Developing a Start-Up Marketing Plan for a Book Producer

Developing a Start-Up Marketing Plan for a Book Producer
By William Dupree

I was able to secure a contract to develop a marketing plan for a new start-up full service book producer. The 2 principal owners wanted the company to specialize in the production of illustrated books in the areas of the visual and performing arts, literature and popular culture, the culinary arts, the New York City region, and travel. They had not worked out the total service package that they would offer their clients, as well as the type of clients that they would pursue.

After doing some research on this business I met with the three principals partners to go over their new business venture. I convinced them at start-up that they should look to service more that one market segment. In the beginning they just wanted to work with book publishers. I suggested that they should also provide services for institutions, corporations, and magazine publishers.

I suggested that the company should provide a list of the following services; Copy and content editing, Picture research and editing, Proofreading, Indexing, Design, Production, Consulting Editorial, Marketing and Distribution. These were chosen because based on the research that I had conducted there were the most important to all of the segments of clients that they would being doing business with. This would also provide the means to brand the company as a full service book producer for book publishers, institutions, corporations, and magazine publishers.

Next was how this service would be sold and presented to potential clients. I know from past personal experience that the most important aspect that clients’ want with this type of service is a very close collaboration with the development of their illustrated books whether there for book publishers, institutions, corporations, or magazine publishers. All of the clients believe that a very close collaborative relationship with all of the individuals and departments involved with the process maximizes the ability of all of those involved in the development process, and will produce a much better product.

I then worked on developing the personal sales presentations that the company sales representatives would use to obtain contracts. Through my experience over the years I have found that personal sales pitches of what marketing plans and strategies can produce for companies have to be explained in full to give the client a feeling of security and confidence throughout the project. A long with recommendations from past clients this is a key to continuing to obtaining business contracts. Since the company is a new start-up. Creating the feeling of security and confidence has to be of prime importance in the beginning stage of the company.

I bought a list from a list broker of book publishers, institutions, corporations, and magazine publishers who would most likely benefit and profit from my clients services. Solicitation letters were written to these companies and organizations. A web site was created for the company. Articles were written for online publications. These articles would contain links back to the company web site. Ads were taken out in trade publications that cater to the target market of the book producer. All of these advertisements and promotional messages maintained a consistent theme that enforced the branding image that had been created for the company.

Today the book producer has developed a very successful and reputable business in the following services areas that were created at start-up: for book publishers; for institutions, for corporations, and for magazines publishers. They also proved to be an asset for each other because the company was able to gain multiple contracts with some of their clients.

William F Dupree was the owner of IMPS (Interactive Marketing & Promotional Solutions Inc.) a sole proprietorship marketing firm located in New York City that specialized in developing interactive marketing, promotional and branding strategies for primarily publishing and publishing related businesses. Prior to founding IMPS in 2005 Mr. Dupree was a senior marketing manager at EDL Business Development Group for seven years. Before joining EDL he worked for Diamond Marketing Group where he developing sales strategies, branding, product planning, event planning, and created interactive marketing strategies for an assortment of businesses. William Dupree can be contacted at http://www.linkedin.com/in/wlliamdupree