Okay, I admit it: I'm a compulsive planner. I am lost without my lists, schedules, and calendars. So, when I faced the new territory of promoting my first book, I fell back on old habits . . . and planned it to death.
First, I decided on the parameters of my promotion. I realized early on I couldn't do it all. Reader newsletters, fan contests, book marks, marketing fliers, book signings, galleys, press releases--the opportunities for promotion are endless. But, I'm a wife, a mother of two school-age children, and owner of two galleries. Husband, kids, employees--somehow I didn't think they were going to disappear or, better yet, do the promotion for me.
As a result, the following time line reflects my own choices and priorities. Take from it and add to it as you will.
11 months before publishing date
Send copies of manuscript for advance endorsements
Request extra solicitation covers from publisher
9 months before publishing date
Ask Editor:
List of romance-friendly bookstores (available from pub. debt.)
Will publisher include your Trade Kits to their distributors/sales reps
What ads the publisher will schedule
Supply Marketing Plan to my editor and agent
8 months before publishing date
Prepare detailed bio
Contact RWA Presidents of chapters in contiguous states and ask for list of romance
friendly bookstores in area.
Create specific mailing lists
1. Mailing List A: Receivers of Trade Kit
2. Mailing List B: Receivers of only Press Kit
3. Mailing List C: Local TV/Newspaper/Radio
4. Mailing List D: Regional TV/Newspaper/Radio
5. Mailing List E: Local/Regional Libraries
6. Mailing List F: Fans, Friends, Authors
7 months before publishing date
Get postcards made of cover
Print "Galleys" with color copy of solicitation cover
Design and purchase stationery
Send good supply of pub photo to publicity dept.
Send Trade Kits to publisher for distribution to their sales reps
Ask editor if publisher will provide any promotional posters for booksignings
6 months before publishing date
Print Mailing Lists A & B
Get cover flats from publisher
Get color transparencies of cover art from pub. dept. so printer can reproduce artwork for
fliers
Mail Trade Kit with "Galleys" to particular book stores
Create Letter and flier for bookstores receiving Press Kit
5 months before publishing date
Prepare Press Kit
Write author profile for magazines/newsletters
Start booking bookstore appearances
4 months before publishing date
Send Press kit to particular bookstores
Print Mailing Lists C & D
Send articles to magazines
3 months before publishing date
Contact local superstores for possible workshops
Contact local bookstores about extra orders/publicity
Create Tour Notebook
2 months before publishing date
Start booking media appearances:
Contact radio/TV for scheduling
Send Press Kit to targeted media; include an "Available for Interviews" sheet
and any advance reviews
Send Press release to local and regional papers (time release for arrival of books in
local stores)
Call newspapers and broadcast media one week after sending press release to confirm their
receipt.
Order extra copies of book from distributor
Print Mailing Lists E & F
Advise editor/publicity of bookstore appearances and ask for support promo material
Contact local distributor: offer autographing of copies in warehouse
1 month before publishing date
Contact Local Libraries
Send press kits to bookstore to remind them who you are
Follow up with possible TV and radio interviews
Once media interviews are scheduled, contact bookstores and libraries.
Drive to newspapers, TV and radio stations in 100 mile radius: give Press Kit, tour
schedule, ask about interview.
Call out-of-town media and stores that haven't responded.
Give tour schedule, media schedule and ask for interview
2 weeks before publishing date
Mail postcard announcements to chapter newsletters and fans, friends, authors
Check supply of books at stores hosting booksignings
After Booksignings and Media Interviews
Send thank-you’s
3 - 6 Months After Booksignings
Follow-up with newsletter tailored to each of the following: bookstores, distributors,
reps, fans
GLOSSARY:
MARKETING PLAN - My marketing plan is a 20-some page outline of all the different components (book signings, press releases, media interviews, etc.).
PRESS KIT - Has broader uses than a Trade Kit. Includes cover letter, news releases about the book, promotional flier, one-page summary of reviewer quotes, schedule of appearances, author bio, photo, business card. Be imaginative. For media Press Kits, include a romance fact sheet and recent positive articles on romance industry.
TOUR NOTEBOOK - A notebook containing all the details of book signing schedule, including log of dates, map, contacts, etc.
TRADE KIT - Basic difference from Press Kit is the addition of a galley. Use Trade Kit for specific, important, contacts.
Laura Baker is a member of the Heart of Denver Romance Writers and a founding member of LERA. Her latest release from St. Martin’s Press, Legend, is now available.
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