MPub 600: Defining Your Audience
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Transcript of MPub 600: Defining Your Audience
What Monkeys Can Teach Us About Marketing
60 min: Introduction15 min: break90 min: In-class assignment
Presented September 5, 2012Pub 600 1 of 4
photo by Jussi Mononen
Who am I?
Raincoast Is Against the Right to Read
JK Rowling Seeks InjunctionHuman Rights Under Threat
Audience.
Truth.
164,000 Google results for “Enbridge removes islands”
The Big Six Publishers Are Dead
6 Critical Factors for the Future
Sadly, the six big houses of traditional publishing are fatally wounded, but have yet to realize they are the living dead. Inertia will drive them forward until the life force leaves them and they become dust. Their history will reside with the buggy whip maker, the horse drawn carriage manufacturer, and the outhouse builder. Unfortunately, their glorious names will only live in the pantheon of companies like Packard and Polaroid. Why are these companies the living dead? They lack leadership.
photo by Netzanette
1. Audience2. Truth3. Positive Tone4. Minimalist
Welcome to Pub 600
Do me one favour
Pub 600: Marketing
1. Sept 5: Defining Your Audience (Persona)
2. Sept 12: Marketing Playbook (Mini-Plan)
3. Sept 18: Measuring Success (KPIs)
4. Sept 25: Wrap-Up (Test)
* Class is not always in this room.
Read before Next Class Wed, Sept 12
• The Cluetrain Manifesto: Just read homepage, in particular the 95 Theseshttp://cluetrain.com/
• Eloqua Social Media Playbook: It’s not the tools, it’s how you use them. Some are outdated (2009), read it anyway.http://media.eloqua.com/documents/Eloqua_Social_Media_Playbook_Public.pdf
• Boxcar Marketing, "Defining Your Target Audience with Personas," http://www.boxcarmarketing.com/blog/defining-your-target-audience-with-personas/
Friday: Technology
• Room TBC
• Is everyone ok walking?
• If yes, bring comfortable walking shoes and a camera
Ok, Part II
Marketing Trade Books
Author Publisher Community
S
Reviewed by Agent/Publisher
Reviewed by Editorial Board
Presented to Sales & Marketing
MS to Design
Galleys or review copies to Sales & Marketing, Key Buyers, Media
Final book to Stores
MS b/w ED and AU
Cover & Layout to ED, AU, Sales & Marketing
Cover & Layout, Catalogue Copy presented to Reps, Key Buyers
Cover, cat copy to vendors, pub www
Reviewed by Media, Stores
Reviewed by Readers: GoodReads, Amazon, www
Reviewed by Award Boards
WOM (Author to Reader, Reader to Reader, Bookstore to Reader, Book Clubs, SMM, Email)
Recommendation Engines
If yes, then ...
S
Community Discussion, UGC, FanFiction
Marketing Is ...
I just read this great book ...
What makes it great?
Do I like that?
Do we share the same tastes?
Do I like this enough to do X?
Principles of an Effective Communications Message
1. Audience
2. Truth
3. Positive Tone
4. Minimalist
5.Contrast (What is, What could be)
Planning Your Marketing Message
I just read this great book ...
S
1. Audience: Who is it for?2. Hook: What makes it great? (elevator pitch)3. So What: Why should people care?4. Goals: Will they care enough to do X? 5. Strategy: How will I nudge them to do X?6. Tools: What tactics, technology or tools will I use? 7. Metrics: How will I know if it is working?
Assignments: email to [email protected]
1. In groups: Review the persona worksheet and create a persona for Louise Penny’s new novel The Beautiful Mystery. http://bit.ly/persona-worksheet
2.Remember to look at the Amazon.ca copy for this title and Louise Penny’s website. DUE end of class
3.Individually: Based on your persona worksheet, a) pitch this title to Monique at SoMisguided.com. Imagine I do not already know about this book, but have read A Trick of Light, the previous title in this series. b) Provide a list of 5 other Canadian literary bloggers who you’d pitch. Include their website, URL and 1 sentence about how you’d pitch them, what’s the angle? Why should they check out this title? DUE 5 pm Sunday