When a book is released there is a marketing budget. The amount depends on how important the publisher considers the book, and its potential to sell.

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Some ways the increasingly tight marketing dollar are spent may include -

The Basics

• promoting your book at a publishers sales rep conference presentation
• inclusion in new release sheets sent to booksellers and library suppliers
• inclusion on the publisher website
• inclusion in catalogs and stocklists
• promoting your book at a booksellers’ conference presentation
• sending uncorrected proofs or advance copies to sales reps and booksellers
• sending review copies to media outlets and reviewers

Additional promotional materials
These are usually issued to promote an established author, or a specific lead title. Promotional materials are costly to produce, and have a short life, so have to be justified by the marketing department.

These may include items with your book cover or characters -

• Press Kit
• Radio or TV Advertising
• Co-operative Advertising with Booksellers or Book Industry Groups
• Full color posters of your book
• Bookmarks (the most common)
• Postcards
• Sample chapter in a mini booklet
• Badges
• Balloons
• Pencils
• Erasers
• Pamphlets
• Teachers notes
• Reading group notes (for adult books)
• Soft toy of the main character
• Bags printed with your book title or cover for bookstore sales
• Magnets
• Dump Bin or specially printed header card for the dump bin
• Counter display units
• Shelf wobblers
• Shelf labels
• Stickers
• Mobile
• Cardboard cut out of your main character
• Character suit (for big name established characters only)

Generic Promotional Materials
With limited budgets, generic materials may be used. These may include e.g. bookmarks, bags, pencils and a dumpbin header card, which say something like “Acme Publishing. The books kids love to read.”

If there are no additional promotional materials, consider having some bookmarks professionally printed yourself.”

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