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Marketing Plan. Sections The What: Objectives & Imperatives The How: Sellout Strategic Plan The When: Launch Plan/Phasing The How Much is it Gonna Cost:

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Presentation on theme: "Marketing Plan. Sections The What: Objectives & Imperatives The How: Sellout Strategic Plan The When: Launch Plan/Phasing The How Much is it Gonna Cost:"— Presentation transcript:

1 Marketing Plan

2 Sections The What: Objectives & Imperatives The How: Sellout Strategic Plan The When: Launch Plan/Phasing The How Much is it Gonna Cost: Resource Requirements

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4 YOUR BOOK: Objectives & imperatives Imperative 1: Imperative 3: Imperative 2: What’s your goal? Crystallize it here in one sentence. Should be something quantifiable. Strategic Imperatives are things you must do to achieve your overarching objective. Don’t Overwhelm yourself. Pick 3 and drive them forward. Adjust as necessary.

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6 5 P’s of Marketing Product Positioning Price & Place Promotion 12 3 4 5

7 5 P’s of Marketing Product 1

8 Maximizing the product profile What are you selling? Yourself Your book What is the link between your personal story and your book?

9 Your Author Profile Who are you? What activities are you involved in? What are you passionate about? Sum yourself up in three words Your Picture goes here

10 Your book’s Profile Use single words to describe your book: Provacative Titillating Amazing Page-turner Thrilling Sum your book up in 5 words – this is like your pitch Your Book cover goes here

11 The story: what led you to write this book? Interview yourself What made you write the book? Why are you the best person to tell this story? Why should others read the book? What makes this book/story unique? How does it compare to other books like it in the genre? Who do you look up to in the genre? Why?

12 5 P’s of Marketing Positioning 2

13 Positioning defined Unique place for product in customer’s mind, relative to the competition Who is the customer? Who is the competition? What’s unique about your book? How do you break-through?

14 Customer analysis Who are they? Who would you like them to be? Why? Where are they located? Who are they reading? Why do they read? How will you position the book for each customer group you are targeting? Does your cover and back cover copy speak to them? Are your blurbs from writer’s they buy?

15 5 P’s of Marketing Price & Place 3 4

16 Pricing comparison By Sales channel FormatSales ChannelsList PriceSales priceDiscount (%) HardcoverBookstores, Amazon PaperbackBookstores, Amazon Kindle, Ipad, Nook, eReader Amazon, Apple, B&N, Sony AudiobookBookstores, Amazon Pick a well-selling recently launched book in your genre and find out prices across various channels

17 Pricing comparison By Sales channel FormatSales ChannelsList PriceSales priceDiscount (%) PaperbackBookstores, Amazon Kindle, Ipad, Nook, eReader Amazon, Apple, B&N, Sony Based on this comparison will you use the same channels? Will you price the book the same? Regardless of channel? Why? Your book

18 5 P’s of Marketing Promotion 5

19 YOUR BOOK: Objectives & imperatives Imperative 1: Imperative 3: Imperative 2: What’s your goal? Crystallize it here in one sentence. Should be something quantifiable. Strategic Imperatives are things you must do to achieve your overarching objective. Don’t Overwhelm yourself. Pick 3 and drive them forward. Adjust as necessary.

20 Buy this book and put down ideas you think will help you reach your target audience

21 Buy this book and put down ideas you think will help you drive word of mouth

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23 Discover your break-even point Formula: # of books sold x net/book = printing/promotion investment X= Break-Even

24 Implement a phased approach Pre-launch How many copies ? Pre-launch How many copies ? Launch How many copies? Launch How many copies? Post-Launch How many copies? Post-Launch How many copies?

25 Pre-Launch Activities & expenses ActivityCostSales TargetROI (Projected) ROI (Actual) ROI stands for return on investment. You divide actual sales by your investment to create this ratio. A 1:1 ROI means that for every dollar you Invested you made a dollar. A good ROI is anything above 2:1

26 Launch Activities & expenses ActivityCostSales TargetROI (Projected) ROI (Actual) ROI stands for return on investment. You divide actual sales by your investment to create this ratio. A 1:1 ROI means that for every dollar you Invested you made a dollar. A good ROI is anything above 2:1

27 Post-Launch Activities & expenses ActivityCostSales TargetROI (Projected)ROI (Actual) ROI stands for return on investment. You divide actual sales by your investment to create this ratio. A 1:1 ROI means that for every dollar you Invested you made a dollar. A good ROI is anything above 2:1

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29 How much do you need to invest in the pre- launch phase to sell the requisite # of books? P&L Pre-Launch PhaseInvestment $ Gross Sales Cost of Goods Sold Royalties Net Sales Promotion Gross Profit Gross Margin Reinvest Remainder Copy this spreadsheet into excel and populate with your info

30 How much do you need to invest in the launch phase to sell the requisite # of books? P&L Pre-Launch PhaseInvestment $ Gross Sales Cost of Goods Sold Royalties Net Sales Promotion Gross Profit Gross Margin Reinvest Remainder Copy this spreadsheet into excel and populate with your info

31 How much do you need to invest in the post- launch phase to sell the requisite # of books? P&L Pre-Launch PhaseInvestment $ Gross Sales Cost of Goods Sold Royalties Net Sales Promotion Gross Profit Gross Margin Reinvest Remainder Copy this spreadsheet into excel and populate with your info

32 Questions? Contact us! www.pantheoncollective.com pantheoncollective@gmail.com


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