Gabrielle O'Hara

By

Gabrielle O’Hara

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Marketing Plan

I created a marketing plan for a mock cookbook called Matty Matheson’s The Gourmet Outdoors by celebrity chef Matty Matheson and Explore Magazine.

Part 1: Bibliographic Information

Title: Matty Matheson’s The Gourmet Outdoors

Subtitle: An adventurers cookbook in partnership with Explore Magazine

Author: Matty Matheson

Illustrator: Images by Explore Magazine, Illustrations by Gabby O’Hara of Explore Magazine

Ship Date: September 3, 2024

On Sale Date: September 3, 2024

Pub Date: October 5, 2024

Season: Fall

ISBN: 978-1-4197324-5-6

Price: 48.00 CAD 

Page Extent: 150

Trim Size: 6 x 9 inches (15.24 x 22.86 cm)

Format: Hardcover

Illustrations/Photographs: Includes over 100 coloured images and illustrations

Category: Cookbook

AMD (AFP): 50,000 copies

Part 2: Sales Handle & Marketing Blurb

Sales Handle: Matty Matheson x Explore Magazine combine forces to create a backcountry cookbook for adventurers who eat for flavour, not just sustenance.

Marketing Blurb: In partnership with Canadian celebrity chef Matty Matheson, and Explore Magazine, Canada’s most-read and most awarded outdoor recreation publication, comes Matty Matheson: The Gourmet Outdoors; a backcountry cookbook for adventurers who eat for flavour, not just sustenance. Packed with over 100 delectable recipes, The Gourmet Outdoors brings the flavors of the great outdoors to your plate, whether you’re a seasoned camper or a novice outdoor cook. 

Part 3: Trade Marketing Plans

  1. Author Self Promotion – Matty Goes Camping!
  • Matty and a few members from Explore Magazine (adventure experts/editors) will take Matty on a 4-day hiking adventure on the East Coast of Canada (Matty’s home) and show him the wonders of the outdoors. In the evening, Matty cooks 3-4 different recipes out of the book for them, teaching them how cooking backpacking can also taste good. A funny, educational, and inspiring YouTube video created from this.
  • Explore Magazine and Matty Matheson will share the YouTube video, post clips from the video to Instagram Reels and TikTok
  1. Bookstore Outreach – Bookstore and Outdoors store signing events
  • Indigo bookstore signings in-person
  • Small East Coast (hometown) and West Coast (adventure-heavy) bookstore signings like Upstart and Crow in Vancouver, and A Different Booklist in Toronto.
  • Outdoor Equipment Store appearances and signing—MEC in Vancouver.
  1. In-store Plans
  • Cookbook also available at select outdoors stores like MEC and REI for week or so after the signings, we leave a small amount with them rather then now stocking books
  • Free gear with purchases from select bookstores, gear provided by Explore Magazine’s Gear Shop. Gear related to cooking like camp stove, camp cooking utensils, etc.

Part 4: On Publication Marketing Plans

Traditional Marketing and Publicity:

  • Matty giving national interviews (CTV, Global, CBC)
  • Local coverage on the East Coast in Matty’s hometown and in Toronto, where Matty currently lives and works
  • Reviewed by Explore Magazine, Globe and Mail, CBC, Toronto Star, etc.
  • Promote via Explore Magazine’s newsletter consisting of 85k
  • Article written about the cookbook in the Fall issue of the print version of Explore Magazine

Digital Marketing and Publicity:

  • Promote on the Explore Magazine Instagram account with 50k followers Canada-wide
  • Work with Canadian outdoor influencers and home cooks for promotion via Instagram and TikTok
  • Send the cookbook along with outdoor gear provided by Explore Magazine/s Gear Shop in a promotional package to other Canadian chefs/cooks/restaurant owners in the space, as well as prominent Canadian outdoor adventurers

Part 5: Target Segment

Segment Definition: Hikers, Climbers, Paddlers, Trekking, Backpackers, People who like to cook natural/outdoors (grill, open flame), People who make outdoor social media content and cooking content.

Keywords: outdoor, cooking, cookbook, hiking, backpacking, backcountry, camping, freeze dried, meals, mountaineering, climbing, hiking, rockies, Canada.

Part 6: Budget

Suggested Print Run: 50,000 copies

  • A bit larger than the recommended “Hardcover Nonfiction-Big Author: 5,000 to 10,000+” but 50,000 copies sold will allow for The Gourmet Outdoors to be a bestseller.

Marketing Budget $55,000 CAD 

  • Marketing budget is a bit higher than the anticipated copies because of the more creative marketing and publicity plans, for example, travel costs to film the Matty Goes Camping multi-day hiking adventure video.