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Barnes and Noble (probably Waterstones too) releases exclusive versions of YA novels with extra chapters or content from the author. They give with book a unique cover to distinguish this special copy from the mainstream copy signaling to readers that there is something special/greater value in their version of the book. Because they often do this with "older" books its creates renewed interest in a title that has probably not seen a many sales since its initial release. Lastly, major fans of book/series are interested in owning all versions of a book so this creates an opportunity for them to complete/fill their collection.

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I think this is an interesting example of marketing using online events as it is promoting books that are not new to the market. Neil Gaiman hosted two online talks which were linked with his already released books being published with new covers. When buying a ticket, you could select the option that included these new covers in a bundle which is another marketing technique. These new covers appeal to readers who may already have the books but want a collection with matching covers. The online events were a good way for Gaiman to promote his pre-existing books and encourage people to re-buy them. This being an online event also meant the attendance numbers could be very high and therefore reach a wide audience. The talks were also recorded and could be accessed for a week afterwards. This is similar to the marketing technique of a live event but with further reach.

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I think using social media is a great marketing technique. For my example, I chose a TikTok video posted by Penguin Teen (which was reposted on another platform, Instagram). The publisher and the author, Danielle Valentine, worked together and made a short comedic skit to introduce her new book, How To Survive Your Murder.
They made a simple book introduction funny for the viewers, and probably made some viewers intrigued as well, which might make them interested to know more about the book.

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View this post on Instagram

A post shared by Penguin Teen (@penguinteen)

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Using social media is a brilliant way for authors to be in touch with their readers. Many authors I follow post regularly and also take time to engage with readers, almost always asking a question at the end of a post which opens up a conversation in the comments.

Scrolling through social media profiles for a couple of authors some key things they shared were as follows:

- book cover reveal
- giveaways
- release date information
- information for events/signings
- sneak peaks before release dates
- recommendations

I think social media is one of the best ways to market yourself and your books as an author because of the level of instant reach and engagement from fans. Having a lot of online presence before a big release date especially, keeps readers excited.

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Scrolling through social media this week, this popped up on my feed and interested me. I was like the book cover design and am a fan of the story of Anastasia so this ad compelled me to learn more about this book. Which got me thinking about the marketing technique. When it comes to online marketing especially that in social media there has to be something to grabs one attention. Especially when scrolling through social media as most likely if it was a blurb of the book it won't grab a person's attention. As where a beautifully designed book cover can drawn a consumer in and compel them to buy said book. So I believe in social media marketing for book it relies heavily on book design covers. Interest a person with beautifully designed book cover and hope that they go on and view more information on the book and buy it. Although we are taught not to judge a book by its cover that's exactly what most readers do, a beautiful cover can aid in helping a book sell.

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Cressida Cowell is having an event for her new How To Train Your Dragon release next week in Waterstones Kensington. These kind of events always drive sales, especially when the event is free and you get the option to buy the book to get it signed - or the price for the ticket includes the book!

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meet cressida cowell at waterstones kensington

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meet cressida cowell at waterstones kensington tickets

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meet cressida cowell at waterstones kensington london

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meet cressida cowell at waterstones kensington london tickets

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Meet Cressida Cowell at Waterstones Kensington

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Eventbrite - Waterstones presents Meet Cressida Cowell at Waterstones Kensington - Tuesday, 11 October 2022 at Waterstones, London, England. Find event and ticket information.

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I went looking for initial promotion regarding Gibson's re-release of A Dowry of Blood (it's another in the trend of formerly self/indie pubbed books being picked up by a major publisher. Although this time it was Orbit and not Tor), because of the letters, but saw this a bit more recently.

Gibson wrote bonus letters from the characters to each other and they were included in PR/influencer packages early on. Orbit hired a calligrapher to write the letters and made a limited amount of copies to distribute with some physical ARCs. The transcript is available on orbit us' website to read for free.

The letters themselves are memorable to me. They were unique and relevant to the book, compared to pins, hats, totes, or posters. I will always remember them and connect them to Gibson and their book(s). To a lesser degree of popularity (and memes), they're like Beautiful World, Where Are You + the Sally Rooney bucket hats.

While giveaways and free content don't directly generate a profit, I think they work well to hype up the book's release, especially since it is another release, and put it on the radar of people outside of the original fanbase/author's existing following. The theatre and drama involved with this marketing campaign works really well, especially as the book's US release was on Anne Rice's birthday and we're amping up to Halloween and autumn and gothic vibes. The bonus content also has easter eggs regarding the companion novel they're working on that will be entirely new content and is a form of reminding readers that there's more to come.

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Enter for a chance to win October's Orbit Loot featuring A Dowry of Blood by @s_t_gibson and letters from the characters Alexi, Magdalena, and Constanta! 

US: https://t.co/hj4LBq80ta
UK: https://t.co/KrURNXGMPT

US & UK Only; no purchase necessary; 18+; ends 10/31/22

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Enter for a chance to win October's Orbit Loot featuring A Dowry of Blood by @s_t_gibson and letters from the characters Alexi, Magdalena, and Constanta! 

US: https://t.co/hj4LBq80ta
UK: https://t.co/KrURNXGMPT

US & UK Only; no purchase necessary; 18+; ends 10/31/22 https://t.co/mCY2WSrYNJ

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Enter for a chance to win October's Orbit Loot featuring A Dowry of Blood by @s_t_gibson and letters from the characters Alexi, Magdalena, and Constanta!

US: https://t.co/hj4LBq80ta
UK: https://t.co/KrURNXGMPT

US & UK Only; no purchase necessary; 18+; ends 10/31/22 pic.twitter.com/mCY2WSrYNJ
— Orbit Books @ NYCC Booth #3125 (@orbitbooks) October 4, 2022

# data[].attributes.attachment_link.metadata.attachment_props_source.data.text
Enter for a chance to win October's Orbit Loot featuring A Dowry of Blood by @s_t_gibson and letters from the characters Alexi, Magdalena, and Constanta! 

US: https://t.co/hj4LBq80ta
UK: https://t.co/KrURNXGMPT

US & UK Only; no purchase necessary; 18+; ends 10/31/22 https://t.co/mCY2WSrYNJ

# data[].attributes.attachment_link.metadata.attachment_props.original_text
Enter for a chance to win October's Orbit Loot featuring A Dowry of Blood by @s_t_gibson and letters from the characters Alexi, Magdalena, and Constanta! 

US: https://t.co/hj4LBq80ta
UK: https://t.co/KrURNXGMPT

US & UK Only; no purchase necessary; 18+; ends 10/31/22 https://t.co/mCY2WSrYNJ

# data[].attributes.attachment_link.metadata.attachment_props.text
Enter for a chance to win October's Orbit Loot featuring A Dowry of Blood by @s_t_gibson and letters from the characters Alexi, Magdalena, and Constanta! 

US: https://t.co/hj4LBq80ta
UK: https://t.co/KrURNXGMPT

US & UK Only; no purchase necessary; 18+; ends 10/31/22

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https://www.thebookseller.com/news/prh-childrens-and-speakers-for-schools-bring-online-book-clubs-to-30000-young-people
An example of a marketing technique in practice is Penguin Random House Children and Speakers for Schools, a social mobility charity, creating online book clubs to encourage children to read past the curriculum. The scheme offers teens discounted books, ranging from all formats, ebooks, audio and print copies and also includes guest speakers. I think this is really important as it allows accessibility for all young people while also creating online communities for the children to engage in, leading to possible further exploration of authors or genres they enjoyed together.

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This might not be the best example of price pulsing, but I went to Waterstones this weekend, without any real intention of buying any book. However, as soon as I stepped in, I fell on the tables where all the books had the following sticker ‘Buy one, get one half price.’ Now, there was one book on that table that I wanted. But! Instead of buying that one book, I thought I might as well take another for half price. So I did and left Waterstones with two books. Now, retrospectively, I realise I succombed to their marketing strategy. For not only was the idea of getting one book half price exciting (although, I probably would never have bought that second book full price) but it was clear that Waterstones knew their books has similar markets and had regrouped them on one table. Through that combination of promotion and regrouping by genre/target audience, the bookshop has increased it’s chances to sell these particular books. Again, this might not be the best example, but as we can see, it is effective on book-enthusiastic customers such as myself.

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A recent PRH paid advertising campaign saw several London buses painted in the famous penguin orange with the hashtag 'TurnoffAndTurnInto' plastered on the side. The campaign targeted under 25's encouraging them to stop senselessly scrolling on their phones and pick up a book during their commutes. On one bus a large arrow runs from a parenthesised "these people" and points towards the large side windows of the bus where passengers are visible. Below this the copy says "characters of a mafia story". The concept is that books can be transformative no matter your setting and the idea is to get the target audiences imagination flowing. There was various different copy used on the buses in order to advertise the different genres penguin offer, but the general formula remained the same. 

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A recent PRH paid advertising campaign saw several London buses painted in the famous penguin orange with the hashtag 'TurnoffAndTurnInto' plastered on the side. The campaign targeted under 25's encouraging them to stop senselessly scrolling on their phones and pick up a book during their commutes. On one bus a large arrow runs from a parenthesised "these people" and points towards the large side windows of the bus where passengers are visible. Below this the copy says "characters of a mafia story". The concept is that books can be transformative no matter your setting and the idea is to get the target audiences imagination flowing. There was various different copy used on the buses in order to advertise the different genres penguin offer, but the general formula remained the same. 

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List of marketing tools we looked at in the lecture

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List of marketing tools we looked at in the lecture