Marketing 101 Action Step

Marketing anything in today's competitive marketplace is far different than in years past; and a cookbook is no different than any other product or service. Taking advantage of social media is tantamount as a significant aspect of one's marketing plan. One of the elements that make up a social media strategy is blogging.

In the most recent edition of Favorite Recipes Press e-newsletter, Table Talk, is a great article on how to get started as a blogger. If you are developing a new regional cookbook the time to start blogging is not after the book is released but rather as the book is developing. In fact, you will have more material than you know what to do with as you blog about the development process, the recipe testing, photo or image selection and non-recipe copy. No doubt there will be humorous stories to tell as well as more serious ones.

Even if you are marketing a book that has been in existence for some time you should still make use of developing followers via your blog. Take the first step and get started.  To help you I've included the article from Table Talk below.

BLOGGING…how to and when to…

Blogging started out as people simply journaling about their day-to-day experiences, thoughts, opinions, etc..etc…  It has evolved into the main online avenue through which “experts” in their fields are found, followed, and relied upon by the average person all the way up to the main editorial departments of major news publications, for information specific to their area of expertise.

Getting started with a blog is relatively simple – there are various systems you can use which have no costs involved. The most used is BLOGGER which is very user-friendly.  More importantly it is a part of the Google system and therefore has a built-in significant “find” within that search engine giant.

Building a blog template takes less than 30 minutes to put in place using their wizard. There are plenty of template styles, widgets and gadgets you can use to jazz up your overall blog look and layout.  It is up to you how much you want to customize your blog layout.

So, start simple and build on it.

First, as in all things Social Media, you have to determine WHO you want to connect with in regard to WHAT your interest or area of expertise is. Do some research at other blogs that you personally follow and see what people are talking about.

Try to blog once a day if you want to really be taken seriously in a professional or expertise environment. Some people only blog one or two times a week which is acceptable for a more relaxed personal style, but the blogger who only blogs when they have something significant to say about themselves won’t have much of a following.

Content Is King - a nice mix of original content, along with curated content with just a dash of promotional content will make for a more meaningful relationship with your community. Curated content is information you share form another “resource” you trust on any given subject. Add your own perspective to the curated content you are sharing, so you don’t just repeat the same information. Be sure to always give full credit on curated content.

Most people check their favorite blogs first thing in the morning and with a quick read through can determine an idea on what their own post for the day might be to pickup on any hot-topics-at-hand. That’s not to say you can’t put up posts that are entirely of your own original thought subject matter – just be sure it’s relative to the interest of your community followers. In fact, setting up scheduled posts that automatically roll out each day is a great way of daily posting when you have a very busy schedule on hand or go on vacation.

Be sure to comment on other blog postings – this will encourage them to do likewise on yours. When their followers see them post on another blog, this can cause them to check you out and potentially become regular followers of your blog too.

SHARE BUTTONS are a great way for people to quickly add your blog postings to their own social media areas. You can find information for the code needed to add share buttons to your template from any number of resources. When adding share buttons to your blog, it’s a good idea to add that line of code to the end of each post, not just on the blog home page. That way each post can easily be shared even if it’s not on the main home page where the most recent posting will sit. You want to make it as quick and easy as possible for people to pass along your postings…and don’t forget to post it to your own FACEBOOK and TWITTER accounts as well.

So, Blog Early and Blog Often on subjects which are near the heart of your community of followers for optimum results! 

What do you think? Can you envision the fun you can have with developing and writing a weekly or daily blog? I would love to follow your blogs so let me know when you get started. In addition, here are a few links to client links that you might enjoy reading.

Junior League of  Tampa
Junior League of  Tallahassee
Junior League of  Baton Rouge
Junior League of Charleston
Historical League
Meal Makeover Moms
Holly Clegg

TESTIMONIAL TO SOCIAL MEDIA

The two co-chairs for A Thyme to Celebrate are Emily Howard and Sara Collins. These are two very "fired up" ladies who are on top of every marketing detail.  These ladies and this League are well aware that getting the word out about their fantastic book through social media will pay off in sales results. 
I received this note from them last week,

"We are so excited to tell you about the launch of our new blog, athymetocelebrate.blogspot.com! Published in 2009, A Thyme to Celebrate is the Junior League of Tallahassee's second cookbook installment. This year, we have taken on the challenge of "cooking our way through the cookbook"! Be sure to follow our adventures on the blog as we cook/bake/mix, photograph, and document each delicious recipe!"

They have promised to share some stories of the results generated from the blog. Please join me in signing up and following along with this fun and informative blog.

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?

Another Florida Success Story, A THYME TO CELEBRATE

The Junior League of Tallahassee is a long time believer of funding their community projects through the proceeds of their cookbook sales. This League had not published a new cookbook since 1988 when Thymes Remembered was launched. Thymes Rembered sold approximately 50,000 copies over 4 printings and raised over $500,000 for the League’s many community projects.

Tallahassee, a classic “southern” city, home to a major University and the Capital City of Florida is inundated with events where food quickly becomes a focal point. It’s no wonder that the ladies of the Junior League of Tallahassee know how to cook and throw a party. Here is what the League has to say about their new title A Thyme to Celebrate:

"A Thyme to Celebrate, Junior League of Tallahassee’s second cookbook was published in October 2009. It was designed to reflect the diversity of the southern community of Tallahassee. Already a kitchen staple like its predecessor, the beautifully hardbound cookbook features a forward and recipe by Celebrity Chef Art Smith, recipes from notable Tallahasseeans and some of our favorite restaurants, culinary tips, recipe nutritional information and little-known Tallahassee tidbits. In order to raise funds to pay for the cookbook, several factors were involved, including a sponsorship drive, pre-sales campaign, a Taste and Toast Launch Party held in September 2009, community partnerships and retail placement.

As we begin our 2010-2011 League year, we are “Tickled Pink” to announce that within a few months of the book’s publication, more than 4,000 books sold, and thus we have paid off the cookbook! Now, all of the proceeds go straight into funding projects benefiting children and families in the Tallahassee area. The ongoing goal for this year is to continue to increase the sales of our cookbook both at the local and regional level. By cultivating the relationships with our current community and retail partners and garnering new ones, advertising in regional and national publications and having a presence at local events, we are already well on our way to depleting our inventory and ordering more books to print. A Thyme to Celebrate is more than just a cookbook; it is valuable tool to making real changes in our community—helping others never tasted so good!

A perfect addition to your own collection, or an ideal gift for holidays, weddings and birthdays, cookbooks can be purchased directly through the League office by calling 850-224-9161 or visiting www.jltallahassee.org.

Tickled Pink
1 (12-ounce) bottle lemon-flavored beer
1 (12-ounce) can frozen pink lemonade concentrate, thawed
1 cup vodka
Crushed ice
4 lime wedges

Mix the beer, lemonade concentrate and vodka in a bowl. Fill a blender container halfway with crushed ice and add one-half of the beer mixture. Process until slushy. Pour into a serving pitcher. Repeat with the remaining beer mixture and crushed ice. Pour into glasses and garnish each with a lime wedge. Serves 4.

Recipe found on page 163 of A Thyme to Celebrate "

Remember, when you buy a true “community” cookbook you not only get a great value for your money, but you are also helping others in need. The profits from every Junior League cookbook sold support worthwhile projects within the community—volunteerism and generosity of spirit is something that sets the US apart from all other societies.