My client, now retired, is a well known business identity with a previously high profile in New Zealand and Australia. He has written a book (approx. 200 pages) which covers his corporate career of over 40 years. During the 1970s and 80s his company was very prominent in both countries.
My client and I have set a relatively modest target of selling 4,000 books across both countries (say 2,000 in each country).
We wish to pre-sell as many as possible so that we can gauge an appropriate print run. For example, by preselling an immediate target of 4,000 we would likely print 5,000 copies.
There are a number of sectors we wish to sell into, so good target marketing is essential. These are our primary targets:
- Previous investors in our client’s companies. With over 200,000 shareholders in Australia and New Zealand in the 1980s, even though many of these people are now deceased, we think it quite reasonable to sell at least 1,500 copies to this group probably through publications reaching the elderly along with appropriate social media channels.
- Stockbrokers, accountants, lawyers and the corporate markets in both countries – say 500 copies
- Public Libraries in both countries (over 1,750) – say 1,000 copies
- Retail booksellers in both countries (over 1,800) – the minimum purchase for retailers is a packet of 6 books and so we need 150-160 booksellers to be stocking.
The retail price of the book will be A$49.50.
For those who pre-order, this will include postage. Retail booksellers will pay $30 per copy (including GST) so that they will enjoy a 65% mark-up. To stock they must order at least 1 pack (containing 6 books).
We have allowed a budget of up to a maximum A$30,000 (covering both media and your costs) to sell 4,000 books (average of $7.50 per book). We'd be looking at say up to $5,000 for you for managing and up to $25,000 for media spend.
If you think you are up to this challenge please submit an outline of what you think you can achieve in terms of our budget and how you would approach the task. Obviously, it would be very useful to have an idea of past campaigns you may have managed, especially in terms of book marketing and what the results were.