Thursday, January 16, 2020

Ellen Meeropol's ARC tour: Innovations in Book Marketing

Reported by Robert Gray in Shelf Awareness, the road trip that Ellen Meeropol took with a car full of ARCs, visiting "58 indie bookstores in 15 days" is remarkable.

A screen shot of the Shelf Awareness article, including a photo of Ellen by her car, which featured signage about her upcoming book release.

While not done for a children's book, the idea is replicable. (Ellen credits the idea to her friend and fellow Red Hen Press author Cai Emmons, who made a similar indie pilgrimage for her novel.)

As Ellen put it,

"So what was I doing in October and November was driving around New England with ARCs and chocolate bars covered in the image of the book jacket, visiting indie bookstores? The plan was to personally introduce my new novel to booksellers, store owners and fiction buyers. I asked them to take look at my novel, to consider stocking it, making an IndieNext nomination, recommending it to book groups and handselling it to customers."

And that personal touch seems impactful — Ellen's a former bookseller herself, so her strategy was thoughtful (and included chocolate.)
"I didn't use a standard pitch. When I handed them the ARC, most booksellers immediately turned to the back and read the short description and the blurbs. I followed their lead, about offering more information or not. Often our conversations were more about bookselling and our favorite current reads than about my book."
The result? When asked, Ellen answered,
"What difference will it make to my novel? I don't know. But in these days of increasing grassroots book promotion, I'm happy to have driven those roads, visited those stores, and met those booksellers."
The article about Ellen's ARC tour of indie bookstores is well worth-reading.

Illustrate and Write On,

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