Promotion Plan for Fiction Book – Capturing the Jerry O’ Connell/Ambrose Bierce Demographic

Fiction Book Proposal Promotional Plan
Must Reach Jerry O’ Connell/Ambrose Bierce Demographic

In the increasingly fragmented world of literature, a book of fiction such as mine must take a niche approach to marketing. It lacks mass appeal. I have decided a good target market would be those people that both enjoy the witty satire and 19^th century literary works of Ambrose Bierce, as well as movies like Kangaroo Jack and TV shows like Crossing Jordon. I have located this person.

Teddy van Dalfsen

3882 Carson Street
San Diego, CA 92111

Birthdate: November 14, 1984
Occupation: Chemical equipment tender

I would recommend the following campaigns to reach this target market.

• A Google Adwords campaign. Regrettably, Adwords campaigns cannot be targeted to a specific address or computer; however, it can be targeted by zip code. While this will result in some Google ads being displayed to the nontarget audience, it should be an effective way of reaching those that are in that zip code and in the target audience.
• Facebook ad campain targeted to the following demographics:
  • Age: 25 – 25
  • Sex: Male and Female
  • Who like Ambrose Bierce
  • Language: English and Dutch
• Aggressive Email campaign. I would recommend purchasing an email list from a vendor that covers the target market, and sending a combination of informational and promotional emails to increase clickthroughs to a landing page optimized for conversions.
• Point-of-sale display. I would advise constructing a 10 foot tall point-of-sale display with copies of the book and messaging that addresses the emotional needs of the target market. The San Diego Mission Valley Borders store is near the home of the target market.
• Book signing. In addition to a point-of-sale display at the San Diego Mission Valley, I should appear for a book signing on a Wednesday at 2:00 when the target market is known to take a break from tending chemical equipment.
• Direct mail. A jumbo postcard with 90% of the text of the book as a teaser. Sent once a week for 49 weeks.
• I will personally talk up the book through the following venues:
  • Door-to-same-door selling
  • Traffic Ambrose Bierce and Jerry O’ Connell web sites
  • Feature the book prominently on my blog, directly addressing the target market with posts loaded with “Ambrose Bierce fiction” and “Jerry O’ Connell movies” phrases for search engine optimization

I am confident that these promotional efforts will capture 100% of the target market.

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