Gale Trent of Bristol, Virginia writes:
“Our mystery fiction line Dark-N-Stormies was featured in WOMAN’S DAY magazine’s WD Giveaway in the October issue. ‘Fifteen lucky readers’ receive a set of all six books currently in the Dark-N-Stormies line. Although I’m donating the books and taking care of fulfillment, I’m delighted that our two-year-old imprint is being featured in a national magazine. How can I best capitalize on that? What are some ways I can recycle the publicity?”
Oh this is an easy one! You’ve just been given an amazing marketing tool and instant credibility – now put it to good use. For starters, take every opportunity to tell people about the placement: in your email signature, on your website, stickers on appropriate books, and definitely issue a press release about it. Be sure to add any important facts not mentioned in Woman’s Day and promote upcoming releases, events, and company info.
Send a copy of the clipping with a hand written note (on the same page) to all your contacts – personal and professional. Basically, shout it from the rooftops.
Have you written any articles lately? Add this to your resume/bio and it validates your expertise. If you have not, start writing articles/op-ed pieces and boast about the media coverage.
Why not do a followup with the 6 winners about their impression of the books and what impact they made on their life? Even if it is only funny, it would still be a way to get some extra mileage
You could milk this one for a looong time!
First of all, announce this coup to your own media list. Next, “As seen in Woman’s Day” on your website, sellsheets, covers when you reprint, etc. Consider getting permission to actually reprint the clip, if it makes you look good.
And don’t forget to announce it to all your relevant local media, trade pubs, etc., put it in your press kit, and on and on. Maybe leverage it into couple of speaking engagements.
Note: If my experience is any indication, Woman’s Day probably won’t give you much of a direct sales lift. Its readers are the most frugal of all the major women’s mags.
But what any major clip does is build credibility, and the more you have, the more credible you are. If you want to see how I exploit this, visit the press room for any of my websites, for example, http://www.frugalmarketing.com/pressroom.shtml – and click on “Media That Have Interviewed Shel”
Shel Horowitz – copywriter, marketing consultant, author, speaker
Affordable, ethical, effective marketing materials and strategies
“Ethical, cooperative businesses t h r i v e and p r o s p e r”
Sign the Business Ethics Pledge – Help Change the World
http://www.principledprofits.com / http://www.frugalmarketing.com
mailto:shel@principledprofits.com * 413-586-2388/800-683-WORD
Award-winning author: Principled Profit: Marketing That Puts People First
Blog on Corporate/Government/Marketing Ethics:
http://principledprofit.blogspot.com/
Here’s a different angle. So far you’re getting great left brain suggestions. How about a little right brain contemplation?
In order for this opportunity to really make a difference for you, ask yourself, “What’s in it for me.” Of course, getting exposure and credibility is big. Is that all? You asked how can you recycle the publicity? What is your main intention for more publicity?
If it’s to sell more books, your market is defined. If it’s something else, you’ll market some place else. Who’s your target audience? Then ask the next question which may be more difficult than the first, “What’s in it for them?” What are you planning to give them in return? What will they get? Clarifying this will help you create the best marketing tool and you’ll know what to say and where to place it. Effective marketing is 100% dependent on your connecting with the audience who will best be served. Best to your success.
Patricia Ogilvie,
Sales & Marketing Ad Writer (780) 924-3161
http://www.directmailmarketing.biz mailto:prorisk@telus.net
Generating Sales Ideas -YoursFree Newsletter
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…and I’ll Make You Famous!
Cultivate community interest
First, be sure to tell local bookstores and magazine retailers the exciting news of your placement and work together to sell the magazine, books and get the word out. Ask them to display a flyer that you create announcing your “local feature in national magazine” at point of purchase of both the magazines and books. Suggest doing a live read and get placed in their special events calendar.
Send extra magazine copies, at your expense, to your local libraries. Use your flyer and ask if it can be displayed on an end-cap or other prominent place. Ask if they mind if you place a bio and brochure with contact and ordering info. If time allows, ask to reserve a display case and decorate based on a mystery theme, featuring your line – mention your placement prominently. Again, arrange a reading and get in their special events calendar.
Use your flyer to announce it on community bulletin boards in bookstores, libraries, coffee shops and gyms. These are usually placed near the bathrooms; I always take a glance when en route.
Drop off a few issues to local waiting areas: doctor’s offices, salons and car repair shops. Create an eye catching label for the cover “Local feature in national magazine” and what page number the mention is on. Mark the page with business cards, or bookmarks that provide ordering information and web address.
As always, allow as much time as possible to obtain and distribute extra issues. Track results, if possible, using different phone numbers or URLs to quantify your efforts.
Best of luck!
Rachel Jackson
Peacock Publicity & Marketing Services
http://www.peacockpublicity.com
Rachel@peacockpublicity.com
847-594-0170
Thank you all so much for your valuable advice! I truly appreciate your help.