Practical Guidance on Marketing Plans

May 2006
by Tom Woll

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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 reviewers every day; sending out one feature story
each week; and visiting the various book clubs twice each year. Using such
targets assures consistency in marketing efforts and builds overall marketing
momentum, both for a particular book and for a publisher’s whole program. It’s
a strategy that makes sense and that every publisher should use.


Marketing costs—including
the expenses entailed by selling and promotion—should amount to about 13
to 16 percent of net sales. This is in accor…IBPA Members – Click here to view the full article (login required).

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