This document outlines a publishing company's strategy for marketing and promoting authors and books. It discusses researching consumer trends, developing a publishing strategy, managing backlists of existing books, using digital and traditional marketing, leveraging author platforms, and providing author services like social media support and content creation. Partnerships and data analysis will help reach the target market through advertising, events, and leveraging communities. The goal is to engage readers and fans through original content, social media, and ancillary products while promoting new titles and maintaining backlists. A team of marketing and publishing experts will help execute this strategy.

1. Publishing Capabilities

2. Questions
Where is our publishing program headed?
Why are we taking this route?
Who should we publish for?
What should we publish?
How do we reach our market?
Who can help us succeed?
2

3. Solutions
Advertising and Author and
Publishing Strategy
Promotion Managed Services
Research and Product Community and
Development Content Marketing
3

4. Strategy
Publishing
Category and Products
Backlist Management
Digital
Marketing
4

5. 5

6. Commodity(Bible(Branding(
Classic(Series™((
6

7. Product(Umbrella(Campaigns(
7

8. 8

9. Marketing Strategy
Original and relevant promotion
Search- and share-focused
Community engagement and resourcing
Leveraging author platforms
Partnerships
Data capture
9

10. Research
Consumer Research
Trade Research
Trends and Data Analysis
10

11. Advertising and Promotion
Consumer and Trade Print
Merchandising
Social Media
Online media
Events
Non-Traditional
Partnerships
11

12. Social Media Online
Social Media
Content Web Design Original Advertising
Widgets and Blogger Facebook/ Set up
(Posts, (Landing Articles and Media Print Contests and Ancillary
Selected Projects replies, Pages, blogs,
other Fan
Blogs (wiki-, Planning, Promotion
program/ Adwords
Giveaways
(Facebook,
Products
Tools tours Advertising Twitter, and/
tweets, microsites) eHow, etc) Creative, and
or blogs)
reviews) Placement
Ted Dekker “Immanuel’s
Veins” (Nelson)
Frank Peretti
“Illusion” (Howard)
March 2012
Jim McBride “Rite of
Passage” (Moody)
Bill Hybels “Too Busy Not to
Pray” (IVP)
Jim Wallis “Recovering
Innocence” (Howard)
Stephen Lawhead “Bright
Empires” series (Nelson)
Sweet/Viola “Jesus
Manifesto” (Nelson)
Jim Rubart “The Chair” (B&H)
Common English Bible
translation
Alan Hirsch “The Faith of
Leap” (Baker)
One-Year Bible for Kids
(Tyndale)
Larry Crabb, Jr “66 Love 12
Letters” Nelson
Jim Daly “First Time
Dad” (Moody)

13. 13

14. Merchandising,
Merchandising,
Merchandising,
Window,Cling,
Bookmark,
Bagstuffer,
Floor,Clings,
Endcap,Kit, Hanging,Sign,
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26. 26

27. 27

28. Content and
Community Marketing
Fan and email acquisition
Articles
Wiki’s
Ancillary Products
28

29. 4,000
3,000
2,000
1,000
0
Engagement Start Engagement End
Subscribers
29

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34. 34

35. Author and Managed Services
Social Media
Content
Website
Department and Category
Author Training and Tools
35

36. Author Promotional Tools
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37. 37

38. Team
Chris Grant, VP Marketing for all divisions of Zondervan
Carla Ballerini, VP Marketing for Thomas Nelson’s Bible, Reference and
Curriculum division
Keri Wyatt Kent, published author of more than a dozen books (Revell,
Zondervan, IVP, Bethany House), blogger and speaker
Julie Busteed, managed more than four dozen book marketing projects in past
two years
Bill Paetzold, Creative Director at Tyndale House
Amy Wolgemuth Bordoni, columnist Chicago Tribune, published author (“The
Rookie’s Guide to the Internet”) and prolific blogger
Tiffany Self, head of media relations for Wheaton College
Mark Neal, journalist (Liberty Chicago newspapers) and published C. S. Lewis
scholar
38

39. Thank you.
39

40. handlebarmarketing.com
@gethandlebar
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