Marketing

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07 Jun

New Rules Open Doors and Portals for Retailers

"The New Rules of Marketing and PR for Retailers" was presented at BookExpo America on Saturday morning by David Meerman Scott. The hour-long session was based on Scott's new book of the same name subtitled, "How to Use News Releases, Blogs, Podcasting, Viral Marketing & Online Media to Reach Buyers Directly."

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19 Apr

Scholastic Sponsors a Contest to Celebrate Main Street

Does your town love its Main Street? Starting May 2, Scholastic Inc. and the American Booksellers Association will offer a way for your town to prove it -- and a chance for participants to win a Main Street spending spree. Scholastic and ABA are partnering to bring the Main Street Contest -- an essay contest for children -- to Book Sense bookstores.

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05 Sep

Generic Shelf-talkers Now Available for Download

Downloadable, customizable generic staff pick shelf-talkers were recently added to the marketing materials available to ABA member booksellers via the association's trade website, BookWeb.org. The shelf-talker is available in PDF and Word formats.

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24 Aug

Books & Books Shows Itself Via Digital Media Kit

Miami's Books & Books is renowned for a wide-ranging events calendar that has included readings by Hillary and Bill Clinton and Elie Wiesel, cooking demonstrations by Rachael Ray and Anthony Bourdain, and weekly lectures and discussions on a broad list of topics.

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09 Aug

Rules of the Handsell


Melissa Lion

By Melissa Lion

Diesel, A Bookstore is known in both its communities -- Malibu and Oakland, California -- as a great store to visit for reliable, well-suited recommendations. Here are the rules that I, one of Diesel's enthusiastic handsellers, follow:

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27 Jul

Handselling on Air

Generating buzz about literature and literary events over radio airwaves has become a key part of the branding and marketing efforts of more than a few independent bookstores. For some, this may be through participation in a program such as The Spoken Word, and for others, through a seasonal appearance on National Public Radio's Morning Edition with Susan Stamberg.

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22 Jun

Keeping Kids Coming Back for More

Collette Morgan of Minneapolis' Wild Rumpus is a master at creating authorless events that not only draw crowds, but that also ensure that her young customers continue to return to the store through high school and beyond. Morgan recently shared some of these memorable events at the ABA panel "Creating Killer Events" at BookExpo America. This week, BTW talks with the events guru herself about some of her store's unusual, crowd-pleasing activities.

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07 Jun

Killer Events Knock 'em Dead

Booksellers attending the panel on "Creating Killer Events" on Thursday, May 18, at BookExpo America heard from experienced booksellers about the importance of making an independent bookstore the community center for great author (and "authorless") events, to sell books, to garner free publicity, and to strengthen ties with customers and other key community institutions.

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20 Dec

Still Time to Don the Yellow Hat

Booksellers who are eager to get into the swing with Curious George, whose eponymous film opens on February 10, still have an opportunity to grab a yellow hat and other special promotional materials from Book Sense. However, quantities are extremely limited.

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30 Nov

Color New Curious George Promo Yellow

In celebration of the movie Curious George, opening in theaters nationwide on February 10, 2006, Houghton Mifflin and Book Sense have produced exclusive materials -- including a two-foot high yellow hat (for The Man with the Yellow Hat, of course) and a Curious George-wrapped disposable camera -- to help booksellers create, and capture, displays and special events. The materials are being sent in a special Yellow Box mailing to arrive in stores by December 9.

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03 Nov

Store Creates Marketing Campaign Featuring Famous Unknowns

When Roger and Margy Layton, the owners of The Read Leaf Bookshop in Springville, Utah, were looking for a new marketing campaign, they thought of the uniqueness of their customers and staff, as well as the diversity of their inventory. And that was almost all they needed.

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20 Sep

Weekly Feature Looks at Books in the Media

Every week, Bookselling This Week's Media Guide provides timely information about books and author appearances featured in print publications and on TV and radio programs, as well as news about regional and national book-related events. This information is a helpful tool for booksellers planning orders and displays, and may come in handy when trying to track down titles sought by customers who saw or heard something in the media, but are lacking a title.

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16 Aug

Make Your Mark Through Marketing

Chuck RobinsonBy Chuck Robinson, co-owner of Village Books in Bellingham, Washington

"If you build it they will come" is a great line from a great novel and movie. As a business marketing philosophy -- often adopted by booksellers -- it leaves a great deal to be desired. They will come when they are invited and invited and reminded and reminded. In other words, when marketing is used effectively.

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18 May

ABA Seeks Bookseller Input for 'Innovative Events' Session

The American Booksellers Association is seeking member input for its BookExpo America "All-Day Education Program" session "The Bookstore as a Third Place: Making Your Store a Community Center Through Innovative Events." The event, which will be held from 2:00 p.m. - 3:00 p.m. and again at 3:15 p.m. - 4:15 p.m., on Thursday, June 2, will focus on creating events to position the bookstore as a center for community and political action.

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24 Mar

ABA Announces Partnership With Constant Contact

This week, ABA announced a new partnership with Constant Contact, a leading company that provides services to manage e-mail marketing campaigns. Through this partnership, all ABA member bookstores will have access to Constant Contact's suite of tools -- making it easier to create and send compelling e-mail newsletters -- and will earn annual rebates for participating.

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About ABA

The American Booksellers Association, a national not-for-profit trade organization, works with booksellers and industry partners to ensure the success and profitability of independently owned book retailers, and to assist in expanding the community of the book.

Independent bookstores act as community anchors; they serve a unique role in promoting the open exchange of ideas, enriching the cultural life of communities, and creating economically vibrant neighborhoods.

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