Profitable Direct Marketing by yrk19808


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									         Instructions for Creating Your

   Brought to you by Brian Jud, Book Marketing Works, LLC,
            Reed Press™ and Publishers Weekly™

      Make All Changes On This Page Only.
All Your Information Is Automatically Transferred
          To The “Ready To Print” Page.
   A marketing plan may be your most important tool for selling successfully in special-sales markets. The
table below provides step-by-step instructions that will help you create a practical marketing plan. Brief
directions are found in the left-hand column. These also refer you to the appropriate Strategy in Beyond the
Bookstore™ where you can find even more assistance. Read the instructions for each step, and then write
your response in the gray text block in the right-hand column. Use as much space as you need.

   After you have completed all the requested information, go to the Word document “Marketing_Plan_
Print_Ready” on The Marketing Planning CD-ROM™. Here you will find your text in the form of a complete
marketing plan, ready for printing.

           Step-by-step instructions                         Insert your copy in the gray text block
  are found in this column. Read each section                     in response to the directions
  and then respond in the column to the right.                       in the column to the left.

              Write the name of your company here:

                            Write your address here:

          Insert the dates for which this plan covers:
                                                         From:        To:
1) MISSION STATEMENT. This section of your marketing plan should describe your special-sales
mission, the reason why you are in business.
   1.1 Mission
     Your mission statement is a two or three-
   sentence answer to two questions. First, "What
   business are we in?" This may initially seem
   obvious because you are a producer and
   supplier of books.

      Instead, look more closely at what you are
   really providing. In special-sales marketing, the
   product is a variable through which you deliver
   your content to the appropriate market. What
   information do you convey? How do you want
   people to respond upon reading your content?
   How will their lives change as a result? This will
   give you greater understanding of your mission.

      Second, "Who are we trying to serve?" Create
   a profile of the people who are the ultimate
   beneficiaries of your content.

     See Strategy # 13 in Beyond the Bookstore for
   more instructions on writing your mission

2) Executive Summary. This section of your marketing plan provides a synopsis of your entire
document. It should define your overall objective and the general strategies that you will implement to
reach it, describing the context in which your marketing plan will be implemented.

  2.1 Executive summary
      Briefly describe the history of your publishing
   firm, the date on which it was started and its
   current location. In addition, include the
   business structure (corporation, limited liability
   company, partnership, sole proprietorship,
   limited partnership), names of owners and any
   significant events since it began.

     Summarize your product lines, target markets,
   distribution strategies, pricing strategies and
   your existing and planned promotional
   campaign. Depict your target segments and a
   profile of prospective customers in each.

    Also include a brief and general description of
   your marketing organization. Describe how it is
   structured by function or geography. Describe
   any strategic alliances in which you have
   entered and the people you employ on a
   freelance basis.
    Even if you are the only person who will see
  your plan, this summary will give you a frequent
  reminder of the task you have set for yourself.
  Make it brief and motivating, something to which
  you can refer on a regular basis.

3) OBJECTIVES. This section of your marketing plan should clearly state your overall marketing goals.
The purpose is to divide your long-term vision into short-range, attainable goals. Traditional business
planning requires that objectives be written, functional, measurable, attainable, specific and time-

  For example, an objective might be stated as, "Increase our sales." A more desirable objective would
be, "Increase our annual sales by X%, and profits by Y% over 200Z's performance." See Strategy # 14 in
Beyond the Bookstore for more tips on writing your objectives.

  3.1 Financial Objectives
    Once you know your sales forecast,
  distribution discounts, and expected returns,
  specify the net income you expect to receive for
  the planning period.

  3.2 Marketing Objectives
      Set goals in each of the four area of
  marketing: product, distribution, price and
  promotion. Describe how you will seek new
  titles to bring to market (or new markets for
  existing titles), different distribution channels,
  unique ways to offer price incentives while
  maintaining your margins, and original ways to
  promote your titles above the ever-increasing
  clutter of competitive advertising, sales
  promotions and publicity.

     Examples might include, but should not be
  limited to, the following: new market segments,
  sales volume, market share (in each niche),
  total units per purchase, frequency of purchase
  by customer or niche, average dollar amount
  per order, rate of repeat purchase, number of
  new title introductions, number of titles
  available, awareness levels and preference
4) The EXISTING SITUATION section of your marketing plan provides a general description of your
current marketing circumstances. Describe your present products and services, channels of distribution,
pricing philosophy and promotions. See Chapters One, Five and Six of Beyond the Bookstore for more
instructions on completing this section.

   4.1 Description of your current marketing
      This portion of your plan defines the present
   status of your marketing capabilities. Describe
   the products and services you offer. Do the
   same for your existing channels of distribution
   and the promotional efforts you have in place.

5) SPECIFIC MARKETING PROGRAMS. This is the action part of your marketing plan. Here you create a
description of the specific tasks you will perform to build upon your existing capabilities. Discuss your
plans for developing your product lines, building your distribution, enhancing your pricing strategies and
creating new promotions your titles. See Chapters Five, Six, Nine and Ten, as well as Appendix F in
Beyond the Bookstore for more instructions on completing this section. The Marketing Planning CD will
help you calculate your break-even points for direct mail campaigns, trade show events and tours.

   5.1 Product line tactics
       What new products will you introduce? To
   what target markets will they be directed? How
   will you preserve product quality? For which
   titles will you perform test marketing?

      The packaging for one title may be different
   for various target segments. For instance, you
   may decide to release a title in hard cover for
   the library market, in soft cover for bookstores
   and in a small, 4” x 6” size for gift markets. The
   same title might also be customized for your
   corporate prospects. Describe the specific
   actions you will take to design and build your
   product lines.

     Use the Timeline in The Marketing Planning
   CD as a reminder of when to initiate marketing
   actions, and for lists of suppliers who can help
   you perform each step.

   5.2 Pricing tactics
      Distribution discounts and the costs of
   production and marketing are two of the
   components to consider when pricing your
   books. Describe pricing incentives you may
   offer. For instance, if you choose a competitive
   pricing strategy you might differentiate your titles
by offering coupons or refunds.

   See Chapter Ten in Beyond the Bookstore for
formulas you can use to price your products

5.3 Distribution tactics
   For each market segment and product, decide
whether you will market through distributors or
wholesalers, or directly to the customer. Will the
wholesalers assess their usual 55% discount
(65% or more for distributors) or will you bargain
for other terms? Who will pay shipping? What
fees will they charge for placement in their

  In what time period will you be paid? What
percent of sales do you expect to be returned?
How will you reach the Special Distribution

   The Distribution Profitability Calculator in The
Marketing Planning CD can be a significant aid
in helping you decide which combination of
distribution channels could be the most

5.4 General Promotion Tactics
  There are several major components of
promotion, and these must act in tandem for
maximum effectiveness. Describe how you will
coordinate advertising, sales promotion, direct
mail, publicity and personal selling to help reach
your objectives.

   Your promotional plan could also be different
for each author. One might excel in media
performances and book signings while another
may loathe them.

   See Chapter Six in Beyond the Bookstore for
tips on implementing overall promotion strategy.

    5.4.1 Personal Selling
       This section should list the actions, dates,
    and people responsible for each personal
    selling program. It encompasses face-to-
    face communication such as making
personal sales calls on prospective
customers, networking at trade shows,
making personal presentations and
conducting events at retail stores.

5.4.2 Direct Marketing Tactics
  List any major direct marketing-related
actions that you plan to implement.

  See Strategy # 71 in Beyond the
Bookstore for tips on creating profitable
direct mail campaigns. Also use The
Marketing Planning CD to calculate your
break-even point.

5.4.3 Sales Promotion Tactics
   Describe any major sales promotion-
related actions that you expect to take.

5.4.4 Publicity
  Define how you will use publicity and
public relations to reach your objectives.

    Types of programs might include press
releases, press kits, reviews and media
performances. Will you engage a
professional publicist? Will you write and
send out a press release on your new
special products and services?

5.4.5 Advertising Programs
   Explain the advertising-related actions
that you will perform in support of all your
product lines, in each segment. The data in
this section should list specifically the
actions, dates, and people responsible for
each advertising program.

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