Work in progress includes more than just writing the book–what about everything else: the beta readers, editing, alpha readers, copy editors, revisions, marketing efforts, marketing plans…there’s so much that is involved in publishing a book. This week I have been working on the Marketing Plan for FlawedPerfection.
Flawed Perfection (Beautifully Flawed, #1)
Bobby Beckerson was the American All-Star hockey player–he was the spitting image of perfection to his family. Goofy, sweet and undeniably gorgeous, he had everything but the one girl he wanted: River Ahlers.
River Ahlers is successful in everything but love. She’s been in love with Adam Beckerson since they were kids. Worst of all she’s stuck right in the middle of the brother’s dueling over everything and anything, and she doesn’t even know she’s the ultimate prize.
Adam Beckerson was a boy with a guitar, a smile that sunk girl’s hearts and a stone wall around his own. He was anything but perfect, and no matter how hard he tried he was nothing compared to Bobby. Sweet, damaged, with boyish good-looks, no body thought Adam loved anyone but himself.
Bobby loved River, River loved Adam and Adam only loved himself–or so everyone thought. Then one night everything changes, and as it threatens to destroy everyone involved a tragedy strikes that will break them all…
Defining objectives means that you decide what you are going to promote, what your goals are, how profits will be measured, and finally how failures will be measured–yes, I just said failures. We won’t be sugar coating anything here. A good marketing plan is unbiased and truthful. You need these two things to ensure your own integrity and success.
1. What are we going to promote?
Flawed Perfection- New Adult Contemporary Romance
2. What are the goals of the promotion and the product?
a. Release March 7, 2014
b. Organize Cover Reveal for February 7, 2014
c. Send Press Release to Norwich Bulleting, and The Day by March 1, 2014
d. Organize Release Blitz for March 7, 2014
e. Organize month long blog tour from 3/10/14-4/10/14
f. Contact Bank Square Books to set up release signing
g. Hit one blog a day for at least 4 months total
h. Reach 75 reviewers through blog contacts, tours, and R2R
i. Sell 5,000 copies
j. Break the 5,000 rank on Amazon
3. How will profits be measured?
*Price point: $2.99
Potential Profit/unit: $2.09
Built-in Failure Rate: 75% of goal, equaling 3,500
Reasonable Profit Expectation: $7,315 (I just gagged a little bit)
Paperback Bookstore Price: $14.99 (at B.E.P)
Paperback Amazon: $12.99
Paperback Author-Direct: $12.99
**Paperback Profit: $0.00
*Profit will be reduced to $0.00 when second novel is released in the series. The price will drop to zero effective release week of Pieces of Perfection.
**Paperback profit is reduced to zero due to some pricing being at the B.E.P, and by the paperback giveaways that are incurred throughout the year.
4. How are we going to measure failures or losses?
Sales at 50% of goal—assess marketing plan, target marketing and implementation specifically
1.2-Market Segmentation-Aka Selecting the Target Market
Selecting your target market means you need to consider whom you wrote your book for and what marketing strategies appeal to that particular target. You are taking a homogeneous market and dividing it up into more reasonable target areas. There are several simple ways that regular marketers concentrate on market segmentation:
1. Geographic Segmentation: Your market will be divided up by the areas in which your clientele live such as states, countries, regions, etc.
2. Demographic Segmentation: Your market will be divided up by socioeconomic factors such as age, sex, education, income, occupation, etc.
3. Psychographic Segmentation: Your market will be divided up by lifestyle, personalities, attitudes, values, interests, etc.
4. Behavioral Segmentation: Your market will be divided up by the buying behaviors that a certain group exhibits consumption, usage, desired benefits, etc.
I will use demographic, pyschographic and behavioral segmentation to obtain a select market of readers:
My demographic is New Adults in the age range of 17+. The market is mainly 17-35, but there will be others attracted. The novel is a Contemporary romance so I will be looking to attract a mostly female demographic, and as far as pyschographic, the sub-genre will attract those with a personality that has an interest in love stories, stories with love triangles and about grieving. The buying behavior of those reading New Adults seems to be e-books, so the novel should be available on as many e-book platforms as possible. I do not want to miss out on the portion of the population that still craves the smell and feel of paper–so I will also have a paperback available. The paperback will also act as a good incentive for giveaways and promotions.
1.3-Selecting Promotion Channels-
A. Sales Channels
ii. Barnes and Noble
iv. Google Play
2. Paperbacks via Createspace:
ii. Bank Square Books
iii. Author Direct
B. Media Promotion Channels
I. Goodreads- Reach out to NA reading groups for R2R
II. Facebook- Promote with excerpts, snippets, sales information etc.
III. Blog- Teaser Tuesdays
IV. Twitter- Post quotes, talk about sales, blog reviews, etc.
V. Pintrest- Post fanart and rating stats
C. Marketing Materials and SWAG
I. Bookmarks – Two Different Designs that focus on content, not where to get it
II. Postcards – Front with quote, back with buying information
III. Flyers- Poster style flyers with just the cover on them
IV. Guitar Picks
V. Team Pins
VI. Team Stickers
VII. Team Blog Banners
VIII. Individual Tissue Packs with cover sticker
IX. Cover Stickers
X. Wing Charm Necklace
1.4-Implement the Plan-