The Last Puerto Rican Indian - Marketing Strategy
Guerilla Marketing.
We have employed a marketing strategy that I like to call "Guerilla Marketing" and it consists in agressively going out to our community and presenting what we have to sell to them, such as a book or t-shirts with original designs, etc.
I use "guerilla marketing" as an agressive strategy to sell as many books a possible in the shortest period of time. I am bypassing the bookstores to sell the book. My approach is that the success of the book is directly tied to the amount of outreach and promotion that is carried out. And this strategy is working! It is different than the passive way of selling a book by way of the bookstores. Now, bookstores play a significant role in making books available to the public but when you are engaged in producing a book that does not cover a popular topic and that is produced on a shoestring budget then you have to take a different approach. Bookstores play a tactical role and after a significant number of books have been sold to the public.
Self Publishing.
"Guerilla Marketing" is a strategic approach that is significant because of the popularity of self publishing. Now-a-days anyone with a computer and a few good ideas anyone can write a book and publish it. That however, is the easy part. The hard part of publishing is the distribution of the book. And this is where my strategy is paying off. This strategy is also very hard work. It requires the writer and me, the publisher, to dedicate lots of time to go out to our community and make contact with individuals and organizations that would allow us to put together a book presentation/reading. We have been successful at this because of the long years of being involved in New York City's arts community. We easily set up readings in June and July through our contacts at The Brooklyn YWCA and in the Bronx at El Maestro Cultural Center. We then followed with a reading presenting by the Association of Hispanic Arts at Carlito's Cafe and then we followed that with a reading performance at The Nuyorican Poets Cafe in August.
Role of the Website.
The other key element of selling the book is to have made it available on the internet by setting up a page for the book and hosted by the publishing company that I set up: Cemi Press. Easily anyone with a credit card and anywhere in the world can loggon and purchase the book.
Promotion.
In either case, whether a live reading/presentation event or the internet promotion is key. This promotion is how we let the public know that we are here and that we have something of interest to them. The events carry two purposes: to sell the books and to promote the website.
The key to the marketing strategy is promotion and this is how we provide for a fast return on our investment. This marketing strategy has allowed me to recouperate my investment in a very short time. This was possible through the agreement that was made with the writer ofthe book that the initial income from the book be used to recover my initial investment. I have accomplished this in less than three months. Now, we are at the stage where the writer will be receiving royalties for the books.
We have employed a marketing strategy that I like to call "Guerilla Marketing" and it consists in agressively going out to our community and presenting what we have to sell to them, such as a book or t-shirts with original designs, etc.
I use "guerilla marketing" as an agressive strategy to sell as many books a possible in the shortest period of time. I am bypassing the bookstores to sell the book. My approach is that the success of the book is directly tied to the amount of outreach and promotion that is carried out. And this strategy is working! It is different than the passive way of selling a book by way of the bookstores. Now, bookstores play a significant role in making books available to the public but when you are engaged in producing a book that does not cover a popular topic and that is produced on a shoestring budget then you have to take a different approach. Bookstores play a tactical role and after a significant number of books have been sold to the public.
Self Publishing.
"Guerilla Marketing" is a strategic approach that is significant because of the popularity of self publishing. Now-a-days anyone with a computer and a few good ideas anyone can write a book and publish it. That however, is the easy part. The hard part of publishing is the distribution of the book. And this is where my strategy is paying off. This strategy is also very hard work. It requires the writer and me, the publisher, to dedicate lots of time to go out to our community and make contact with individuals and organizations that would allow us to put together a book presentation/reading. We have been successful at this because of the long years of being involved in New York City's arts community. We easily set up readings in June and July through our contacts at The Brooklyn YWCA and in the Bronx at El Maestro Cultural Center. We then followed with a reading presenting by the Association of Hispanic Arts at Carlito's Cafe and then we followed that with a reading performance at The Nuyorican Poets Cafe in August.
Role of the Website.
The other key element of selling the book is to have made it available on the internet by setting up a page for the book and hosted by the publishing company that I set up: Cemi Press. Easily anyone with a credit card and anywhere in the world can loggon and purchase the book.
Promotion.
In either case, whether a live reading/presentation event or the internet promotion is key. This promotion is how we let the public know that we are here and that we have something of interest to them. The events carry two purposes: to sell the books and to promote the website.
The key to the marketing strategy is promotion and this is how we provide for a fast return on our investment. This marketing strategy has allowed me to recouperate my investment in a very short time. This was possible through the agreement that was made with the writer ofthe book that the initial income from the book be used to recover my initial investment. I have accomplished this in less than three months. Now, we are at the stage where the writer will be receiving royalties for the books.
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