Thursday, March 15, 2012
What Type of Book Advertising Makes Sense?
I may be biased, having worked in public relations since 1989, but I don’t believe advertising books has much of a payoff for authors. The economies are simply not there. But I also admit that depending on where you advertise, what your message or offer is, and what your goals are, you might be able to execute an advertising campaign that helps you. But it has to be the right circumstances.
Who should advertise?
· Those who can afford to do so
· Anyone who believes their potential marketplace is significant in size, can be targeted, and can be reached
· Authors who have more than a single book to promote, including additional books, DVDs, subscription Web sites, services, other products
· Those looking to brand their name with a long-term purpose
· Those who craft catchy, intelligent ads and offer something people would want to respond to
· Anyone who invested in book publicity and marketing and wants to add another dimension to their efforts
What type of advertising would make sense?
· Look into programs with Amazon – they own 60% of the e-book market and about 30% of the total book market
· Explore programs with Barnes and Noble – they own 30% of the e-book market
· Buy Google ads
· Get Facebook ads
· Buy mailing lists of those who bought a book like yours or meet your targeted demographic
· Consider email blasts to subscribers/readers of NYTimes.com. PW.com, Oprah.com, Library Journal, etc.
· Mobile advertising
Of course the choices you make depend greatly on:
· Your budget
· The genre of your book
· What competitors are doing
· What else you can do with that ad money
· Assumptions that you make on the media products you decide to invest in.
· The guarantees/metrics being presented to you
An author of mine recently agreed to commit over $100,000 on an advertising campaign to re-launch his voluminous career and a new book release. At first, I thought that was an unnecessary expenditure but upon reflection I can understand how the ad campaign, if executed well, may deliver what he’s looking for. It’ll be interesting to see what happens.
Interview With James Citron, CEO of Mogreet
1. What exactly is moShare and how does it work? moShare is a mobile sharing service that lets people send digital content found on the web directly to mobile phones. Website owners, online publishers, and bloggers can quickly add the moShare button to their site by inserting a simple piece of code. It’s easy to do and the steps are outlined on our website. By having the moShare button on your web property, you’re empowering your audiences to share the site’s content, including videos, photos, songs, and articles, straight to the text message inbox of whomever they choose. You can learn more at www.moshare.com
2. Why do you feel this is a unique service? moShare is built on top of our proprietary, industry-leading messaging platform that delivers over 70% of the MMS (multimedia messaging service) in the United States. Our technology allows us to send optimized, rich media content to any mobile phone regardless of manufacture, operating system, or carrier. Whether you’re on a smartphone like the iPhone, or a basic feature phone, you’re going to receive the highest quality experience tailored specifically to your device. The one device everyone has with them at all times is their cell phone. And the one service they use the most with their phones? Text. moShare is the only service of its kind that allows one to one sharing to mobile.
3. How do you see it changing the publishing landscape? We’re seeing a shift and difference in the way people are sharing content. While social networks such as Facebook and Twitter are a great way to get garner wide exposure, moShare fills the void when you want to share with a small group of close friends, family, like-minded individuals, and more. When you want to make sure your message or content gets in front of those you’re sharing with, you use moShare. Like many things, the publishing arena relies on effective marketing to generate public awareness around content. If you’re trying to promote a new book, it’s all about connecting with those that are going to engage, discuss, and get the word out. With moShare you’re giving those connectors a tool that they can use to make that happen.
4. How did the company get started and what is the experience of the principle players?
Our parent company, Mogreet, was founded almost six years ago here in Venice, CA by James Citron. Mogreet's management team is composed of industry leaders that have launched mobile businesses across five continents, advised many of the largest multinational brands on their mobile and digital strategies, and are widely recognized for their leadership and innovation.
Team members include James Citron, CEO, Norm Schifman, CFO, Anthony Rossano, CTO, Scott Rogers, VP, Sales and Brand Solutions
5. Is the future of everything in mobile? Yes. The truth is, the real second screen is the telephone. It is the tool people use to reach out to family, the tool they use when they are lost, or when they want to try a new place to dinner. 2012 is the first time consumer adoption, technological advancements and brand marketing dollars are all focused on the mobile industry. And it makes sense. This trifecta, along with emerging tools such as moShare, should create opportunities for both companies and consumers to share information across the mobile space.
Brian Feinblum’s views, opinions, and ideas expressed in this blog are his alone and not that of his employer. You can follow him on Twitter @theprexpert and email him at firstname.lastname@example.org. He feels more important when discussed in the third-person.