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7 Sentence Marketing Plan - the Shock Doctrine

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Naomi Klein’s "The Shock Doctrine: The Rise of Disaster Capitalism"

“The Shock Contest”

11/25/2017

Title Information Sheet - The Shock Doctrine: The Rise of Disaster Capitalism

[pic 1]

Title: The Shock Doctrine

Subtitle: The Rise of Disaster Capitalism

Bibliographic information: ISBN: 9780676978018, format: Trade paperback, pages: 672, publisher: Knopf Canada, pub. date: 2008-07-29, price: $22.00 CDN

Author: Naomi Klein

Country: Canada

BLURBS: "Only a crisis – actual or perceived – produces real change. When that crisis occurs, the actions that are taken depend on the ideas that are lying around." — Milton Friedman

"Impassioned, hugely informative, wonderfully controversial, and scary as hell."— John le Carre

"Her argument is well-documented, logical, riveting, and convincing." — Jane Smiley, author of A Thousand Acres and Ten Days in the Hills

Author Bio: Naomi Klein is an award-winning journalist, a Canadian author, social activist and filmmaker. She is best known for her political analyses and criticism of corporate globalization and of capitalism. She is the author of the New York Times and #1 international bestseller, The Shock Doctrine: The Rise of Disaster Capitalism.

  1. What is the Purpose of Your Marketing?

Purpose: To re-create public awareness for “Shock Doctrine: The Rise of Disaster Capitalism”. Also, to generate sales and increase online reviews of the book.

Naomi Klein’s first book No Logo: Taking Aim at the Brand Bullies was an international bestseller, translated into over 28 languages with more than a million copies in print. She is also a contributing editor for Harper’s and a reporter for Rolling Stone. She has a following of 375,000 people on Facebook. We want to create a contest called “The Shock Contest”, that will take advantage of Naomi’s large following on social media and in the real world, to re-create an online public awareness of The Shock Doctrine that was released 10 years ago.  Especially at a time in our world were the events that Naomi describes in her book are repeating themselves.

By re-creating an online awareness of the book, this will help us achieve our second goal of re-generating sales. We would like to generate most of our sales online through Facebook, Amazon and Audible. Eventually, we would like 12% of book purchasers to leave a review.

The plan is to run a Facebook contest by creating a Facebook page called “The Shock Contest”

Goals:

  • Re-Create Public Awareness of the Book
  • Inform the public what the book is about
  • Reach 8,000 people
  • Drive 5,000 people to Facebook page who will enter the contest
  • This will result in 500 “likes”
  • Reach 1,000 people through Anti-Neoliberal free market online news such as:
  • OpEdNews
  • Daily Kos
  • Reach 2,000 people through blogs that are written by Anti-Neoliberal activists such as:
  • Crooks and Liars
  • Publisher Weekly’s blog
  • The Exile
  • Generate Online Sales
  • Sell 1,000 copies
  • 600 copies on Amazon (paperback, kindle, and hardcover)
  • 300 copies on Audible (audiobook)
  • 100 copies in Facebook (paperback and hardcover)

  • Increase Online Reviews
  • From the 1,000 copies sold, acquire 120 reviews
  • 50 reviews on Amazon
  • 50 reviews on Goodreads and Facebook
  • 20 reviews on Audible
  1. How Will You Accomplish Your Goals?

Top Three Goals:

  • Re-create public awareness
  • Generate Sales
  • Increase online reviews
  • We will create and host the contest on “The Shock Doctrine” Facebook page
  • It will be a new page with 0 followers, but we will take advantage of the author’s 375,000 followers on Facebook
  • The contest will be called “Shock Contest”
  • Also, the contest will be hosted on blogs by the bloggers listed below
  • Any link that is shared about “The Shock Doctrine” will have a call to action link, this link will lead to the contest Facebook page.
  • The prize of the contest will be a free kindle and a 1 year-subscription of Audible
  • The winner will be chosen by a random raffle

Goal 1: Re-create Public Awareness

Goal

Budget

Actions

Why

Desired Response

KPIs

Awareness

Reach 8000 people

5000 on Facebook

1000 through Anti- Neoliberal websites

2000 on Anti-Neoliberal blogs

3 hours/week social media outreach

1 hour/week on blogs

1 hour/week on news websites

$500 For Paid Influencers

  1. Have celebrities (friends) and paid-influencers (listed below) that are against the Neo-Liberal free market movement talk about the book in a post on Facebook. In the post, attach a call to action link that will take the reader to “The Shock Doctrine” Facebook page

Paul B. Farrell from the Dow Jones Business News. Facebook Followers: 319

John Gray from The Guardian. Facebook Followers: 83,694

William S. Kowinski from the San Francisco Chronicle. Facebook Followers: 4,950

  1. By sharing the contest on Naomi’s Facebook page which has a following of 375,000 people
  2. This same post will be shared on Anti-Neoliberal websites and blogs listed in section (1)

By having reader’s input their email. This increases our email list for future contests or book releases

By having reader’s like our Facebook page, this increases the chance of them sharing a post with their friends, which will increase the number of people we reach

To input their email address

To like “The shock contest” Facebook page

# of email addresses we received

# of likes on “The shock contest” Facebook page

  • Post for celebrities, paid influencers and Naomi (Author) to share:

“If you sign up for the “Shock contest" by inputting your email and liking our Facebook page, you will automatically receive the first chapter of the book and will be in the contest to win a free kindle with 1-year free audible subscription”. We will be doing this through the “Facebook Contest Feature”

Goal 2: Generate Sales

Goal

Budget

Actions

Why

Desired Response

KPIs

Generate Sales; Sell 1000 copies

600 copies on Amazon (paperback, kindle, and hardcover)

300 copies on Audible (audiobook)

100 copies in Facebook (paperback and hardcover)

$200 for Facebook Ads

By releasing the first chapter (which ends in a cliffhanger) on Amazon, users can download the first chapter for free or read it on-site via the “Look Inside” feature. This gives us the opportunity to score a sale if the reader wants to continue after reading the sample

On Facebook, advertise the “Shock contest” through Facebook ads targeting Anti-Neoliberal pages and followers who are following Naomi (Author)        

Run an eBook Christmas price promotion on Amazon, Facebook, and Audible

  • Choose as low a price as possible to drive the highest volume of sales
  • 63% of bargain readers have purchased other books by an author they discovered as part of a price promotion. (HOLIDAY, 2014)

Send an email blast to anyone who signed up for the “Shock contest”

  •  In the email inform them about the Christmas price promotion of the book
  • Attach a link of where to purchase the book (Amazon, Facebook and Audible)

By generating more sales of the book, we will be increasing the chances of someone leaving a review. Which will likely generate even more sales

Also, the funds acquired from generating more sales, will be used to fund future books.

To purchase the book

By number of sold books from the start of the contest to the end of the contest

...

...

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