Marketing can be scary for a lot
of people, especially those who have never done it before or the quiet,
shy sort who don’t like to be the center of attention. I’m excited to
share a series on Neighborhood Marketing that is fun and effective.
Instead of intrusive ads or blaring lights, think of marketing more in
terms of a fine dining restaurant experience.
Varied courses build a delicious
meal. It’s the layered courses that give long-term staying power and
satisfaction. A well-prepared meal provides an excellent opportunity to
communicate and connect so people can build relationship and trust with
Marketing doesn’t have to be
scary at all if we define and understand the dishes and specials from
our restaurant’s menu.
big picture, all the choices on the menu.
constant placement of name recognition, like coffee refills. It’s often
used as a general term in place of marketing, but really it is the
concept of placement (where you buy or get the “ads” and where your
consumer will see, hear, or experience your name and your product).
chef’s special that includes a specific and targeted concept, usually
short duration versus long-term. A chef regularly changes his special.
specific campaign that creates a buzz about your product through media
outlets like radio, newspaper, online, television, etc. This would be
the coupon that brought you to the restaurant to try it.
Placement or Buy—your
choice of dish as told to the waiter, a specific purchase in a specific
place, such as a radio contract or magazine ad purchase or even a
long-term Blog Talk Radio show.
Trust is how consumers decide
where to spend their time and money. The key is to connect directly to
those in the immediate vicinity. Signs, printed material, personal
contact, and professional courtesy are only the beginning. Neighborhood
Marketing encompasses repetition and connecting to those surrounding
opportunities, not just the one place you are working that day.
Many of these things will come
into play in a good marketing campaign, but it is the layering multiple
opportunities that create depth and staying power. We’ll talk more
about layering for multiple connections to your target market next
month and how American Christian Fiction Writers are going to approach
marketing in their “neighborhood” while building a layered familiarity
and trust in potential members and readers. You can tweak these
concepts and use them in your marketing, too.
Tip on promotion versus
advertising: Advertising gets name recognition through
repetition. Promotion gives us the ability to offer a call to action.
What’s happening over
at American Christian Fiction Writers and why should you be a part?
Because your small membership fee gives you free online classes and
up-to-date information as soon as it is released on our ACFW
conference! Check these benefits out!
2009 ACFW Courses
Meredith Efkin teaches Unputdownable: Structuring a
McCoy teaches Building a Cast of Characters: How to Create
Important Characters and Avoid Filling Your Story with Unnecessary
Burns teaches Agent Too Shy to Pitch or Promote
Nelson teaches GMCs and MRUs: The Muscles and the Molecules
July Meet the
ACFW Operating Board through one week mini-courses:
Week 1 Cheryl
Wyatt Plotstorming (character-driven brainstorming
Week 2 Pam
Meyers Deep Point of View
Week 3 Angie
Breidenbach Overcoming Your Pirates: Negatives That Hold You
Back from Your Goals
Margaret Daley teaches Using the Five Love Languages to
Enrich Your Stories
Hauck teaches You Write Like a Girl
Cara Putman teaches I’m Headed to the Conference, Now What?!?
Sep 17–20, 2009
Conference in Denver, Colorado
Rondeau teaches Critique Groups
Kathy Fuller and Jill Ellen Smith How to Write Your Passion
and Still Get Published. This course will focus on
encouraging writers not to give up writing “the book of their heart”
but to also seek out other opportunities for publication. In other
words, write your passion, but write things that are marketable, too.
December no course (really?)
Think about it. Honestly, who has the time? We give you a break to
celebrate the birth of Jesus and to keep your family time precious.