Wednesday, September 27, 2017

Sweepstakes Marketing Results

Testing Marketing Methods part two

by Lisa Lickel

Two weeks ago I announced a trial of Amazon's Sweepstakes giveaway "offer." You can read about it here. My novel, Requiem for the Innocents, was languishing due to self-inflicted ennui, and I happened across an ad from Amazon for a marketing ploy--yeah, I'm an occasional sucker for the easy way--that seemed relatively painless for both me and my audience.

Authors need to find answers to:
How to make your work known?
Where does your audience lurk?

My book isn't only offered on Amazon--it's available on many online store sites as well as for order in bricks and mortar stores. But how to help readers find it when you're painfully shy, too poor and invisible to professional marketers, and frankly tired of stalking people, is a burning issue.

The following information and pondering are the results for my Sweepstakes, which was an offer of 10 ecopies of my book, which I paid for in advance, to randomly chosen (by Amazon) winners.

When the sweepstakes started at the end of August, the book's stats went from about 2 M to 1.1 M on Amazon's tracked sales "bestseller" list, so I know I had a couple of sales, which was nice. When the Sweepstakes ended on September 21, I had a total of 217 entrants (I suspect that might be quite miserable, but I have no way of knowing for sure), so at least there was a pool of more than 10 people to choose to receive a copy. The entrants had to "follow" me on Amazon, so supposedly I got a bunch of new followers, though I can't find the number on my author page. It used to be pretty visible, but I must be looking in the wrong place. I checked on a couple of other author sites and couldn't see any numbers either. I know on Facebook I lost at least five "fans" from my author page, but I can't prove it was due to the advertising of the contest. 

Image result for marketing

On the morning of September 22, 2 of the 10 prizes had been claimed after the verification process; on Saturday, 8 of the prizes had been claimed; as of Monday afternoon, 9 prizes were claimed. I don't honestly know how the entrants have to claim the prizes, whether there's some sort of ordeal involved which would make it difficult, but I don't have to be the one to verify or choose. Oddly enough, names are displayed, but I think it would be too creepy to try to follow up with them, although it might be worth it if they are easy enough to find. I assume they have to have an Amazon profile. The bestseller rankings are rising again, so sales never organically took off. In my "thank you" note to the recipients I asked for a review if the reader would be so inclined. 

Was it worth it?
Time will tell. It cost me little pain, although I should have done more promoting (I did some). I got one confirmed fan buy, though I lost Facebook followers which is moot as far as I'm concerned. If I get a couple more reviews that are positive I'll be content. Would I do it again? Maybe...but with a plan in mind of better and more consistent promotion. I need to spend some marketing dollars as part of my business plan, and this helped.
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