Is your marketing effective?

How effective are marketing campaigns? This is a question I grapple with daily as I try to decide what groups, sites, social media platforms, etc. to use to get the word out about my romantic suspense and cozy mystery books I write.

When I mentioned to a friend that I was evaluating my chapbook marketing campaign I use for my hardcover mysteries, she asked if I'd share the results. I decided to also post the information here at Mudpies as well. I hope it helps you in some small way to get a handle on your marketing strategies.

This summer I have 2 books releasing, Hot Water, a romantic suspense coming out on all platforms this Friday, July 12, and Dime If I Know, book 3 of my Cleopatra Jones mystery series, which releases Sept 12, 2013. This brings my totals to 5 romantic suspense titles and 5 mystery titles.

Until recently, my books contracted to Five Star were only available in hardcover and large print and the primary target market has always been libraries, though I thank every reader who buys hardcover books. God Bless You All. Anyway, to market these books to libraries, I decided to create chapbooks and send them to libraries in hopes they'd buy a copy or two or three.

My current campaign for Dime If I Know is the 4th chapbook mailing I've done for a hardcover mystery release. The chapbook consists of about the first ten pages of the book, great/name reviews of this or other books I've written, and a bio page.

I built this mailing list over time, beginning with my first mystery, In For a Penny. I started with libraries in cities that hosted PGA or LPGA golf events, since the scene of the crime was a golf course. As time went on, I added to the list, expanding to one or two big city libraries in each state. Then I won a National Readers Choice award with House of Lies, so I thought “Aha, Oklahoma must be my target demographic” so I added a bunch of OK libraries, along with my home state, Ga, and my neighboring state, FL, which has a boatload of libraries and readers. I also checked in World Cat to see what libraries were buying other Five Star books, and added them to my list. Then I expanded again, including libraries in cities with a certain population size. I ended up with 348 libraries in my mailing list.

One would think that would be a straightforward comparison, but the list of the 353 libraries that report owning at least one copy of Death, Island Style (the last mystery I promoted with a chapbook) doesn’t quite match my send list. Here’s why. Many libraries band together to form library systems. I may have sent material to library A in library system 12, but the title is listed as being held in library B or as in the system. See what I mean? To top this off, not all libraries report their holdings to World Cat, and my publisher actively markets to libraries as well.  Also, some libraries that I don’t market to and that didn’t show up as title holders after the On The Nickel campaign picked up Death, Island Style – was that because I got good ratings from 3 of the 4 top book review sites?

Or was it because I stepped up my social media presence in the last year or two? I blogged weekly during that time, posted on Facebook and Twitter, and joined countless reader/writer sites. I also became more active in another national writer's group Sisters In Crime, a group of like-minded mystery/suspense writers.

I have these confounding issues in rating the effectiveness of my advertising: my cross-promotion efforts, my publisher’s marketing efforts, the power of big reviews, libraries who don’t report their holdings to World Cat, and library collectives.Oh, and one more thing, the list I'm using of the 353 books contains libraries that hold either the hardcover version or the large print version. Some libraries have both formats, others, only one format.

The nearest I can tell, there is about a 35-60% purchase rate from my chapbook mailings. The lower number comes from the straight match ups of libraries I mailed that own the book. The upper number comes from a best guess estimate. I don’t have time to look up all those library systems to find out if any of the 5 to 50 libraries in their collectives holds this title - and I believe that due to my targeted marketing strategy, there are a lot more match ups than are immediately apparent.

Now with results in hand what do I do with them? How do I measure if I got my money's worth?

I looked online and boy, there are a lot of rules of thumbs about ads. Many sites say that people have to see your marketing 3 times before it is effective. Others tout the magic number as 7 times.

Interestingly, Thomas Smith, a nineteenth century London businessman (1885) says it is the 20th time for someone to purchase your item. One blogger listed Smith's predictions of what happens at each of those 20 times, which I found fascinating. Here's the link if you'd like to see for yourself: http://www.abiederman.com/marketing/advertising-frequency-how-many-times-is-it-effective.html

If you'd like to share your thoughts on my results or your marketing analyses, I'd love to hear them.

And get ready for my blog tour of Hot Water which starts Friday, July 12, at Just One More Chapter blog and at USA Today's HEA blog. Lots of excitement headed your way!!!

Thanks for visiting! Maggie Toussaint

and if you haven't checked out my yoga blogpost of July 1 at Whole Life Yoga, here's the link for that guest post:  http://www.wholelifeyoga.com/blog/yoga-and-the-maggie/  

and I also did a spot of light cooking which showed up at Romance Cooks and Terry's Place: http://terryodell.com/terrysplace/?p=3114

I've got news!

Nothing like news to put a spark in our heart and pep in our step. I've been sitting on my news waiting for just the right moment and here it is.

Granddog Missie stars in this series

BIG NEWS for me: I've signed a new contract with Five Star for the third book in my Cleopatra Jones series. Since Cleo's an accountant, my books have a money theme. DIME IF I KNOW follows On the Nickel and In for a Penny. This time around Cleo's golf pro boyfriend is suspected of murdering a former girlfriend. The release date is still to be announced, but it's party time in Maggie-World!

Maggie, on left, with Polly Iyer

GOOD NEWS - the fourth outing of my pacing workshop, this time at the Upstate SC Sisters in Crime monthly meeting, was met with smiles all around. My friend Terri Ridgell prompted me to create this workshop for the Amelia Island Book Festival in 2007. Since then, I've given it at the Florida Heritage Book Festival, the Ancient City Romance Writers, and now, SINC. I get a big kick out of showing things with terrible pacing and then taking them apart to make the pacing better.

Here's an example of poor pacing from my workshop: On December 24, no, wait, I think it was the 23rd. No, I was right the first time, it was the 24th because that's the day Amy skinned her knee. Anyway, my insomnia was acting up again. My wife was sound asleep. The kids were snoozing. Even Benjie's teenage anorexic mouse was sawing zees.

If you get rid of the extraneous stuff to keep it in the moment, it pares down to: On Dec 24 I couldn't sleep. My wife, kids and the mouse were out cold. -- bottom line, not very interesting. More fun before, but too dithery for an opening of my work. (The opening of a story is a promise from the author that the rest of the work will be written in the same style)

If you look at the word choices and consider meter and beat, you might end up with something like Clement Moore wrote: Twas the night before Christmas, and all through the house, not a creature was stirring not even a mouse... It's all about the word choice.

There's a place and a time for having wandering prose. The secret is knowing when and where to be lean and when to dally. That's the whole point of pacing.

The end of my workshop is a creative writing exercise and folks really get into it. I hope you enjoy the photos of some of the group at work. And thanks, SINC Upstate SC, for such a warm welcome.

MORE GOOD NEWS - My work-in-progress has been through the plot edit, the characterization edit, the Margie Lawson color-coded edit, and most of it has been critiqued. Now I'm letting it rest a week while I work on the synopsis. Then it will get another read, this time on my Kindle, before it heads out to my editor. I'm pretty psyched about this story. It follows the adventures of the cop from Muddy Waters and a hunky arson investigator. Lots of action and romance in HOT WATER!

EVEN MORE GOOD NEWS - The large print edition of Death, Island Style is available now. Here's the listing at Amazon if large print is your thing: http://tinyurl.com/7r7vagc. I've ordered postcard mailers for library notification, and those should arrive any day now.

This book is flying off the shelf (big smile here) with great reviews like these:

“an exciting whodunit” – Publishers Weekly

“Toussaint creates a gutsy heroine whose struggles with murder and romance add up to a very enjoyable read” – Kirkus Reviews

“Eccentric and fun, this book is definitely worth a read” – Romantic Times

“Toussaint's feel-good stand-alone flies by as her initially wimpy heroine develops a backbone and comes out a winner on all fronts. Nice regional flair.” – Library Journal

Thanks for sharing in  my good news! Wishing everyone a happy June.

Maggie Toussaint

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