http___frugalmarketing.com_newsletters_2010_02_26_lessons-from-a-book-launch-part-1_.xml
http___frugalmarketing.com_newsletters_hr_2010_02__1.xml
1.1 2.1 3.1 3.2 4.1 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 6.1 6.2 6.3 7.1 7.2 7.3 8.1 8.2 8.3 8.4 8.5 8.6 8.7 8.8 8.9 9.1 9.2 9.3 9.4 10.1 10.2 11.1 11.2 11.3 11.4
Lessons From a Book Launch, Part 1 My eighth book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (co-authored with Jay Conrad Levinson), was released just over a month ago, and I’ve been completely consumed with launch activities for several months leading up to the release. Working with a major publisher for the first time in 18 years, I’m keenly aware of the publisher’s high expectations, and doing what I can to make waves. Here’s a bit of what I’ve done: The partnership strategy One of the most powerful marketing strategies I advocate in the book is to form alliances with others who are already reaching your key market. And taking my own advice, I put together several alliances in the project. First of all, I brought my co-author in: Jay Conrad Levinson, “the father of Guerrilla marketing,” is a marketing superstar with not only an extremely well-known brand but also a large and well-oiled marketing machine. From reading some of his other books, I had a feeling this concept of Green marketing would resonate with him. He was delighted to be part of this project. And that made it a much bigger book from the publisher’s point of view, and thus gave us considerably more leverage in negotiating a contract. Wiley has been great to work with, and I think part of the reason is that they see this as an important book. Oh yes, and when I asked them to do the book on recycled paper, they said, sure. Next, I sought a charity partner for the launch. I brought in Green America, which is perfectly aligned with the philosophy of the book. It’s an organization that supports Green, local businesses. And finally, I went out to my considerable network of bloggers, e-zine publishers, and such, and offered them the opportunity to benefit from promoting the launch: first, by submitting a bonus and getting exposure to everyone who registers as a buyer—resulting in a package of over $2600 worth of extra goodies that anyone who buys the book (no matter where they buy it) can get with a couple of clicks. And second, by launching a membership program in conjunction with the launch, and offering commissions on any sales of that program. So they had two incentives to participate, and these make it sweeter for buyers of the book as well as for the marketing partners. What are the results of these three partnerships? On my own, I have access to about 10-12,000 people (depending on how much overlap there is between my newsletter subscribers and my book buyers). Bringing Jay in added 84,000 people. Adding Green America added 94,000. And adding the bloggers/publishers reached another 800,000. So I went from the 10,000 people I could reach on my own to 988,000. In other words, I could reach almost a million people through partnerships. And those partners and their networks are spreading the word even further; as of February 23, exactly one month after the publication date, hits on Google for “Guerrilla Marketing Goes Green” (exact match) were an extraordinary 1,140,000. I don’t think I’ve ever been involved with anything that got a million hits on Google before. What did these partner campaigns cost me? Almost nothing. The only things I had to pay out were to cover a few hours of my assistant’s time to set up the infrastructure (less than $200), and the results-based payment to the charity partner. All the rest was just time and creativity. Partnering was only one strategy in this launch. Tune in next month for more takeaways from this campaign. REMINDER: Unless you step forward, next month will be the last issue of this newsletter. If you want it to keep going, make your voluntary contribution via paypal: shel@frugalfun.com, specify Book Marketing Tips. You’ll get refunded if we don’t reach a critical mass of funding. Why not do it now, while you’re thinking about it?
1.1 2.1 3.1 3.2 4.1 5.1 5.2 5.3 5.4 5.5 5.6 5.7 5.8 6.1 6.2 6.3 7.1 7.2 7.3 8.1 8.2 8.3 8.4 8.5 8.6 8.7 8.8 8.9 9.1 9.2 9.3 9.4 10.1 10.2 11.1 11.2 11.3 11.4
Lekcije iz knjige pokretanju, dio 1Petak 26 veljača, 2010 Moj osmi knjiga Goes Green Guerrilla marketing: Pobjednički strategije za unapređenje kvalitete zaradu i vašu Planetu (koautor sa Jay Conrad Levinson), objavljen je nešto više od mjesec dana, a ja sam potpuno zaokupljeni pokretanje aktivnosti za nekoliko mjeseci vodećih do puštanja na slobodu. Rad s glavnim izdavača po prvi put u 18 godina, ja sam svjestan od izdavača visoka očekivanja, i rade ono što ja mogu napraviti valove. Evo malo onoga što sam učinio: Strategija partnerstva Jedan od najjačih marketinških strategija Zalažem se u knjizi je da se formira saveze s drugima koji su već doći na Vaše ključno tržište. I uzimajući svoj savjet, ja staviti zajedno nekoliko saveza u projekt. Prije svega, ja sam donio svoj koautor u: Jay Conrad Levinson, "otac gerilskog marketinga" je marketinška zvijezda s ne samo iznimno poznati brand, ali i velika i dobro podmazan stroj marketinga. Od čitanja neke od njegovih drugih knjiga, imao sam osjećaj taj pojam Green marketinga resonate bi s njim. On je bio oduševljen da bude dio ovog projekta. I da je to puno veća knjiga od izdavača točke gledišta, i time nam znatno više utjecati na pregovore ugovor. Wiley je sjajno raditi, a mislim da je dio razloga je da oni to vide kao jedne važne knjige. Oh da, i kad sam ih pitao za napraviti knjigu na recikliranom papiru, rekli su, naravno. Zatim sam tražio dobrotvornu partnera za lansiranje. Donio sam u Americi Green , koji je savršeno usklađen s filozofijom knjige. To je organizacija koja podržava Green, lokalne tvrtke. I na kraju, sam iziđe na moj znatan mreža blogera, e-zine izdavača i takvih, i ponudio im priliku da se koristi od promicanju početak: prvo, podnošenjem bonus i uzimajući izloženost svima koji registrira kao kupac- što je rezultiralo u paketu od preko $ 2600 vrijednosti dodatnih Goodies da svatko tko kupi knjigu (bez obzira gdje ga kupiti) se može dobiti s nekoliko klikova. I drugo, pokretanje programa za članstvo u svezi s pokretanjem, a nudi provizije na sve prodaje tog programa. Tako su imali dvije poticaje za sudjelovanje, a to bi se slađe za kupce knjige, kao i za marketinške partnere. Koji su rezultati ove tri partnerstva? Na moj, imam pristup oko 10-12,000 ljudi (ovisno o tome koliko se preklapaju je između mojih newsletter pretplatnika i moje knjige kupcima). Dovođenje u Jay dodano 84.000 ljudi. Dodavanje Green Ameriku dodano 94.000. I dodavanjem blogerima / izdavači doživjela još 800.000 kvadratnih. Otišao sam od 10.000 ljudi koje sam mogao doći na svoje na 988,000. Drugim riječima, mogao sam doći do gotovo milijuna ljudi kroz partnerstva. I oni i njihovi partneri mreže su širili riječ čak i dalje, od 23. veljače, točno mjesec dana nakon datuma objave, pogodaka na Googleu za "Guerrilla marketing Goes Green" (točno podudaranje) bili su izvanredni 1.140.000. Ne mislim da sam ikada bio uključen u sve što je dobio milijun pogodaka na Googleu prije. Što je ove kampanje partner me stajati? Gotovo ništa. Jedine stvari koje sam morao platiti bilo da pokriju nekoliko sati mog pomoćnika vrijeme za postavljanje infrastrukture (manje od $ 200), a rezultati se temelji na plaćanje u dobrotvorne svrhe partner. Sve ostalo je samo vrijeme i kreativnost. Partnerstvo je samo jedna strategija u ovoj lansiranja. Tune u narednih mjesec dana za više ponijeti sa sobom iz ove kampanje. PODSJETNIK: Ako ste korak naprijed, sljedeći mjesec će biti posljednji pitanje ovaj newsletter. Ako ga želite zadržati ide, napraviti svoj dobrovoljni prilog preko paypal Šalje shel@frugalfun.com~~HEAD=pobj, navedite Savjeti Knjiga marketing. Vi ćete se vratiti, ako ne dođe do kritične mase sredstava. Zašto ne bi sada, dok razmišljate o tome?