There's doom and gloom about the book industry and the upcoming holiday season from all sides. (The NYT reports on how dire it looks.)
But being a problem solver at heart - my question is - what is anyone doing about it but worrying - and if you are doing something write me and I'll post your something in this blog.
I for one am doing something about it. Two somethings in fact based on the two biggest lessons I learned in advertising which are:
1. No one can buy something if they don't know it exists and no one can adopt a new idea if they aren't exposed to it.
2. And while word of mouth is the most effective advertising tool there is you need to advertise to get the early adopters to know about the product/idea so they can try it and then spread that word.
So. This season Authorbuzz.com has created a holiday campaign to run for 31 days starting right before Thanksgiving that will deliver a half a billion impressions across some of the most popular blogs and reach over 10 million people. Yup. A half a billion impressions. We signed up all the authors and publishers in two days and will be promoting 24 different books which will alternate on all the blogs on a rotating basis.
Here's an example of the ad we'll be running:
Perfect Gifts For Under $19
The message will stay basically the same for all the books but the typeface will change to fit the cover and the word enjoyment will be swapped out for "thrills", "empowerment","laughter", etc. depending on the individual book. This is just the graphic - there will be body copy and live links to the online bookseller of the client's choice. Indy sellers, Amazon, BN, any, all.
Our goal is to make damn sure that we seed the idea of books being affordable presents this holiday season.
I'm also going to be offering the .gifs of the ads to any bloggers who want to run them - they can pick out any of the books they like and run the ads - or I'll have one made up that has no particular title - just the holiday message of buy books.
We're also planning on doing the same thing for Valentines Day, Mother's Day and Father's day.
This is affordable proactive advertising for authors and publishers.
Our industry needs to do more not less in this economy - this is the time to spend money not hold back - we need to shout that books are still reasonably priced as gifts rather than whisper it. We can't just hope consumers get the message.
Write me at Authorbuzzco at aol.com if you want the .gifs to post on your site or blog.
Let's get this message out there!!!!