The Intern Challenge
The intern will have a unique opportunity to create a marketing plan using historical and/or new methods to gain author and book name recognition and create sales momentum. Working with Van Kirk, the intern will execute the plan as rapidly as possible, making adjustments whenever needed. Deliverables will include:
* Documentation of the current best practices for quickly ramping up book sales.
* A step-by-step marketing plan listing key project activities and completion dates.
* Creative solutions for differentiating Van Kirk and his work from his peers.
* Fully functioning social media applications.
* Periodic reports of actions taken and results achieved.
Intern Learning Opportunities and Outcomes
Many opportunities are imbedded in this project for the intern to hone his/her skill sets. These include:
* Demonstrating the ability to quickly analyze an industry and determine the business opportunities and risks.
* Displaying up-to-the minute knowledge of social media strategies and techniques.
* Creating break-out ideas to differentiate the author from his peers.
* Differentiating business strategy from tactics.
* Executing action plans and reporting results.
Intern Education and Experience Requirements
* Attending a two or four year college
* Proficient in using social media and maximizing exposure to new audiences
* Familiar with tools available to grow website traffic
* Creates clear and concise Word documents
* Able to build project plans in Excel
* Strong verbal communication skills
* Organized
* Analytical
* Demonstrates a sense of urgency
* Possesses a sense of humor
* Enjoys fiction
Internship Assignment Opportunity
Determine how to differentiate an author’s work in the marketplace, resulting in a significant increase in sales while maintaining a low marketing expense to books-sold ratio. Create an effective marketing plan and participate in its execution.
Publishing Industry Today
The publishing industry has been going through dramatic changes in the last five years:
* More people are writing long fiction and fewer people are buying it.
* Traditional publishers are investing in fewer, new authors. Even when selected, new authors typically receive little to no marketing support.
* Electronic distribution of books, e.g. the Kindle and Nook products, are changing the economics and product pricing of the industry.
* Self-publishing has become a viable alternative, but is riddled with poor to mediocre work, hurting the reputation of well-written texts.
* Selling large quantities of self-published books (more than 5,000 copies) hinges on making prospective buyers aware of the author and text in innovative ways and motivating them to purchase it.
* An author’s forte is manuscript writing, not marketing.
Creating Author Name Recognition and Sales
Historical methods include book readings and signings at bookstores, libraries, and coffee shops as well as participation at author events such as book club meetings. They also include interviews with newspaper, magazine, radio, and TV reporters; book reviews; and building mailing lists. These all appear to be time-consuming and inefficient.
New approaches include using social media such as Facebook and YouTube as well as websites to build awareness, a fan following, and sales. These approaches are most often recommended by industry pundits. Unfortunately, specific actions that will lead to success are not discussed.
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