The success of a book is largely dependent on the efforts planned before it goes on sale. Are you activating book influencers prior to the pub date to build buzz and create an organic conversation around the book and author? Are you enabling discovery through your metadata, reviews, and giveaways? Are you reaching out to book advocates, such as booksellers and librarians? Join us to discover tactics and strategies you can bring back to your marketing, publicity, and sales teams to help them create these influential conversations that will lead to recommendations and, ultimately, sales.

1. The Success of a Book:
Building Pre-­‐Pub Discoverability & Buzz

2. Kris%na
Radke
Interna(onal
Account
Director
NetGalley
@KrisRad
@NetGalley
Heidi
Sander,
Founder
&
Crea(ve
Director
DigiWri(ng
Book
Marke(ng
Agency
@DigiWri(ng
Who’s
Who:
Michelle
Melski
Publicist
Dundurn
Press
@MichelleMelski
@DundurnPress
Bryn
Collier
Project
Manager
&
Digital
Specialist
Harlequin
Teen
@HarlequinTeen
Lisa
Marie
Smith
Digital
Project
Manager
James
Lorimer
&
Company
@LorimerKids

5. Build A Digital Author Platform

10. Secure Advance Reviews

11. NetGalley Tricks & Tips for Series

12. Share Your Reviews

13. Always Thank Reviewers!

14. Target Digital &
Traditional Media
• Middle Shelf Magazine
• Atlantic Books Today
• The Guardian
• The Eastern Graphic
• G!
• Arts East
• BUZZ
• CBD radio
• House of Q radio

16. Build Relationships With Your Local Bookseller!

17. Broadcast Events & Appearances

18. Pay It Forward: Canadian Authors for
Indies Day

19. Wrap Up Tips

20. Pub.
Date:
July
23,
2016

21. Start with Endorsements
• "A
beau(ful,
beau(ful
book."
-­‐Kathryn
Kuitenbrouwer,
author
of
All
the
Broken
Things
• "Alice
Zorn
is
a
writer
of
incredible
sensi(vity
and
precision,
and
this
haun(ng,
tender
novel
is
her
finest
work
yet."
-­‐Saleema
Nawaz,
author
of
Bone
and
Bread

22. IdenCfy Key Influencers

28. Blog Tour
• Literary
Treats
• Just
a
Lil'
Lost
• Padfoot's
Library
• Literary
Hoarders
• Lost
in
a
Great
Book

29. LocaCon, LocaCon, LocaCon

30. Key Montreal Targets
• Montreal
Gaze5e
• Montreal
Review
of
Books
• Maisonneuve
• CBC
Radio
Montreal

36. 1. Iden(fy
the
publicity
assets
and
target
market
2. Have
key
influencers
endorse
and
talk
about
your
book
3. Consumer
reviews
are
important
4. Get
the
word
out
through
social
media
5. Give
yourself
as
much
lead
(me
as
possible
to
pitch
the
book

37. Bryn
Collier
Product
Manager
&
Digital
Specialist

38. LIFEBLOOD
by
Gena
Showalter

39. PRE-­‐ORDER
CAMPAIGN
GOALS
u New
York
Times
Young
Adult
best
seller
list
u Increase
pre-­‐order
sales
by
25%
over
previous
%tle
u Build
Gena’s
name
recogni%on
in
the
Young
Adult
space
u Expand
exis%ng
readership
u Ac%vate
her
exis%ng
readers

40. PRE-­‐ORDER
CAMPAIGN
PILLARS
BUILD
CONSUMER
BUZZ
CREATE
TRADE
AWARENESS
TARGETED
ADVERTISING
ENGAGE
ADULT
CROSSOVER
READERS

41. BUILD
CONSUMER
BUZZ
u Early
reader
influencer
outreach

42. BUILD
CONSUMER
BUZZ
u Unique
event
sampling
and
experiences

43. BUILD
CONSUMER
BUZZ
u Create
highly
sharable
content

44. BUILD
CONSUMER
BUZZ
u Empower
exis%ng
fans

45. ENGAGE
ADULT
CROSSOVER
READERS
u Leverage
authors
exis%ng
plaaorms
u Target
ac%ve
crossover
readers
with
social
media
adver%sing
u Approach
media
that
support
her
adult
%tles

46. CREATE
TRADE
AWARENESS
u Specialized
outreach
to
independent
book
stores,
librarians
and
na%onal
book
chains
u Select
industry
sampling
via
NetGalley
u Increase
eGalley
distribu%on
with
NetGalley
feature
placement

47. TARGETED
ADVERTISING
u Target
ac%ve
Young
Adult
fic%on
readers
and
exis%ng
fans
u Blend
programma%c,
direct
and
social
media
adver%sing

49. Books for struggling and reluctant readers.

50. How to sell books to people who don't want to
read...
Problem:

51. Sell to their parents, teachers and librarians... then
let them deal with it.
Solu%on:

52.
• Realistic storylines that kids & teens can relate to
• Hi/lo- low reading levels but age appropriate content
• Fast-paced, short chapters
• Easy/accessible vocabulary
• Diverse characters
• Hot-button topics
• Canadian authors & Canadian settings
How do our books engage reluctant readers?

53. How do we reach the school and library market?
What do we do with their feedback?
So…

54.
• Catering product metadata to teacher/librarian
audience to generate best possible pre-pub
response.
A tiny bit about METADATA

55. PRE-PUB AUDIENCE-BUILDING
ACTIVITIES

56. Webinars

57. Ads in Online and Print Media

58. List Rentals and Third Party E-blasts

59. Trade shows and wholesale displays
and...

60. NETGALLEY

61. Canada

62. NetGalley!
US

63. Maintaining a list of pre-approved contacts who we
can trust to give honest feedback.

64. Not just to build pre-pub buzz.

65. Helps us reach new audiences that we can bring
into the rest of our marketing efforts.

66. Using pre-pub response to determine the most
effective way of marketing the book.

68. Kris%na
Radke
Interna(onal
Account
Director
NetGalley
@KrisRad
@NetGalley
Heidi
Sander,
Founder
&
Crea(ve
Director
DigiWri(ng
Book
Marke(ng
Agency
@DigiWri(ng
Thanks
for
joining
us!
Michelle
Melski
Publicist
Dundurn
Press
@MichelleMelski
@DundurnPress
Bryn
Collier
Project
Manager
&
Digital
Specialist
Harlequin
Teen
@HarlequinTeen
Lisa
Marie
Smith
Digital
Project
Manager
James
Lorimer
&
Company
@LorimerKids