A New Era of Book Marketing

Much has changed in the way authors publish and promote their books. With the growth of online book sales, consumer adoption of digital books, and social media, even more channels are available for authors and publishers to connect to audiences. An author does not need to rely on the printed page alone to foster a connection with her audience, but can become a thought leader by blogging, tweeting, using Facebook and managing an overall online brand reputation and strategy.

The A Group, a full-service marketing agency and technology firm specializing in the Christian and non-profit sectors, recently launched a new brand development and consulting division to construct branding platforms for all types of content creators, with an initial focus on the publishing sector. Tami Heim, a veteran in book retailing and publishing—her previous positions include executive vice president and chief publishing officer at Christian publisher Thomas Nelson and president of Borders Inc.—is leading this initiative. She recently spoke with Book Business Extra about The A Group's new division and how it can benefit publishers and their authors.

Book Business Extra: What was the thinking behind The A Group's new brand development and consulting division?
Tami Heim: We are really looking at this interesting intersection in time right now between technology, marketing and message. What we believe that we can deliver is how to bring all those things together [to] help an author, a ministry or a client really think about how to develop this deliberate emotional and intellectual connection between themselves and the audience they are trying to reach. So when we talk about building the brand, what we're really talking about is what are all the things that need to happen to develop that connection. ... If you can get people connected to the message, they become your best advocates to share that message.