That success put author Paula Hawkins at #8 on the Forbes list in 2017.
It was a dream scenario.
That’s not what fascinated me.
The marketing plan surrounding the book and movie’s release did.
There were flash mobs for the sole purpose of taking pictures with the book while on the train. (see what they did there?)
The marketing department integrated snapchat geo filters so people could check in where they saw specific advertising.
Digital billboards went up in train stations and subway platforms.
They went right to their advertising base and met them where they congregated.
On public transporation.
And social media.
That isn’t to say social media advertising works every time. Nothing is a hundred percent accurate but if done correctly it can be effective.
Here’s three things I took away from that marketing campaign.
- You have to find out what’s unique about your book and run with it. For example: If your book is Christmas themed your bookmarks could be in the form of a small Christmas card.
- Know who your target market is. (Spoiler Alert: it’s not everybody) For example: My current WIP is crime fiction. So my primary market would be women over 30. My secondary market would be men over 40. That’s not to say I can’t entertain the 18-29 crowd of readers. They just represent a smaller percentage of my target audience.
- Doing everything on your own is not a badge of honor. For example: Some authors do everything by themselves because they don’t want to spend the money. Cutting corners never works in the long term and readers can see right through a rushed book. I can’t do everything on my own nor would I try to. Part of being a good business person is knowing when to put people in a position to help you elevate your business. The most successful authors have a strong team to assist them on their publishing journey. I wouldn’t have it any other way.
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