I think the “Books=Gifts” campaign was a great idea. Random House launched the campaign that ran in consumer publications, on websites, in email blasts, and in ads on Facebook and YouTube in November and December 2008. The campaign was an effort to hype up book sales during a dismal holiday season. Random house offered the graphics they created for the campaign for free to anyone wishing to use them. These banners can be still be downloaded for free from
Why make this just a holiday campaign? People purchase gifts all throughout the year. They buy gifts for birthdays, anniversaries, Valentine’s Day, Mother’s Day, Father’s Day, to just say thank you, and the list goes on. Incidentally, Nielsen reports that about 17% of annual book sales occur in the last five weeks of the calendar year, indicating that people do purchase books for gifts. So, why not run the Books=Gifts campaign on your website or blog all year? I have decided to do just that. The banner for this campaign will remain on my blog long past the Christmas holiday season. Books make great gifts all year. They are inexpensive, yet consumers perceive that they have value.
Bundling your book with another product can make it even more attractive as a gift. The key is to keep the package still affordable with a total price under $25.00. Bundling is simply combining two or more products together. For example, if you have a book about faith, you could bundle your book with an attractive t-shirt that says “Faith.” If you have a book geared for women, consider offering it bundled with an attractive necklace. A book for fathers could be bundled with a small plaque or paperweight, making it an attractive Father’s Day present.
This Christmas, a friend gave me a beautiful journal book with a decorative cross on the front. Along with the book, she placed a beautiful small silver cross that can hang as a decoration on a wall. Now that was smart bundling and made a beautiful, yet affordable, gift.
Here is the beauty. If you are a book publisher, you don’t need to start manufacturing jewelry or t-shirts or plaques. Partner with other small business owners who are already producing these items. Offer the bundle on your website and you aren’t out any additional money until an item is purchased.