5 and 6 June: The Magic of Marketing – How to Create a Plan that Works
You have just agreed to publish one of the most wonderful manuscripts you have ever read. Now what? Step one is to determine your audience and how you will reach it through an imaginative and successful marketing plan for both print and online. E-books and digital marketing have changed the publishing landscape, offering many exciting new ways to give a book wide exposure and increase profits. In this seminar, participants will learn the best ways to promote and distribute books through different channels, including retail, library, education, consumer direct, special sales and international markets as well as in digital editions. They will also gain a deeper understanding of the interaction between marketing and all key departments (editorial, production, sales, and publicity) as well as how to best work with the author to promote and sell his work.

Through the creation of an actual marketing plan, participants will explore the importance of setting optimal publication dates, the role of tip sheets, bound galleys, author tours, viral marketing and video trailers, print campaigns, and alternative marketing outlets such as product placement and event marketing. Managing marketing budgets for companies large and small and working with a creative team or outside advertising agency will also be discussed.

The seminar will be team-taught by two of America’s leading marketing executives: Matthew Baldacci, Associate Publisher of St. Martin’s Press, a Division of Macmillan Publishing, renowned for its wide range of fiction and non-fiction bestsellers; and John Sherer, Publisher of Basic Books, a division of The Perseus Book Group, which publishes serious non-fiction across a variety of acclaimed imprints.