Network promotion helps push books hot sales

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With the flourishing of network literature, the sales market of traditional printing books has been impacted unprecedentedly. With the rapid development of marketing mode, the mode of book marketing should be constantly seeking breakthroughs as the times develop. The self-help book published by the Million-volume publishing house is the beginning of poverty, is Taiwan writer Zhou Chunming, this time with us to promote cooperation is to promote book sales, while the author's influence from Taiwan to the mainland. China-Yee promotion through the "author marketing" as the marketing core of the use of Network marketing platform and public relations activities Marketing, expand the author's reputation and influence in the mainland, so as to improve the attention of books, driving the sale of books. So how do we do author marketing?

Author brand positioning

First of all, in the book "Care is the beginning of poverty" in-depth analysis and refining, the author from an ordinary taxi driver, experienced middle-aged unemployment, but rely on their own strong inner strength to become such as this year's millions of successful people of the true inspirational story. The target consumers of the book are all the people who want and are willing to be inspirational. In this regard, we position the author as a successful motivational person, "from a taxi driver to an ordinary person to the perfect change of the taxi Emperor." This position will cause the target consumers to be very curious and yearning psychology.

II. Integrated Marketing Communication

1, Word-of-mouth Marketing

Around the author positioning, through the network marketing platform to Zhou Chunming Word-of-mouth propaganda, improve the recognition rate and reputation. After systematic analysis and summary, we will be Word-of-mouth marketing communication content identified as the following three major directions: (1) The author's life Experience packaging dissemination. From the Zhou Chunming of the past and the current life of the cause of the strong contrast, triggering the intense discussion and pursuit of netizens. (2) Packaging dissemination of the author's ideological realm. By intercepting and refining the classic statement in the book "The beginning of poverty", packaging Zhou Chunming's personality charm, resulting in viral transmission effect, expand influence. (3) Propaganda later, the readers of the reading of the book to beautify the author at the same time, but also improve the reputation of the books products.

2. Marketing of PR activities

A series of PR campaigns have been expanding the influence of the author, including a number of well-known enterprises lectures and radio, network media interview program sharing experience, experience, the author's personal charm and legendary experience in front of the media to attract experts and media interest and attention, and have access to a large number of news reports, expand publicity.

3, video/Image Marketing

Through the network of public relations activities of video transmission and image transmission, sound map and Mao, so that consumers learn more about the author's information, the author into a star character, triggering the consumer's star-worship mentality.

China-Yee through the author's marketing as the core, the creative application of Word-of-mouth marketing, public relations activities, marketing, and other ways to "care is the beginning of poverty," the author's reputation and influence of effective promotion, "care is the beginning of poverty" sales also with the expansion of Zhou Chunming reputation. The book in Beijing Zhongguancun book Building Sales of Science and education, in the Dangdang a leap into the top ten of the self-help book works, the promotion of the previous March 2010 Baidu Search "Care is the beginning of poverty" page results of 1,035,700, the promotion of June 2010 to 1,900,000.

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