Rejuvenation

Easter is a season of renewal and rejuvenation--everything begins anew. How about taking some time to update and spruce up your cookbook marketing endeavors? Many of you Junior Leagues will be changing over to new committee chairs soon -has the successor been thoroughly trained? Is she coming to Cookbook University? Have you taken her through a session on what you would do differently if you had your term to do over?

How about those of you who are individual publishers? When was the last time you gave serious attention to your overall marketing plans? What marketing activities are not getting results and should be deleted in favor of new endeavors? Sometimes we fall into the trap of doing things over and over and expecting different results. It doesn't work.  How about considering a renewal of energy and ideas by attending Cookbook University in May?

A successful marketing plan is constantly ongoing and changing. Invest some time now to lay out your plan for the rest of the year but always be open to new ideas along the way.

Action Gets Results

One of the biggest challenges for non-profit organizations is the summer down time for volunteers. FRP holds its annual cookbook training, Cookbook University each spring because that is when new volunteer chairs take over. Unfortunately, they then go home to “on vacation” committee members.

In spite of that, the better and more committed Cookbook Chairs take the time to make sure various actions are ongoing during this time and are actively laying plans for the fall when the volunteer starts back up.

Here are a few examples:

The Junior League of Tampa—Denise Schultz and Aspen Kohl are brand new cookbook chairs from a League who has a 50 year history of successful cookbook sales efforts. They have two new ideas to implement—one for now and another new effort when the League year kicks off.

• Hosting a brunch for past Cookbook Chairs to promote the books, especially since the highest percentage of people who buy books are baby boomers (Sustainers) and they want them as our advocates. They also plan to do a quick brainstorm session titled, “what worked while they were chairs and what didn't”.
• The Iron Leaguer competition before every meeting to create buzz around the cookbook table. Have a competition prior to the General Membership Meetings between two League members using the same ingredients they but can choose any recipe out of one of the Junior League of Tampa books. The members vote on which one is better and who wins. The point is to get people out to the cookbook table to buy books! They plan on announcing the competitors on their Cookbook Facebook page with a picture of each person and stats, etc. like boxers. Make it fun!

The Junior League of Tallahassee—Sarah Collins and Emily Howard are also brand new chairs and their book is going into its second year. They share the following:

• Emily and I are so excited to announce our first task as the incoming Cookbook Chairs is the launch of our blog! We will be taking the League year to cook our way through A Thyme to Celebrate! We are working hard on promotions for the blog and are already receiving a great response!”

The Junior League of Pensacola—Mandi Edwards is a Past President of this League but decided to take this placement rather than go sustainer. That is real dedication. Although the League is small they have a steady cookbook business with two titles (Some Like it South and By Invitation Only). Mandi has done some good planning and is ready to start the year with some strong goals.

• Quarterly press releases to Pensacola and surrounding area media outlets
• Add 10 more retail stores to our list
• Combine swaps from FL Leagues into a 3-4 book package at a discount
• Work with Wines for Humanity to hold 3 combined (cookbook and wine tasting) events this year
• Create a media kit for both books

While each of these groups is a Junior League the same principles apply to any self-publishing group. Using a cookbook as a fund raiser means you are setting up a business which requires a business plan, marketing strategy and product movement to generate profits. What are you doing to create a demand for your book?

It's Never too Late for School

One of the first questions I am asked by potential publishers revolves around how to market a successful cookbook. I am here to preach the gospel about FRP's Cookbook University. This is THE #1 TOOL IN THE USA FOR AN EDUCATION ON HOW TO CREATE AND MARKET A COOKBOOK. Yes, these "all caps" are for emphasis.

FRP Cookbook University grew out of a seminar developed by Ellen Rolfes and Helen Hayes, two former Junior League Cookbook chairs from Memphis in the early 70's. Since that time, the FRP staff has solidified and enhanced the curriculum. We have added a track on creating a great community cookbook as well as sessions related to current and classic marketing techniques. Remember, social media didn't even exist a few years ago.

This year's edition of FRP Cookbook University will be hosted in Nashville, TN and the location at the Downtown Doubletree should expand the fun of the conference. Downtown Nashville is a vibrant atmosphere with plenty of good food and entertainment. There will be guest speakers as well as "Master Level" classes, in addition to the regular curriculum.

The dates are May 19-20. For your convenience, here's the link for registration and details. This conference is relevant for anyone, an individual or an organization with the desire to publish a cookbook.

Here are some comments from past attendees:

"I enjoyed attending FRP Cookbook University and appreciate the opportunity to learn from both FRP staff and my fellow publishers. I found the sessions to be informative. I look forward to putting all this information to good use." - Aleris C. - Junior League of Wichita

"I had so much fun at FRP Cookbook University! FRP is an amazing company with an incredible staff. Y'all made us feel so at home. I not only learned a ton, but I also made some really great friends! It was a great two days, so thank you!" - Lyndsey S. - Junior League of Houston“Very helpful material to carry back to my office and chapter.” - Sheryl W. - AT&T Pioneers Alabama Chapter 34

“I consider FRP Cookbook University instrumental in motivating us to write our own cookbook. The resources provided are well worth the investment.” – Charles P., Beaufort Grocery Company

“I can’t tell you how much we benefited from coming to FRP Cookbook University. We both really feel like we have a good hold on the process and have the knowledge to make a wildly successful book. It was such a pleasure to put a face with all the people we will be working with on throughout the process and are looking forward to our finished product. If you have a new client wavering over whether to go please give them my number—it is definitely a must! We feel we have made the best decision on working with your company to create a lasting piece for our school. It was such a wonderful bonus too to meet others who have gone through or are going through the process as well.”
Shannon G. - Kerr-Vance Academy

I'm Back

After a 2 1/2 month absence I am back in the saddle. When one has experienced a health crisis, as I did, the perspective of life changes a bit. I have been blessed with prayers, good wishes and lots of support from family, friends and clients--thanks to all for the support. Since I last posted the new cookbook for Junior League of Chattanooga came out. Their website is a great example of taking advantage of social media to promote a community cookbook.

http://www.seasonedtotastecookbook.com/

Seasoned to Taste is a beautiful book and has recipes in each section that are superb. I sent an e-mail to one of the members with a list of recipes I want to try--no doubt this book will be popular for some time to come.

Amaretto Fruit Salad

Serves 6 to 8

1/2 cup amaretto

1/2 cup white wine

2 teaspoons fresh lemon juice

3 tablespoons sugar

1 bunch grapes, sliced

1 small honeydew melon, finely chopped

1 small pineapple, finely chopped

1 pint strawberries, sliced

1 large banana, sliced

1 sprig of fresh mint for garnish

Whisk the amaretto, wine, lemon juice and sugar together in a bowl until the sugar dissolves. Combine the grapes, melon, pineapple and strawberries in a large bowl. Pour the amaretto mixture over the top. Chill, covered, for 8 to 10 hours. Just before serving, stir in the banana. Garnish with the mint.

NOTE: Substitutions can be made with the fruit according to season and availability.

Bringing Back Old Favorites Can Bring New Funds

This week, I was out traveling in Florida meeting with good folks who have a need to better their communities or simply have a story to tell and wish to do so through a cookbook publication. The week was filled with questions and answers, and hopefully, excitement about a project that will keep contributing into the future.

An example is the Junior League of the Palm Beaches. This Junior League currently has an active cookbook titled Worth Tasting. Worth Tasting focuses on the unique architecture and historical buildings that exist in the Palm Beach community by focusing on foods that have been served in these homes or buildings for special occasions through the last 100 years.

Little did the League realize in previous years that they were creating assets that could be leveraged in 2011 by creating earlier cookbooks. The League’s original cookbook, Palm Beach Entertains was created 50 years ago and the League is considering reprinting this charming and storied title. In addition to this book, the League published a 2nd title in the 1990’s titled A Slice of Paradise, which has been out of print for some time. The current consideration is to keep at least 2 of these titles active.


This same process is happening in other communities throughout Florida, and it is exciting. We all eat three meals every day—we entertain with food—we conduct business with food—we talk about food. Food is the sustenance of our lives and for many communities the sustenance for sustaining special projects that need funding.

If you are part of an organization or community that loves your culture, your special traditions, and have a need for funds, please consider developing a community cookbook as one source of your income.