Pilates Business
FITNESS BOOK AND DVD MARKETING OR NEED HELP REACHING YOUR TARGET AUDIENCE?
Ever thought of writing a book, or perhaps, producing a DVD? Maybe you already have
a book or workout DVD and need help reaching the target audience. Or, maybe you are
the brand and simply need help bringing awareness to yourself and your classes
and/or expertise. We have some tips and information that can help.
Assuming the book is published and the DVD is already produced and presented in a
graphically pleasing color package, exposure for you and the products are what you
need. We specialize in low cost marketing efforts to get the product into the
marketplace as quickly as possible while avoiding costly mistakes.
START WITH PUBLICITY
Exposure is the single most effective way to create demand for your product. A good
publicity campaign is invaluable. The more editorial imprints, the sooner consumer
credibility can be established for the product. Social media as a form of publicity
is a must these days. Facebook is the easiest to navigate, but the best platforms
for exposure are Instagram, Twitter and Pinterest. Learn and make the most of each
of them. If you don't have time to post, hire someone who understands you and your
brand to keep it personal.
To generate publicity, you will need a press release, and a biography, and you need
to know your audience. . You will, also, need a well-planned and targeted media list
which includes newspapers, magazines, radio, television and Internet/ blogs and
newsletters.
A press release is usually one or two typed pages about you and your product. It
should be compelling and newsworthy, not just a description of the program or a
sales pitch. Publicity is not advertising. It is editorial. You should also be
prepared to send hard copies of your product if requested.
Remember, publicity is not the same as advertising. Advertising is a paid form of
communication ideas, products or service by you, the identified advertiser. You have
control over what you say in the paid ad.
Publicity is any free form of communication, such as a review of the book or DVD,
giveaway, promotion, product plug, contest prize, news or editorial feature story
that stimulates the demand for the item. With publicity you have little control over
the content or placement, but the results can be invaluable.
You will need a targeted media mailing list. This list should include writers and
reporters for various media outlets that fit your niche; i.e. health and fitness,
lifestyle, freelance, parenting, children, senior, general interest, etc. Follow up
is essential either by phone or email. Most media outlets will print a call to
action for the item mentioned or reviewed, so be sure to include a website for
ordering information. Websites should include clear and concise information about
the products, biography information on you, and easy ordering.
OTHER THINGS TO REMEMBER
* A picture is worth a thousand words. Be sure your title and cover is clear,
concise, informative and pleasing to the eye. No gimmicky lines or phrases that mean
something special to you. The reader or viewer needs to instantly understand your
message. This is especially true for DVD covers since you can't thumb through a DVD
as you can a book.
* Hire a good graphics designer. Someone who is expert in the book or DVD field.
* Hire a good web designer; someone who can clearly communicate your message
and create a pleasant environment for the customer. The site should be simple and
easy to navigate.
* Copy for the book, DVD and the website should be consistent to convey your
message.
* Explore traditional and non-traditional forms of distribution using
Internet, direct mail, catalogs, schools, libraries, institutions, and retail. Work
with an expert in the field to point you in the proper direction to explain the
terms of the varied markets and distribution agreements to avoid costly mistakes.
* Use a mix of traditional and viral marketing. Make the most of your
networking skills.
* Listen to the experts who are willing to share their knowledge and their
pitfalls.
* Establish a reasonable budget. Keep production costs low so that there is
enough money after production and duplication to market yourself and the product.
* Hire a publicist that is experienced in your specialized niche/field.
* Replication/duplication and printing prices are competitive. Be sure you
negotiate for the best possible price for minimum quantities. You should be
comfortable with your customer representative. He or she will be your point person.
You need to communicate your needs, have them heard, and get the best possible price
and turnaround time for your product. Do not order huge quantities at the beginning.
You can always re-order.
WE CAN HELP YOU
411 Video Information (www.411videoinfo.com<http://www.411videoinfo.com> ) was
established in 1988 to help health and fitness professionals market themselves,
fitness classes, books, CDs, DVDs and other products to a broad audience. We help
fitness professionals with all aspects of production, packaging, publicity,
marketing, distribution and sales, domestically and internationally. In 2008, we
added www.411development.com<http://www.411development.com> for social media and
website creation, which makes 411 a full service boutique agency, easily accessible
to all fitness professionals with various budgets and media needs. Clients have
appeared on national, regional, and local TV shows, as well as radio and major
newspapers and magazines nationwide.
CLICK HERE TO CONTACT 411VIDEO
Leslie T. McClure is the owner of 411 Video Information
She was voted "Home Video
Publicist of the Year and Decade."