How We Create a Buzz
1. Sales Teams
Marketing presents your book, with key selling points, to our sales force including:
- National Account Managers (Amazon, B&N, Ingram, Baker and Taylor, Bookpool)
- Field/Independent (Digital Guru, Quantum Books, Stacey’s, Powell’s, Stanford U Bookstore)
- Mass Retail when applicable (Fry’s, Best Buy, CompUSA, Costco, Sams Club, Walmart)
- Higher Education when applicable
- Corporate (Cisco, Sun, Microsoft, Fortune 500)
2. Cooperative Marketing Spending (Co-op)/Promotions
- Work with retailers and national accounts to explore appropriate in-store (or online) promotions. This includes major accounts such as Amazon and Barnes & Noble and independent resellers.
- Examples of promotions include: Amazon Past Buyer Mailings, End Cap placement.
3. Conferences and Tradeshows
- We attend 15-20 tradeshows and events a year
- Where/when appropriate, we will include your book on the suggested book list sent to conference bookstores, display the book in our booth, and work with conference organizers to provide them with promotional materials
- When appropriate book will be included in post-event promotions
- If appropriate, we will provide conference attendees with a teaser chapter if book is not yet available
- We provide authors with promotional copies of the book and/or flyers when they are speaking at events
4. Collateral
- Master flyer with book description, TOC and ordering info for authors to distribute when appropriate (speaking engagements)
- Product catalogs and brochures
- Promotional flyers
- Author support materials
- Teaser chapters
- Pre-publication galleys and bound manuscripts
5. Publicity
Publicists help to educate and inform our sales teams and our core audience of important imprint information, press coverage, and author and book features. Publicity opportunities are conducted through:
- Media Relations: Publicists build and maintain strong relationships with key media contacts. Efforts include building comprehensive media lists, sending review copy mailings, gaining coverage and reviews, tracking and relaying coverage, and developing a presence with the media at relevant trade shows.
- Content Distribution: Promote authors and titles by distributing author-driven content such as articles, tips, interviews, and chapter excerpts to targeted sites and publications. Such content increases exposure and awareness of the authors’ expertise.
- Community Outreach: Build relationships and work with user groups, reviewers, professional associations, forums, and news groups to obtain book reviews, inform the community of key announcements, and coordinate possible author appearances and speaking opportunities.
6. Pearson Online
- Imprint site (awprofessional.com, samspublishing.com, prenhallprofessional.com, ibmpressbooks.com, ciscopress.com, quepublishing.com, informit.com)
- Special promotions
- Member discount programs
- Electronic newsletters
- Homepage placement
- Individual book page which includes preface, TOC, sample material, source code is applicable
- Buy X Get Y promotions
- Past buyer mailings
- InformIT.com
- Special promotions
- Articles
- Newsletters
7. Advertising
- Print ads are considered for Dr. Dobb’s Journal, MSDN, IEEE, Technet
- Back of Book ads
- Web advertising