Tips for Writers
Market Planning
By Jerry D. Simmons | February 29th, 2012 | No Comments » (Click to add yours!)
Every publication needs market planning, defined as the steps for introducing the format to the public. Market planning provides three bites at the apple: the first is the launch, the second is a re-launch and the third is a special promotion. Each is different and have specific requirements all focused on timing, or when the title will be available for sale.
Publishing and releasing a title before the marketing plan is developed and initiated typically results in a slow start to sales. As with any introduction of a product to market, pre-planning in the form of a specific launch is preferred. If you are publishing on your own this becomes extremely important. If your start is less than desirable there needs to be sufficient time between the re-launch and that period can be from six to twelve months but not earlier.
If neither the launch nor re-launch work to the author’s satisfaction there is always the special promotion. This should be tied to the release of a subsequent title or tie-in to a specific event that again ties directly to the book. The nice thing is that a special promotion can become annual which is not only acceptable but advisable until the author or publisher has reached a saturation point.
This all takes time and of course everyone must plan for a commitment of time unless you have a publisher or marketer working for you and your title. Even then it would be advisable the author stay fully engaged and informed at every stage of the process. Plan your marketing, schedule your success, anything is possible if you follow the right steps.
Tags: Book Marketing, Book Promotion, Book Publicity, Book Publishing
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