Book Marketing Plan

I created this mock marketing budget and plan for a trade romance novel from a bestselling author. This plan was part of an extended sales kit I worked on for my Book Publishing class with Daniel Weaver at Emerson College in fall 2022. 

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Marketing and PR budget= 5% of $27.99 x 110000 units = $154000

 

Our target audience for Crushed buyers is women 18-40. For print, I focused on high-impact, larger ads in color to reach trade audiences (Publishers Weekly, Booklist), the older side of our audience (O Quarterly), and a general reading audience (BookPage). Online, I targeted women at the younger end of our audience through Hearst Style and Fashion publications and Buzzfeed advertisements, as well as ads on social media sites which get a lot of reader attention, Instagram and Pinterest. I also decided to spend some of the advertising budget on advertising direct to romance book consumers and hiring influencers to promote the book on Instagram and TikTok to reach that “BookTok” audience. I retrieved ad rates from the SRDS advertiser database, Stackfluence (for influencer rates), and individual social media platform websites. A spreadsheet detailing the math for ad costs, magazine readership, and views can be accessed at this link. 

 

Trade Print:

• Publishers Weekly

  • Full page color on Page 1, $10,115

  • $30,342 for full page color on page 1, 3 times 

• Booklist

  • $9045 for full page color

  • $18,090 for full page color, 2 times

Trade Digital:

• Publishers Marketplace Featured Page Ad 

  • $50/day for 10 days, average 1,0000 views/day (maximum allowed)

  • $500 for 100,000 views

 

Total Trade Cost: $48,932

 

Consumer Print:

• O  Quarterly Magazine

  • Fall quarter, to align with August 29th release

  • $25,000/color full page print, 1 time

• BookPage

  • $5995 for color ½ page print

  • $17,985 for ½ page color, 3 times

 

Consumer Digital:

• Hearst Style and Fashion Publications (Cosmopolitan, Harper’s Bazaar, Elle, Esquire, Red) Online

  • 970x250 image, digital (desktop, mobile, and tablet)

  • $13/1000 views 

  • $26,000 for 2 million views

• Instagram digital ads

  • $.005/1 targeted sales view

  • $100/day for 90 days, 20,000 views/day

  • $9,000 for 1.8 million views

• Pinterest, targeted to readers and romcom fans

  • $10/day for 120 days

  • 76,667 views/day, 2.3 mil views/month

  • $1,200 for 9.2 million views

• Buzzfeed Entertainment

  • 300x250 image, digital (desktop, mobile, and tablet)

  • $7/1000 views

  • $7,000 for 1 million views

 

Via Influencer

• Stackfluence 3 month influencer campaign

  • $39/post, 450,000 average views per post

  • 250 posts on Instagram and TikTok, $9,750 for 112 million views

 

Direct to Consumer 

• Romance Readers Library - Postal & Email Mailing List at Specialists Marketing Services, Inc.

  • “Avid readers of romance novels who are predominantly female and young to middle aged.”

  • $100/million contacts, potential 8,086,789 contacts

  • $800 for 8 million contacts to target audience

 

Total Consumer Cost: $96,738

 

Total Advertising Cost: $145,670

• leaves $8,330 for publicity and unexpected expenses

Total Estimated Reach: 137,424,300 viewers