How to Create Marketing Plans

October 2009
by Tom Woll

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How to Create Marketing Plans

by Tom Woll

In the realm of business, marketing differs from sales because it concentrates on a multidirectional push–pull effort that takes customers’ needs into account and aims to fulfill those needs. Sales, on the other hand, concentrates on pushing products into stores; it is more one-dimensional in terms of direction and effort.

Many excellent titles cover book marketing and offer marketing ideas. My premise—and I say this categorically—is that you can never do too much marketing on behalf of a book. You can spend too much money on marketing, but you can never do too much of it.

Many publishers, both large and small, find it helpful to set targets for their marketing efforts. These targets should be carefully defined in terms of daily, weekly, and monthly tasks. For instance, publishers’ targets might include completing a certain number of phone calls to journalists and/or reviewers every day; sending out one feature story each week;blogging for half an hour each day and otherwise using the Internet to stimulate interest and demand on a set schedule. Using such targets assures consistency in marketing efforts and builds overall marketing momentum and visibility, both for a particular book and for a publisher’s whole program. It’s a strategy that ma…IBPA Members – Click here to view the full article (login required).

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