Cross Channel Book Marketing

Creating Comics book by Buddy Scalera

My new book Creating Comics from Start to Finish is just beginning to hit stores now. And despite the fact that I do this marketing thing every day for my clients, I’ve found it to be challenging to apply the same principals at home for my own projects. Crazy, right?

There’s an old saying, “the shoemaker’s children go barefoot.” That pretty much means the stuff you do at work is not the stuff you want to do when you get home. But a book being published is a timely event, and that time will soon pass, so I need to take the opportunity to market my book while I still can.

Initially, I was spending most of my efforts on my Facebook Fan Page, which had around 700+ followers and is now over 800. This group has been supporting my photo reference books, so they were most receptive of the new book. A good start.

Then I did a little bit of content seeding. I created a video flip through of my book, which I placed on the Facebook Fan Page, YouTube, Flickr, and even Amazon. I’m monitoring all of the channels through Google Analytics to see which drives the most qualified traffic.
Continue reading

Free…Me

A true Brand-You story.

Back when I’d graduated college, the job market was pretty tight. Not as tight as now, but jobs were scarce for communications majors.

I was working as an editor and writer, but I really wanted to get a job in public relations. Unfortunately, I had nothing on resume that showed PR experience, so I wasn’t getting called for interviews.

A friend told about a PR event she ran for a hospital. It sounded good, so I asked if I could borrow the idea.

I visited my local town rec center and offered to plan a “Summer Cycle Safety” event for kids in town. Something to teach the kiddies the rules of the road and encourage them to wear helmets ‘n’ stuff. I wasn’t looking for any money; just a volunteer project for experience.

They liked the idea (and my fee), and agreed to let me organize the event. Got a local bike shop to donate a helmet. Found a local sports-medicine physician to talk about bike injuries. Involved the police department, who brought safety literature. Some refreshments, a few signs, and we had an event.

With the Summer Cycle Safety event, I wrote a press release, which ran in the town paper. And I braced myself for the hundreds of people who would come streaming to the event. (Actually 25 people showed up, but who’s counting?)

Fortunately one reporter/photographer showed up, took a few shots, and we got a small article and photo in the town paper. But that was all I needed. I finally had something for my resume!

The very next PR job I applied for included my freshly updated portfolio. They called me. And I got the job.

I gave a little of me — for free — and it paid off.