Grass Roots Guerilla Marketing -- an important sales tool for books

After spending 25-plus years publicizing and marketing books, I've come to the realization that despite all the advancements in promotion (the internet, morning television, radio interviews, satellite book tours, etc. -- all important; don't get me wrong), books tend not to be bought impulsively. Rather, a book purchase is carefully considered and is often bought because of a strong personal recommendation.

Over the years, I've come to realize that many of those strong personal recommendations come from bookstore personnel. That's why, about five years ago, I began taking authors on what I've come to call Grass Roots Guerilla Marketing tours of the bookstores of greater Los Angeles.

GRGM works like this: We put a case of books in the trunk of my car and hit the highways and byways of Southern California, where we spend the day stopping at bookstores. At each I introduce my author client to as many staffers and managers as possible. We give away a copy of the author's book to the staffer we've identified as the most likely to read (and talk up) the title. If the store has copies on hand, we get the author to autograph them. Those books are typically displayed in a more sales-friendly spot like a front table (some stores have created special shelves and tables exclusively for books signed by authors who have dropped in). If there are no copies in the store, we usually get the store to place an order on the spot.

It's been gratifying to see my author clients get to know staffers at both the independent and chain stores. When you consider that last year alone, there were over 200,000 titles printed in the United States, any kind of special attention called to a title can have a big impact on sales. Store management knows this and that's why stores are thrilled to have authors drop by. And when an author thinks enough of a bookstore's staff to give away a copy of his or her book, an excellent relationship begins.


Recently, I've begun to offer the Grass Roots Guerilla Marketing program in other cities. Today, GRGM is available in the San Francisco Bay Area, Seattle, Portland, Oregon, Chicago, Milwaukee, Denver, and South Florida.

For more information, you can go to my website, http://www.kenwilsonmedia.com, or call 818-760-2678.