A Sample Marketing Plan

March 2001
by Curt Matthews, IPG/Chicago Review Press

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Since Ingram’s new policy of accepting many more independent press titles is contingent on the publishers submitting a marketing plan, many PMA members have asked for a sample of a plan that would strike a wholesaler or distributor as being plausible and effective. Such plans, of course, need to be custom-tailored to each book, but here is a pattern you might find helpful.


Marketing Plan for Easy Do-It-Yourself Plumbing
January 1
Bound galleys or page proofs sent to:

Library Reviewers
Booklist, Library Journal, School Library Journal, Choice, etc.

Long Lead-Time Reviewers
Publishers Weekly, New York Times, Washington Post, etc.

Magazines for Review or Excerpting
Ladies Home Journal, Plumbing Today, etc.

March 1
Printed Copies on Hand

April 2
Official Pub Date

Press Release and book sent to:


Print Media
Chicago Tribune (Life Style Editor)
Chicago Sun times (Book Review Editor)
Evanston Review (“Who’s in the News”), etc.


Special Interest Publications and Organizations
The Plumber’s Friend (newsletter)
Historic Homes Restoration Assn., etc.


Electronic Media
WBEZ radio
Book Blather, WXXX radio
NPR, Cokey Roberts
Oprah, etc.


May 1-15
In-Store Author Events or Signings


The marketing plan sketched out above should convince a wholesaler or distributor that you understand the following crucial elements about the book business:


1. The Importance of Lead times. Library reviewers, some newspapers, and most magazines need prepublication…IBPA Members – Click here to view the full article (login required).

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