More Promotional Ideas for Publishers

When I read of this promotional item from Scholastic, Inc., US publisher of the Harry Potter series of books, it made me think how book printers can leverage the idea for their other customers.

Book Sense ran the following article:
Special Harry Potter Gift Card Created for Book Sense Stores
Beginning next week, booksellers participating in the Book Sense Gift Card program will be able to order a special limited edition Harry Potter Book Sense gift card and coordinating presenter, which have been created in cooperation with Scholastic, Inc., the U.S. publisher of J.K. Rowling's record-breaking Harry Potter series. The gift card will feature art from the eagerly awaited Harry Potter and the Half-Blood Prince, which has an on-sale date of Saturday, July 16.

What Scholastic has chosen to do is print “book reservation cards” that fit inside of envelopes to pre-sell customers on the forthcoming title. Scholastic’s printer will print the cards and envelopes. Scholastic will be responsible for distributing them to participating bookstores.

Savvy book printers will take this idea and sell it to their current book printing customers. The concept is simple. While a book is being edited and typeset, suggest to the publisher to print some “reservation cards” and envelopes based on the cover art of the book. The reservation cards are then sent to bookstores, distributors and individual readers who may want to buy the book when it is printed. Furthermore, the book printer can offer to mail the reservation cards for the publisher if the publisher provides a list. In that way, the book printer has created two additional printing opportunities for this title.

The lesson to be learned is not to be afraid to “borrow” a good idea from one source to use with your book publishing customers. The idea doesn’t have to be original to be effective for the printer and the publisher.