Have you done any pieces on published novelists and hiring your own publicist? I have chatted with the one from he publisher, she's doing fine, but only locally, and I am trying to get outside New York to promote. A friend paid $5000 to promote her first novel, but less than a decade later has six novels and two movie options, so she's doing well. But it seems to be the area I have found the least on. And it's a high end vampire novel, so this is the year to promote.Your publisher can suggest freelance publicists, and then I would suggest talking to the publicist about what publicity opportunities she sees for your book.
You're right that for a vampire novel, now's the time. But speaking in more general terms, I know an author who is still quite grumpy about the money she spent on a publicist because it did not result in the sales she expected it to. Ask the publicists about previous campaigns they've worked on, and how they've affected sales. (Approximately, that is. No publicist can say for certain how many book sales are attributable to their efforts, but if the books are comparable to yours and their sales never went above what your goals are, then you'll know something.)
And you may want to ask this guy-- he'll know more about it than I do.