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Traveler Handbook Series

Traveler Handbook Series. Marketing Plan August 2012. The logic of the marketing and sales plan will be as follows. For each of the following slides, replace the infomation with your own or create a Word doc with your input. Sales goals for January 31, 2013

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Traveler Handbook Series

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  1. Traveler Handbook Series Marketing Plan August 2012

  2. The logic of the marketing and sales plan will be as follows. For each of the following slides, replace the infomation with your own or create a Word doc with your input • Sales goals for January 31, 2013 • Baseline - how many you think we can sell • Better than expected - goal that would be great to meet • Stretch goal - mind blowing goal to reach • Key Success Factors (KSF): In executing our launch and marketing, what are they most important things we much achieve to have success? • For each KSF, what strategies do we need to take to realize the KSFs? • For each strategy, what tactics (activities) do we need to focus on? • What are the goals for each tactic • What is the timing for taking action? • Who are the key customers and influencers and what messages do we need to deliver to them about each book and the series?

  3. Sales goals for January 2013 • Baseline Goal: 1,500 (avg 300/title) (75/title/month) • Stretch goal: 3,000 (avg 600/title) (150/title/month) • Super stretch goal: 6,000 (avg 1200/title) (300/title/month)

  4. E. Career Break B. Volunteer C.Luxury D. Food A. Solo Key success factors to achieve the revenue goal. KSF: what is essential for success 10,000 Books 2000 2000 2000 2000 2000 • KSFs for Achieving Sales • Excellent Reviews of books • Show up in Amazon algorithm *** • Ask community members who bought book to write reviews • Reach out to our communities - teaser -> launch • blog post, newsletter, signup forms, • Media and blogger outreach for coverage

  5. Targets KSF Strategy Timing Tactics Strategies and Tactics to Drive Sales of the Books - action orientation with hard targets. For each KSF you listed, identify the strategies, tactics, target and timing 1. Excellent book reviews a. Encourage reviews on Amazon and other online stores • Add calls to action to newsletters • Solicit reviews on social media • 15 reviews per book per online store • Jan-February: Coupon & Travel sites • March: Bloggers • Develop target list of bloggers • Recruit targeted bloggers with evaluation copies • 100 bloggers (20 per book) • September - November b. Encourage bloggers to write reviews c. Encourage book critics to review the books • Develop target list of bloggers • Recruit targeted bloggers with evaluation copies • TBD • September - November a. Author Central • Each author sets up an author page • Each author adds Amazon links to other books in the series on their Author Central page • September 16 2. Be found through Amazon Algorithm b. Mine our readers, friends & family for reviews • Send email request to people with links to the UK and US sites for people to leave reviews of books. Number • October 1 c. Go to Amazon’s top Reviewers for a review • article on how http://www.amazon.com/gp/richpub/syltguides/fullview/RNCWTLEMV71VM Number • Deadline for taking action

  6. Targets KSF Strategy Timing Tactics Strategies and Tactics to Drive Sales of the Books - action orientation with hard targets. For each KSF you listed, identify the strategies, tactics, target and timing a. Submit to Kindle Singles • http://www.amazon.com/gp/feature.html?ie=UTF8&docId=1000700491 2. Be found through Amazon Algorithm a. Publisher/ Janice b. Author c. Publisher/Janice • http://www.ebooks.com/ • http://www.goodreads.com/ • Play.google.com ??? • http://www.similarsitesearch.com/alternatives-to/goodreads.com 3. Be found on reader sites a. Build TH social strength b. Coordinate Author social c. Coordinate sponsor social d. Get help from others e. Promote the book trailer f. Twitter event monthly • Build following on Facebook & Twitter • Cross promote to each other • Support each other’s TH posts • G Adventures • Hostelworld 4. Social Media Number • October 1 Number • Deadline for taking action a. TBU b. TBEX c. NYC d. London 4. Events

  7. Customers and Key Influencer Messaging About each book (why should someone buy it). Should be 3-5 bullets per book for the primary messages • Solo • The Handbook delivers the “how to” for fun traveling solo • It builds the reader’s confidence to travel solo safely • It inspires readers to stretch the meaning of their travels. • Food • Volunteer • Luxury • Career Break

  8. Customers and Key Influencer Messaging About the Series. Why should someone care about the series? 3-5 messages per group • End customers (readers) - a reliable source of travel information • Press - new, written by blogger/experts, very real • Bloggers - a handbook may be right for their readers, may be able to make money off of Amazon, raises the status of all bloggers, they could be an upcoming author • Distributors - proven sales of one book suggests success for the series. Extensive marketing by the authors. • Libraries - proven demand from library patrons

  9. Timeline (to be completed by Jeff)

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