Advertising Cookbooks Online to the Right Audience Drives Cookbook Sales
Like most book publishers, cookbook publishers have seen a decline in sales over the past few years. As margins in book publishing have slipped, so have the budgets for marketing and publicity. To combat these reduced budgets, cookbook publishers have sought strategies to create hype when launching a cookbook. This is why we’ve recently begun to see publishers advertise new cookbooks online. Are you getting on Top Ten lists like the New York Times Top Ten list with your Advertising Cookbooks strategy ?
In our experience with advertising cookbooks, the campaign length is short (mostly 4-6 weeks long), high budget and the highly focused on getting results as quickly as possible. Which is why we target the cookbook to the most relevant audience.
The key to Advertising Cookbooks online is to quickly create hype around the cookbook release and sell as many copies as fast as possible.
So what’s the strategy to Advertising Cookbooks online?
As online retailers such as Amazon and Barnes and Noble begin to offer pre-release sales, a soft campaign should be launched on relevant and related sites. At this stage the advertising campaign should only serve just a few ad impressions per user per day. The key initially is to create general awareness and sales in the weeks to the lead up of the release.
Two or three days prior to the release of the cookbook, a more intense advertising / branding campaign should be commenced, possibly with different advertising creative. The ideal creative at this stage should be rich media with video interviews of the cookbook author or even just imagery of the recipes. Its about gaining attention and engagement with consumers.
Then the day before the cookbook is released, Roadblock Advertising should be undertaken, coupled with strategically placed Over the Page Advertising to get attention. This sort of intense advertising activity will generate a great deal of interest and sales, providing a quick return on investment for the publisher and hopefully a 2nd reprint of the cookbook. Remember it isn’t just about generating online sales, some consumers will still buy the book in a typical bookstore. The digital advertising is about getting the cookbook title and cover out there to an audience of consumers.
Sounds a lot of activity for advertising cookbooks ? Well not really. Compare this to taking outdoor, newspaper and magazine advertising and you’ll be surprised that cookbook advertising online is much more cost effective compared to other mediums. Remember the strategy hasn’t been to promote the cookbook to everyone. The advertising has been highly targeted at possible consumers and in this case, regular viewers of food websites and food blogs.
Online Advertising through a channel such as Gourmet Ads is ideal for any cookbook or cooking magazine release. So, if you’re a publishing executive and you’re currently charged with developing a publicity and media plan for a cookbook release, Request a Proposal from the team at Gourmet Ads for Advertising Cookbooks.