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Step #2–Create Your Marketing Plan A marketing plan is the process of picking and choosing marketing tactics that will get you the desired result: more book sales. To do this, you first need to know what marketing tactics are available to you and what the tactic entails. Some rules before you begin building your plan. Only select events for your plan that you will enjoy. Marketing should be enjoyable. You will want something that you are passionate about. If you choose something you hate, people will know. If live conventions aren’t your thing, don’t do them! If role playing and cosplay are your thing, do that instead! Tap into your likes, your dislikes, your talents! You will be amazed at what you can do once you start thinking outside the box. Only select events that you can afford. Do not buy advertising unless you have more than $2,000 to spend. $4,000 to $5,000 is a better place to start. Marketing does not require expensive advertising, nor is marketing and advertising the same thing. Advertising alone does not work. If you are paying for advertising without a plan, chances are you will see no results. When designing a marketing plan, you will follow a flow sheet. Here it is in black and white: 1. Define your product. Know what you’re selling. Your answer is most likely, a book. 2. Define your demographic. This will require some trial and error. Tap into a handful of targeted audiences and watch which ones respond the most to your product. That is your demographic. Study your demographic. Learn how to sell to your demographic (More on this later). You will want to design your marketing plan to meet their selling habits. 3. Price your product to competition standards. Too high will result in little to no sales. Too low will raise suspicion. “What’s wrong with this product?” If it’s cheap it’s probably going to be viewed as defective or refurbished. Research the going price for your product and price accordingly. 4. Decide how best to sell you product using trial and error. Here is where things get tricky. I am going to give you a list of options after this flow sheet. Pick and choose what you think you will enjoy. If this is your first marketing plan, you’re most likely flying blind with a clean slate. Don’t worry. You can always go back and change your plan. Select something. Start small. Compare results and try again. Repeat the events that get you the best results. Ditch the events that yielded the least results and pick something else. After a few trials, you’ll have a good idea what works and what doesn’t. Give your plan a proper amount of time to yield results. 5. Execute: Here is where the Brain to Books Cyber Convention comes into your plan. You have an event filled with readers. We are providing you with the audience. Now review your plan and execute accordingly. We will walk you through that too in just a moment.
6. Evaluate: Just because the CyCon is over doesn’t mean your job is. This is where data is so important. Watch your sales. Track your traffic. Follow your newsletter subscriptions. Which event brought in the most results? Which events did you not enjoy or required too much work for too little result? Evaluate your outcome and decide what worked and what didn’t. Numbers is the best tool to determine this. 7. Adjust: Adjust your plan accordingly. Go back to the list of options. Replace the events that yielded the least results and pick something else. Try again. Watch and track the results. Compare and measure the results. Evaluate. Replace. Try again. We recommend a quarterly plan, one for each season. Once every year, you should have one primary event that ties into your product and boosts your marketing. If you’re a horror author, chances are Halloween is your primary marketing event. If you’re a romance author, Valentine’s Day is your sweet spot. Have a book about zombies? Consider releasing your book when The Walking Dead: Season Premiere debuts. MARKETING CONTENT Here is a list of common marketing content used in plans. This list is not complete and is only meant to inspire ideas. This list was provided by Wikipedia. Each word is hyperlinked to Wikipedia for further explanation. Advertising Branding Underwriting spot Direct marketing Personal selling Product placement Propaganda Publicity Sales promotion Sex in advertising Loyalty marketing Mobile marketing Premiums Prizes Corporate anniversary On-hold messaging Printing Publication Broadcasting Out-of-home advertising Internet
Page 1 and 2: Welcome Packet Brain to Books Cyber
Page 3 and 4: INTRODUCTION Welcome to Brain to Bo
Page 5: We are always in need of volunteers
Page 9 and 10: Remember: A plan can be any one of
Page 11 and 12: 8. Story Time ($5.00) - Submit an e
Page 13 and 14: Step #5-Support the Thunderclap You
Page 15 and 16: Step #7-CyCon Sampler Every Decembe
Page 17: Links You’ll Need Brain to Books

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