Strategic Book Marketing: Making the Most Out of Your Marketing Buck

Trunk Sales

Giveaways

• Prior to my book release, I went through a directory of the top 500 Mommy Blogs by doing a Google search on the subject. I reviewed the brief description of each one, learning if they were PR friendly, reviewed books, and the ages of the children friendly products they reviewed.
• As a middle grade author and mommy, I personally emailed a few hundred of them, offering to send a copy of my book for an honest review. I made it clear that like them, I was trying to reach other moms with kid friendly products, such as my anti-bullying fantasy adventure book, and would they be willing to help spread the word. I had more than half of them agree to help and of those, half did giveaways on their sites.
• My total cost for a review was around $7.39 and a review plus giveaway cost about $14.78. But I was able to advertise all across the nation to a specific target audience, not to mention the more than 1,500 contest entrants that I wouldn’t have otherwise reached. Show me anywhere else you can launch a national advertising campaign for that price.

Donations

1. Libraries—Librarians are wonderful places to make your book available. It ensures that everyone has an opportunity to read your book, regardless of finances. But don’t just drop and run. Ask for an opportunity to conduct a book signing. See if the library will post it in their newsletter in exchange for the free book you’re giving them. Ask if they could recommend another library where you could drop a book and hold a signing. I teach a free class once a month to the advanced youth writing group. It’s a great way to give back while creating opportunities for both relationships and sales. And be sure to leave bookmarks behind and replenish often.
2. Charity Events—Most charity events have both live and silent auctions. Your book will be included in marketing material and in a basket on display throughout the event where hundreds of people will see it. Make the most out of the opportunity by providing additional items such as bookmarks, t-shirts, stickers, chocolates, gift cards and anything else particular to your niche. The good news is that not only are you helping a charity, but everything in the basket—including the basket—is a tax write off at the retail value. Be sure to also send a media release outlining your charitable donation to your local media outlets. Hopefully, they will publish a small paragraph or two about you.
3. Community Events—When possible, ask a new business, such as a car dealership if you can donate a book basket for their raffle. I would only do this if they will agree to let you set up a table to sell books. While you are there, bring a signup sheet for your e-newsletter and collect names for a drawing to win a free ebook or physical book. If they won’t let you stay, then I would ask for a copy of the raffle entrants for your list. It’s great to give things away, but you always have to find ways to recoup your loss through information, exposure, or future bookings. That’s good business!
4. Schools—Annual fundraisers and open houses are great places to meet community members and find bookings. Even if you’re not a children’s book author, you are a writer and schools love it when authors come talk with their students about the writing process and publishing, or even to read to students during Literacy Week. Bring lots of freebies like bookmarks, stickers, and candy. We all love free stuff, right? Create a school packet which lists your presentations, bio, book blurb, and cost. Leave a book behind for the media center if age appropriate and be sure to do a giveaway at the event so you can collect names for your newsletter. Those names are worth their weight in gold!

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