A Sample Marketing Plan

August 1997
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 PlumbingJanuary 1
Bound galleys or page proofs sent to:

Library ReviewersBooklist, Library Journal, School Library Journal, Choice, etc.

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

Magazines for Review or ExcerptingLadies Home Journal, Plumbing Today, etc.

March 1
Printed Copies on Hand

April 2
Official Pub Date

Press Release and book sent to:

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

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

Electronic Media
WBEZ radioBook Blather, WXXX radio
NPR, Cokey RobertsOprah, 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:

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