gross Profit Gross Margin Reinvest Remainder

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Questions? Contact us! www.pantheoncollective.com [email_address]