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Marketing, Then Manuscript

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The document discusses the author's journey to self-publishing a book about RV travel destinations in the United States. It describes researching the untapped market of baby boomers interested in RV travel, writing and publishing the book independently, and developing a marketing plan focusing on the 4 P's of marketing - product, place, price, and promotion. The marketing plan involved various promotional activities and establishing relationships to sell over 3,000 copies through different sales channels.

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Marketing, then Manuscript? or… what am I doing in this crazy business? © 2005 RLI Press
How did we get here? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
In the beginning… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
So now what? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Independent Publishing? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How we got published ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Now, write the book? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Finally, “the book” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Making the 4 “P”s of Marketing work for you ,[object Object],[object Object],[object Object],[object Object],PRODUCT PLACE TARGET MARKET PRICE PROMOTION
PRODUCT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRICE ,[object Object],[object Object],[object Object]
PRICE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PRICE ,[object Object]
PLACE ,[object Object],[object Object],[object Object]
SALES PLAN ,[object Object],[object Object],[object Object],[object Object],[object Object]
Projected Book Sales by Channel $34,230 TOTAL (3,000 copies ) 100% $3,635 $8.08 Baker & Taylor 15% $4,840 $10.75 Special Marketing Programs (“hooks”) 15% $3,225 $10.75 Other retail – bookstores, gift stores, catalogs 10% $10,770 $17.95 Personal appearances 20% $6,375 $8.50 Amazon & other online 25% $5,385 $17.95 My Website (www.roadtripdream.com) 10% $0 $0 Review Copies, Prizes, Gifts 5%
PROMOTION (MARKETING MIX) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PROMOTION ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
MY MEDIA COVERAGE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
HOW IT HAPPENED ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CASE STUDY #1 Using your “hooks in the book” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CASE STUDY #2 You’ve got to spend some money to make money ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2 articles hundreds of newspapers hundreds of book sales
CASE STUDY #3 The lowly link – develop the relationship ,[object Object],[object Object],[object Object],[object Object],[object Object],Learning RVs the Easy Way – RV Education 101, Everything you need to know about RVs
CASE STUDY #4 Build relationships - NETWORK ,[object Object],[object Object],[object Object],[object Object]
CASE STUDY #5 Follow the trail ,[object Object],[object Object],[object Object],[object Object],[object Object]
OUT OF IDEAS? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WHAT’S NEXT? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
THANKS FOR INVITING ME! Make your dreams happen

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Marketing, Then Manuscript

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  • 16. Projected Book Sales by Channel $34,230 TOTAL (3,000 copies ) 100% $3,635 $8.08 Baker & Taylor 15% $4,840 $10.75 Special Marketing Programs (“hooks”) 15% $3,225 $10.75 Other retail – bookstores, gift stores, catalogs 10% $10,770 $17.95 Personal appearances 20% $6,375 $8.50 Amazon & other online 25% $5,385 $17.95 My Website (www.roadtripdream.com) 10% $0 $0 Review Copies, Prizes, Gifts 5%
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  • 28. THANKS FOR INVITING ME! Make your dreams happen