Yesterday we discussed ideas for book marketing. So what are some of the best book marketing campaigns you’ve ever seen?
Over the years I’ve seen quite a few, everything from Po Bronson’s mock IPO for Bombardiers to Jia Tolentino being featured in literally every single publication within a 70 mile radius of New York City in the month leading up to the publication of Trick Mirror.
What are some of your favorites?
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Art: Vincenzo Campi – The Fruit Seller
One element of The Night Circus’s marketing campaign was an online game (https://nightcircus.storynexus.com) that was perfectly suited for readers. I learned about the game after reading the book, but it was still fun to explore. This WSJ article talks a little more about the book’s marketing about halfway through: https://www.wsj.com/articles/SB10001424053111903480904576510511544765794
With the rise of social media we get to know authors and celebrities very well through online interviews, blogs and news articles, etc. If we find an author that comes across as decent and kind – a sense of humour is a bonus -then we’re more inclined to give their book a read and become a fan….aka buying more.
One author who has become an online mega personality because of his big online presence highlighting past and present achievements – overcoming addiction and homelessness to then became an advocate for other people and animals struggling with homelessness – is James Bowen. I know, myself, that I’m prepared to buy everything he writes and every movie about his life because I’m so inspired and intrigued by him. Btw, on the latest movie that starts production in November, he will be Executive Producer. Everywhere he goes, he takes his beloved cat, Bob. At book signings, Bob sits beside him on a chair and all books are paw-signed as well. People come to buy the books and see Bob as much as James. Well, Bob is as much apart of James’ story as is James. He credits Bob – once an injured stray he adopted – as giving him the incentive he needed to turn his life around. The rest of the world had pretty much rejected both of them. In the original movie and the new one coming, Bob was/will be the star playing himself.
This concept James has bought to life – that anyone can change and tap into their enormous potential inside – gives us all hope that we can become and achieve almost everything if we can just put aside our doubts and insecurities.
Authors who can inspire on this level, both with their own lives and their books, and aren’t afraid to put themselves out there across all media to share their stories – both real or fictional – are an unbeatable force.
It seems funny to me, but I can’t actually think of a marketing campaign, or a specific ad or anything. I follow Chuck Wendig on his blog and on social media because he’s hilarious and I enjoy his rampant cussing. I feel as if he’s a real person. Well, of course he’s a real person, I mean I feel as if he’s real to me, what he says resonates with me and I could picture talking to him in real life. If that makes sense. And I’m more likely to buy his books, because I want to support him.
Jenny Milchman did the longest book signing tour. She packed up her hubs and kids and drove across the country for something like a year. Homeschooling the kids and going town to town, Jenny went into every indy bookstore and asked if they had her book in stock. She left cards and bookmarks, met the owners and generally made an impression all while writing the next book. That took serious dedication to her craft!