Happy Saturday!
This week I came across something really interesting.
Did you know octopuses have three hearts?
Two pump blood to the gills, and one pumps it to the rest of their body.
Here’s the kicker...
When they swim, the heart that pumps blood to the body stops beating.
No wonder they prefer crawling—it’s less exhausting!
Speaking of fascinating systems, I discovered an amazing marketing move from Barnes & Noble that perfectly pairs with the upcoming release of Dog Man: Big Jim Begins.
It’s a sweepstakes campaign that’s taking pre-order engagement to the next level—and the best part? You can easily adapt this strategy to your own books!
Let’s break it down.
The Strategy
Pre-orders are critical for any book launch.
They show retailers that your book is in demand, improve rankings, and help build momentum before release day.
But here’s the big challenge, how do you convince readers to pre-order instead of waiting until your book is out?
Barnes & Noble tackled this question brilliantly with their Dog Man: Big Jim Begins sweepstakes.
They’ve transformed pre-ordering into more than just a transaction—it’s now an exciting opportunity to win something extraordinary.
Here’s how it works:
When readers pre-order Dog Man: Big Jim Begins, they are automatically entered into a sweepstakes to win a jaw-dropping prize pack.
The prizes are perfectly tailored to Dog Man fans, creating an irresistible connection between the campaign and the book.
The prize pack includes a signed library of all Dog Man, Captain Underpants, and Cat Kid Comic Club books—a dream for any fan.
It also features a Dog Man Supa Buddy Action Pack and a $500 Fandango gift card, perfect for a family movie night.
To keep things fair and legally compliant, Barnes & Noble also offers a “No Purchase Necessary” option, allowing fans to mail in their entries.
In case you’re wondering, “No Purchase Necessary” means that participants can enter a sweepstakes without buying anything.
This rule exists to keep sweepstakes fair and legally compliant, ensuring that everyone has an equal chance to win, regardless of whether they make a purchase.
This ensures inclusivity while maintaining the campaign’s integrity.
The promotion runs for a limited time, ending on December 2, 2024, which creates urgency and encourages readers to act quickly.
Why It Works
This strategy hits the mark for a few key reasons:
1. It Makes Pre-ordering Irresistible
Let’s face it—pre-orders can feel like a “Why now?” situation for readers.
But by offering the chance to win an epic prize pack, Barnes & Noble turns pre-ordering into an exciting opportunity rather than a passive act.
It’s not just about buying a book; it’s about being part of something bigger.
2. The Prizes Speak to Fans
The sweepstakes prizes are a dream come true for Dog Man enthusiasts—a signed collection of Dav Pilkey’s greatest hits, exclusive merchandise, and even a $500 Fandango gift card.
This isn’t just “stuff”, it’s carefully chosen to make fans feel seen and celebrated.
3. Creates a Sense of Urgency
The deadline? December 2, 2024.
And deadlines work magic.
They tap into that “act now or miss out” feeling we all get when we realize time is ticking.
4. Generates Buzz (and Lots of It)
A sweepstakes like this gets people talking.
Whether it’s excited fans sharing the news on social media or families eagerly pre-ordering together, this strategy is a conversation starter that naturally builds momentum.
5. Everyone Gets to Play
Barnes & Noble includes a “No Purchase Necessary” option to make sure everyone can join the fun, even if they’re not buying the book.
This keeps the campaign inclusive while staying compliant with sweepstakes laws.
How to Apply It
If you’re thinking this strategy is just for big publishers, think again!
Here’s how you can adapt it for your book, even if you’re an indie author:
1. Create Your Own Sweepstakes
Use platforms like Gleam.io or Rafflecopter to manage entries.
Offer two entry options: proof of pre-order purchase or a free mail-in option to stay legally compliant.
2. Pick Themed Prizes
Choose items that resonate with your readers and align with your book’s theme.
For example:
-Signed copies of your book.
-Themed merch (stickers, bookmarks, or toys).
-A personalized experience, like a virtual storytelling session.
3. Promote Widely
Announce your sweepstakes on your website, email list, and social media.
Partner with bloggers, teachers, or influencers in your niche to spread the word.
4. Set a Deadline
Use urgency to your advantage by limiting the sweepstakes to a specific time window.
Add countdown timers to your website or social media posts to build excitement.
5. Make It Easy
Keep entry requirements simple. Uploading a receipt or filling out a short form should be enough.
Potential Downsides
Let’s keep it real—no strategy is perfect. Here are a few hiccups you might run into:
1. It’s a Bit of a Time Commitment
Running a sweepstakes isn’t a “set it and forget it” kind of deal.
Between tracking entries, promoting the campaign, and sending out prizes, it takes some planning and follow-through.
2. Prizes Can Be Pricey
Epic prizes, like the ones in the Dog Man campaign, come with a price tag.
If you’re working with a smaller budget, you’ll need to be strategic about choosing incentives that excite your audience without breaking the bank.
3. Not Everyone Will Pre-order
Let’s be honest—some folks are just in it for the prizes.
That’s okay, but it does mean you might not see every entry translate into a sale.
4. Amazon Puts Up Some Roadblocks
If you’re selling on Amazon, you can’t directly tie sweepstakes entries to pre-orders.
Instead, you’ll need to manage the campaign on your own website or social media, which adds an extra step for you and your readers.
5. Staying Legal Isn’t Always Fun
Sweepstakes come with rules (and lots of them).
You’ll need to include a “No Purchase Necessary” option and make sure you’re following the laws in your region.
It’s not the most exciting part of the process, but it’s essential to keep things above board.
Key Takeaway
Want to make your pre-order campaign unforgettable? Give readers a reason to act now with an incentive that aligns with your book’s theme.
It’s a simple way to boost sales, spark buzz, and strengthen your bond with fans.
And that’s a wrap!
You can view the strategy here
See you again next week!
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If you’re new here, welcome! This is part of my weekly newsletter where I share how top authors market their children’s books—giving you marketing ideas without the 40+ hours of research. Subscribe here!
Alex Safari
Co-founder, Zuri Book Pros
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