Archive for Market
Book launch success: the how
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Please indulge me a little as I share the secrets to the success of the recent launch of the book Women on Top, which I have project managed for authors Sally Healey and Terri M Cooper (left). We had over 170 very happy guests, so we were thrilled with the event! Judging by the buzz on Facebook over the last week, we know our guests were too.
I have blogged previously that we have Lois P Frankel in the pages of the book – a fabulous addition for women reading the book for its business advice and strategies. We were also able to coordinate the launch event for the book with Dr Frankel’s visit to Australia and so began the task of bringing together an event that was professional yet warm and fun for our guests.
Book launches can take many forms so it is a matter of deciding what will work best for you. You might run various small events in various locations, or a larger event where you carry the cost.
You might invite a group of industry peers or influential people to gather for lunch or a high tea and gift them a book, as you speak on a topic relevant to your book content and their industry. You could do something similar across several cities over a series of months.
There is no set ‘book launch’ formula – be creative and come up with a concept that suits you, your book and your intended readers.
Because Dr Frankel (left) was available as a guest speaker, we decided to create a sit-down launch event around the key messages in her books, which marry beautifully with the theme of our book, ‘women on top, against the odds’. We charged $97 per head, and were aware that some people would not attend because of that price point. We also knew the people we hoped would attend would see that as an indication of value, which we made sure we delivered.
We gifted all guests with a copy of ‘Women on Top’ and Dr Frankel’s latest book, ‘Nice Girls Just Don’t Get It’, and we were confident our guests would go home knowing they had received great value.
We also ensured there was plenty of time for drinks, food and networking prior to the formal part of the evening – and we had follow-up ‘thank yous’ from people who had made new and strong contacts.
The event took place on 14 June, so we started organising the event several months before that date, once Dr Frankel had confirmed her availability.
I then sourced a venue – The Pavilion in Breakfast Creek – with an events manager who was delightful to work with.
In order to promote the event we put the following in place: a website page, a pdf of the invitation for email use, online payment systems, and a facebook presence. We did not do a lot of paid advertising, and sought some media coverage in the weeks before the event. Contributors to the book were also asked to invite their own special VIP guests, so it became a real celebration and an opportunity for all of us to extend our networks.
We began inviting guest four weeks prior to the event, and received several bookings immediately, always a great sign that the event is hitting the mark. Bookings came in until the final hour, but one week prior we knew we had a great event on our hands.
The not-for-profit, Bravehearts Inc, organised and ran a fund-raising raffle on the night, which was very well supported. Founder, Hetty Johnston, is also a contributor to Women on Top, and tells the story behind its foundation.
As a result of the launch and the buzz about it, several opportunities for media coverage have already arisen, with much more to come. The launch is just that – a beginning: the next phase of the journey is underway.
Women on Top is available HERE.
Three independent publishers
Posted by: | CommentsThe Women’s Publishing Network June Writer’s Group special guests were members who have recently self-published non-fiction. They shared their background stories and lessons learned through publishing, speaking and marketing their own books.
Jane Grieve, author of ‘Slippin on the Lino’, a collection of short stories around the theme of motherhood, loss of career and identity, and the observations, frustrations and delights of raising children.
Diane Carter, author of ‘Dare to Live’, an inspiring autobiographical tale of life in Africa, recovery from a near-fatal hyena attack, and the courage to go on against all odds.
Lori Cartanega, author of ‘The Heartbreak Option’, the autobiographical story of her colourful life and the recent reunion with her son who she gave up for adoption many years ago.
Some of their recommended resources:
Printers: McPhersons Printing Group; Palmer Higgs; Griffin Press
Distribution & Sales: Palmer Higgs; Dennis Jones; Amazon; Fishpond; Lulu; Mary Ryan bookstores; Angus and Robertson; Dymocks…
When Jane was completing her book last year she received a lot of support from professional contacts she had made through her varied career: many endorsed her book and one such contact enabled her to sell her book through Pillow Talk stores when it was first released.
Lori and Jane have both opened up their own distribution into bookstores by being persistent and approaching stores directly. Jane approached the ABC stores by contacting the state manager and her distinctly Aussie book is on their shelves.
Jane has also recorded her stories in audio-book format in a professional studio in her home town of Warwick, and most recently contributed to the new publication ‘The Modern Women’s Anthology 2010′.
Diane’s focus is to use the book to promote her speaking career and is successfully selling books through her speaking engagements and online. She is also raising money through her book sales to support cancer charities.
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The Power of an Effective Press Release
Posted by: | CommentsCase Study
Lana Mitchell, owner of Backcreek Country Enterprises, contacted us for assistance with media releases when her business was in its early stages. The press releases we developed based on her original (sample No. 1 below) are included here so that you can see how to make your story a part of a much larger story. The principles used here can be applied to any business, book, service or product.
These press releases did the trick, generating much publicity for Lana’s business. She has done amazing work since then and has just won the 2010 RIRDC Rural Woman of the Year award for NSW.
BEFORE
Press Release No. 1 – ORIGINAL VERSION
Roses are red, but Flannels are new…
FIFTY years ago, it was a common sight when driving through the NSW countryside in spring, to see large numbers of Flannel flower (Actinotus helianthi) by the roadside. Their velvety white, daisy-like petals with green tips are distinctive and loved by many. In fact, earlier last century the Flannel flower was a common subject for paintings, drawings, tablecloths, and even tea towels. Encroaching urbanism and illegal wild-harvesting of the wildflower in the last 20 plus years changed this dramatically.
Questioning many under 30’s one finds they have never heard of, let alone seen, a Flannel flower. It is rarely available in the common florist shop, and more than 85% of
Flannel flowers that are grown commercially are exported overseas to markets where the flower’s distinctive look and long vase-life have made it immensely popular.
A young woman in the Canberra region has taken action to change this. A few years ago, searching for an enterprise that would satisfy her love for growing things green, as well as her desire to cultivate and promote Australian wildflowers, Lana Mitchell, of Backcreek Country Enterprises, decided to put her basic training in botany to the test. She set herself a goal to be the first commercial cut-flower grower in Australia to grow the Flannel flower using the technology of hydroponics, and in recent times she has done just that.
“It has been an interesting journey to blaze the path for Australian native wildflowers with hydroponics. It is common place for vegetables like tomatoes and lettuce to be grown hydroponically, and many of the exotic cut-flowers you see in a florist, such as roses, carnations and gerberas, are grown this way today – but our own local flora has been still in the Dark Ages. The potential and strengths of our native wildflowers are slowly being realised, and I am really proud to have a part in setting up a sustainable practice that makes our flora available in quantity and with quality to the Australian public.”
A recent study by Centre for Native Floriculture at the University of Queensland details that the Australian cut-flower industry is valued at $AU170 million, with the majority of flowers produced being exotic species such as roses, lilies and gerberas. Australian natives are estimated to share only 10% of the domestic market, while over AU$29 million worth of exotic flowers are imported each year.
“People should really think twice when they are buying cut-flowers,” Ms Mitchell said. “Our local wildflowers, such as the Flannel flower, are beautiful, unique and versatile, and they have not traveled half-way around the world to land in our bouquets. Locally-grown native flowers are suited to our environment and climate, drought resistant and also carbon-negative when compared to exotics. They are “Australian made” in the full sense of the term and they deserve our support.”
AFTER
Press Release No. 2 – REVISED VERSION
Roses are red, but Flannels are new…
A recent study by Centre for Native Floriculture at the University of Queensland details that the Australian cut-flower industry is valued at $AU170 million, with the majority of flowers produced being exotic species such as roses, lilies and gerberas. Australian natives are estimated to share only 10% of the domestic market, while over AU$29 million worth of exotic flowers are imported each year.
A young woman in the Canberra region has taken action to change this.
A few years ago, searching for an enterprise that would satisfy her love for growing things green, as well as her desire to cultivate and promote Australian wildflowers, Lana Mitchell, of Backcreek Country Enterprises, decided to put her basic training in botany to the test. She set herself a goal to be the first commercial cut-flower grower in Australia to grow the Flannel flower using the technology of hydroponics, and in recent times she has done just that.
Fifty years ago, it was a common sight in Spring to see large numbers of Flannel flower (Actinotus helianthi) by the roadside in country NSW. Their velvety white, daisy-like petals with green tips are distinctive and loved by many. In fact, earlier last century the Flannel flower was a common subject for paintings, drawings, tablecloths, and even tea towels. Encroaching urbanism and illegal wild-harvesting of the wildflower in the last 20 plus years changed this dramatically.
Many under 30’s say they have never heard of, let alone seen, a Flannel flower. It is rarely available in the common florist shop, and more than 85% of Flannel flowers that are grown commercially are exported overseas to markets where the flower’s distinctive look and long vase-life have made it immensely popular.
“It has been an interesting journey to blaze the path for Australian native wildflowers with hydroponics. It is common place for vegetables like tomatoes and lettuce to be grown hydroponically, and many of the exotic cut-flowers you see in a florist, such as roses, carnations and gerberas, are grown this way today – but our own local flora has been still in the Dark Ages. The potential and strengths of our native wildflowers are slowly being realised, and I am really proud to have a part in setting up a sustainable practice that makes our flora available in quantity and with quality to the Australian public.”
“People should really think twice when they are buying cut-flowers,” Ms Mitchell said. “Our local wildflowers, such as the Flannel flower, are beautiful, unique and versatile – and they have not traveled half-way around the world to land in our bouquets. Locally grown native flowers are suited to our environment and climate, drought resistant and also carbon-negative when compared to exotics. They are “Australian made” in the full sense of the term and they deserve our support.”
OPTION 2
Press Release No. 3 – REVISED VERSION
Counting up carbon miles traveled by cut-flowers
In the UK, mounting consumer concern surrounding the sourcing of cut-flowers and “carbon miles” traveled by imported cut-flowers is forcing florists and flower companies to draw up eco-friendly guidelines.
Here in Australia over AU$29 million worth of exotic flowers (such as roses, gerberas, lilies and carnations) are imported annually. In addition to the long distance these flowers have been transported, in some cases these flowers have also been grown in heated greenhouses with artificial lighting, and with CO2 to force rapid flowering.
A recent study by Centre for Native Floriculture at the University of Queensland details that consumer buying habits are part of the problem. Australian wildflowers, of which there is are huge variety, are only 10% of the existing $AU170 million domestic cut-flower market. Further, Australian native flowers are not well known by florists and the public, with both often having misconceptions on their availability, range, prices and characteristics.
Ms Lana Mitchell, of Backcreek Country Enterprises, NSW, grows the Australian Flannel flower commercially and has observed the situation when offering her product to florists. “If I call up a florist and offer locally grown, high quality Flannel flower, routinely I am told they are not interested. If I show up on their doorstep however, with a bucket of fresh flowers, the response is totally different. I routinely find the florist has never actually seen a Flannel flower before and they are amazed at the size, quality and beauty of it. Combine that with its long vase-life and I invariably make a sale.”
“The misconceptions and ignorance of our native wildflowers,” Ms Mitchell said, “makes it hard for local growers, who are working to make our local flora available to the Australian public. There is such a variety of unique, versatile and attractive flowers that can be used in arrangements today, it is a pity that we fly in exotics from overseas. We need to build consumer awareness and really encourage this niche industry.”
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