We wanted feedback and a greater audience before publishing the print version of our new book. We gambled on a ‘public and peer review’ to help improve the quality of our book, and at the same time get out word of mouth. Did it work?
Authors and business people often go to extremes to publicize their book or product launch. Sometimes, the most successful method can appear in front of them. Take for example, book publicity. It is the one of the toughest cases to crack. Each year, at least 50,000 authors are published in the United States. Tens of thousands of authors publish electronic books. Most fail to get noticed. Very few achieve any of their goals as authors – to build up readership.
Here’s a way to get the word out and polish off your book before it hits the stores: sampling. Major corporations utilize focus groups, pollsters and other marketing experts to build up their brand name. This is similar to planting seeds to get a garden or orchard to grow. The more seeds you plant, the better your chances to grow vegetables or apple trees. As an author, you can use sampling or “seeding,” to build up awareness of your book. During the publishing process, we discovered a clever way to attract readers, and at the same time, we can upgrade our book.
Is the relationship between advertisers and consumers hitting a rough patch? As any good marriage counselor will tell you the root to a good marriage is communication, communication, communication.
With the introduction of Web 2.0 and social media, we have entered an age where the old methods traditionally used to define and place consumers in the appropriate demographic is increasingly becoming obsolete.The introduction of newer technologies has seen the well known ‘tick-a- box consumer’ of old evolve into a more sophisticated, computer savvy demanding breed .
Consequently, the use of these technologies has had a dramatic effect on how advertisers and audiences interact with one another. An effect, which we as advertisers need to take on board. We need to start opening dialogues with our consumer. This is because if there is little or no satisfaction, the’new breed’ will be direct in telling us so and will more often than not give us suggestions for improvement,on both our products and absolutely on our ability to communicate. We need to make sure there is an open forum where conversation is possible. Either that or face an unhappy crowd that’ll leave us high and dry in this big old cyber world.
It is no longer enough to know the consumer, we need to dialogue with them.
So how do we get to know them beyond the old tick box — age, sex and location…and bring the love back?
Guest post by blur-marketing.com