1 / 15

STAGE 4B: Marketing

STAGE 4B: Marketing. Lecture 8 Publishing Principles and Practice ACP 2079. This Week’s Lecture is…. based on a reading of the set text, Self-Publishing Made Simple by Euan Mitchell, pages 126-144. The Marketing Plan. . . . aims to maximise sales within a specific promotional budget.

aglaia
Download Presentation

STAGE 4B: Marketing

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. STAGE 4B: Marketing Lecture 8 Publishing Principles and PracticeACP 2079

  2. This Week’s Lecture is… based on a reading of the set text, Self-Publishing Made Simple by Euan Mitchell, pages 126-144.

  3. The Marketing Plan . . . aims to maximise sales within a specific promotional budget. • A rough marketing plan will likely have been drawn up before the publisher contracts the author, then is refined before publication. • The marketing plan will identify the:- market segment- target readership - marketing mix- specifics of the promotional campaign.

  4. Market Segments • The markets for books, magazines, newspapers, websites, etc can be divided into segments (parts). • Example 1: The Age caters to a different market segment than the Herald-Sun. • Example 2: Melbourne University Press caters to a different market segment (the ‘serious’ reader) than Disney Books (as in Walt Disney).

  5. Target Readership • A target readership is sometimes defined by a broad genre, e.g. a young adult novel. • But within a broad genre, more specific target audiences can be defined such as the (sub-genre) young adult cyberpunk novel. • A target group can be defined by variables such as: - Geographic (country, region, urban, rural) - Demographic (age, gender, income, occupation education, religion, race, family size)- Psychographic (social class, lifestyle, personality)- Behavioural (usage rate, loyalty status, awareness stage, attitude towards product).

  6. Marketing Mix • In simple terms, the marketing mix is how much you will spend in the different areas of promotion • For example, your promotional campaign may include radio interviews, reviews in daily newspapers and several bookstore readings. • Other marketing mixes may include a lecture tour, ads in trams, TV appearances, publicity stunts, gimmicks, magazine ads, radio ads, etc.

  7. Publicity vs Advertising • When determining the marketing mix, it is important to keep in mind the difference between: • Publicity – almost free promotion through radio interviews and press reviews (the cost of a media kit and phone calls is minimal) • Advertising – very expensive promotion through advertising on TV, radio, print, Web and other media.

  8. General vs Niche Advertising • A few (very) popular authors can afford for their books to be advertised on TV. • General advertising is rarely cost-effective. • Niche advertising can sometimes be very cost-effective.

  9. Viral and Guerilla Marketing • Viral marketing aims to persuade initial targets to pass the promotion on to others, this can take the form of emails, chain letters, funny video clips, Facebook, Twitter, MySpace, forums, blogs, etc. • Guerilla marketing uses unconventional means to sell books. Often involves publicity stunts but also includes: urinal ads, business cards tossed in the air at sporting events, DIY roadside billboards, ‘drive-by’ store visit, blimps, workplace signs, workplace items like mouse pads or pens, even the good old- sandwich board.

  10. The Media Kit • A package, often a post parcel, which contains: – a copy of the book or publication – a media release – sometimes copies of reviews– occasionally gimmicks.

  11. The Media Release • Called a media release, not a press release • Preferably kept to one page • Has a hook and/or headline • Gives the basic details of why the book or publication is worthy of media interest • Tries to personalise it in some way • Includes contact details at the end.

  12. Setting Up Publicity Interviews • A suitable interviewer is targeted • After the media kit is sent, a follow-up phone call is made • The publicist must be polite at all times, even if the media person is rude or short tempered • The author is expected to make their own way to the studio.

  13. The Media Interview The author should: • Dress appropriately, even if on radio • Slow down thoughts • Avoid “um” and “ah” • Have a list of key points • Avoid waffle • Have a story or two at the ready • Listen to the questions.

  14. Evaluation • After a promotional campaign the sales are monitored and an evaluation is made of the publication. • Will the author or writer be contracted for another publication? • How can overheads be reduced and sales maximised?

  15. Lateral Sales Strategies Other than mainstream publications, there are many other ways to sell a book or magazine: • The Holiday Cookbook • The HR consultant, motivational expert • The ANU academic • Perth streaker • Melbourne yachtsman • Tassie medical researcher. <End>

More Related