Today's episode is all about authors and partnerships. According to Cynthia Shannon — Food and Lifestyle Marketing Manager at Chronicle Books — partnerships provide a more organic placement for a book, which creates an authentic feeling for customers. There are a wide range of partnerships in book marketing, and Cynthia guides us through the most important ones, setting authors up for a natural and successful marketing strategy. During this episode, Cynthia shares:
Her definition of promotional partnerships and how authors can work with people, places, or brands.
The benefits of partnership strategies, particularly the fact that they allow authors to build awareness without spending a lot on advertising or dealing with the uncertainty of publicity.
How she approaches book marketing campaigns at Chronicle Books, and the three kinds of consumers she tries to reach.
The components that are fundamental to a great partnership.
The wide variety of partnerships and the distinctions between each one.
What she looks for in a great partnership, placing emphasis on the importance of reciprocity.
Where she gets her creative inspiration when putting partnerships together.
The various steps authors can take when creating partnerships, which includes utilizing their network, determining their goals, and sending a pitch.
The things that authors must be cautious of when pursuing partnerships.