Hello, marketeers!
So pleased you’re back for another Books On Tour ‘stack episode! Hope you’ve been well!
So, I’m on a new journey that I can genuinely say I’ve been looking forward to for a long time. Maybe I’m still a ‘noob’ (i.e. inexperienced newbie) at the whole offline-marketing thing, but I’m jumping into it with bright eyes and a bushy-tail - here’s my ‘slick’ plan to get stocked in speciality and gift stores (the ones your publisher or distributor probably won’t try)…
Firstly, the book in question is the fabulous Just Write For Kids Australia ‘Our Australian HeART’ anthology that I’m very proudly managing alongside commissioning editor, Jennifer Sharp of Daisy Lane Publishing, with the guidance and expertise of book designer and editor, Mary Anastasiou and graphic designer and award-winning artist, Tannya Harricks. A stunning compilation of local creatives and children’s illustrators, this fully illustrated picture book is a treasure trove of colour, diversity, language, art and culture capturing the unique voices, artistic talents, and hearts, of these Australian creators. I would love for you to check out the pre-order page below.
Now, here are my plans and considerations for marketing this book (and future books) offline to a wide range of stockists, that I hope you can find useful, too:
Research the stores you wish to visit - Through both online and in-person research, find out what kinds of books and events are held at the stores you’ll be visiting. Get a feel for their customers and social media account/s to gain insights into how you can market your pitch.
Pitch to independent and chain bookstores (that aren’t on the publisher’s / distributor’s list) - Introduce yourself and your book as a local seeking support, with an interest in both stocking the book and offering in-person events and book signings. Be sure to pitch your reason ‘why’ your book is great for their consumers! Do they have a successful turn-over of books like yours? It’s also a good idea to be an actual customer at their store to show your support for your local bookshops.
Be open-minded to specialty gift shops - Your pitch angle could include your locality as an author, but especially consider tethering your book’s theme to specific shops. For example, environmental books could be placed at gardening / wildlife / community services shops, etc. Or in the case of the Just Write For Kids anthology, its Australiana art theme covers the bases of memorial, art gallery and museum gift shops, tourist attractions, wildlife speciality shops and other educational and community settings.
Target your readers - Consider who the readers are and their particular interests. What makes your book beneficial to this group of people? Consider holding an event or approaching targeted groups with collaborative initiatives in mind, such as launching in a particular location, running a promotional giveaway, holding a workshop or fun activity for your readers.
Other considerations - Adhere to store processes about selling; whether the agreement is for wholesale cost or on consignment. Be retail price-appropriate. Ensure your book is high quality and easily shelved so that people can discover it amongst similarly-themed books.
Take it a step further - Once the book or event is placed, market it! That is, share your news on your website and social media about where to find your stockists and promotions. Contact the media to place a story or engage in interviews, mentioning where you and your book can be found.
In essence, be creative, thoughtful and let the stockists know you’ve done your research in targeting their particular customers’ interests. Brainstorm how you can engage with different audiences in interesting yet relatable ways. And build relationships with the speciality stores and gift shops so that they’ll continue to re-stock your book and have you back again next time!
Got any other ideas on getting stocked? Feel free to leave a comment.
#thanksfortouringwithus
Romi x