Bring on the Swag! Marketing Your Picture Book ~ by Patricia Toht with Hazel Mitchell

The months to the release of my first picture book are ticking away, and the pre-pub panic continues. But of all the things I need to do, I may have the best handle on promotional materials, due in large part to advice from author/illustrator Hazel Mitchell.

Hazel Mitchell with the real Toby

Hazel has visited the GROG before, upon the release of WHERE DO FAIRIES GO WHEN IT SNOWS?, just one of the books she has illustrated. Today she drops by to tell us about TOBY, her first book as author and illustrator. Below, Hazel reveals the promotional efforts that helped propel TOBY's terrific sales. (Read through to the end to discover just how terrific...)

Hazel: TOBY, published by Candlewick Press, is my first book as both author and illustrator. 

I've illustrated many books as collaborator, but the first "solo" gig is pretty special. In this crowded marketplace and with publishers' marketing budgets somewhat limited, I wanted to do my best to give TOBY a good start in life.

I've always tried to do some promotional giveaways with previous books - posters, postcards, bookmarks, stickers. I'd give away a copy of the book and prints of artwork, and I'd make activity sheets and booklets to give at signings. But this time, I wanted to do more.

Toby's 'Hollywood' photo

Toby (the real dog - my book is based on him) already had a good following on social media, mostly Facebook. Several months before the book came out, I started up a Twitter account for him, too, tweeting about his life and his book, in readiness of the pub date. I live way out in the sticks of Northern Maine, so it made sense to utilize social media to spread the net wide.

Encouraging pre-orders was not something I had addressed with previous books. Folks need an incentive to pre-order, and I felt that a poster or something wasn't going to cut it. I wanted something special, but not cost-prohibitive.

So I planned a pre-order "swag bag" and started to think about what I could include that would be appealing, yet within budget. 

How cute is this?!

Here's the thing - for every swag bag I sent out to someone who pre-ordered the book, I knew I could ask them to share a post or photo.  The power of the visual is everything! With the swag bag, I included a note thanking them for pre-ordering and asking politely if they could post a review at Amazon or B&N or Goodreads, too.

In return for these favors, I wanted people to feel excited about the Toby swag. As an illustrator with a graphic design background, I could design many items myself and print them at home. I'd already decided on some items that I wanted for future book signings, so I ordered larger quantities which dropped the overall cost per item. 

Collector's edition TOBY stamps

I also wanted to include a few higher cost items that the recipient wouldn't be able to get at any other event. I decided on a 'collector's edition' USPS first class stamp of Toby and a fridge magnet.

Here's what I included in the package:

• Read to a friend poster (made/printed by me)

• Toby Treats recipe sheet (designed by Elle Jauffret/printed by me)

• How to draw Toby sheet (made/printed by me)

• Coloring sheet (made/printed by me)

• Toby bio sheet (made/printed by me)

• Postcard (7¢ each)

• Bookmark (7¢ each)

• 4 stickers (44¢ for the four)

• Button (23¢ each)

• Temporary tattoo (11¢ each)

• Fridge magnet (40¢ each)

• Collector's edition 1st class stamp ($1 each via Zazzle)

• Signed bookplate (made/printed by me)

• 'Hollywood' signed Toby postcard (made/printed by me)

• Postage ($1.52)

I put everything in a good quality polythene baggie, sealed with a paw sticker, and mailed it in a good quality envelope (with a Toby sticker and rubber stamp paw print on the front).

I estimate the cost of each to me was $4.50, including S&H.

Oliver with his Toby button

I had NO IDEA how many people might pre-order! But I knew from experience that only a small percentage of people who saw my post about it would actually order. But many more would read about TOBY. I could also have limited the deal to 'the first 50 people' or similar. I also had no idea if it would make a difference! 

I posted the swag bag deal online about 6 weeks prior to publication and people started ordering before I had even posted what would be in it! 

It may seem like a lot of money to spend on a giveaway that is in no way covered by royalties per book. But that's not the point. Here's what it did for me:

It made lots of people instantly aware 

that TOBY was on the way, 

and they shared their photos on social media. 

Ava and Toby postcard

I sent the swag bags out a couple weeks before the book published. People were already sharing their pictures online and helping to raise awareness of the book (dogs wearing buttons, children with swag, etc.) More people pre-ordered! When the books arrived, another slew of photographs were posted. It was wonderful to see!

In all, I sent out about 80 swag bags. It was a lot of work for sure - time spent stuffing bags, making envelopes, mailing. But I loved sending something to people who would be excited to receive and save the goodies.

The pre-order excitement really did help with the visibility of the book - with bloggers, librarians, bookstores, and media. I invested time and effort, and roughly the cost of a small advertisement in the press, and in return increased TOBY's visibility exponentially. I will never know the number of people the pre-order promo reached, or how many it influenced to buy TOBY. But here's a concrete computation: TOBY went into 2nd printing after only 2.5 weeks of publication! I like to think that all of the hard work I've done on promotion helped toward that, and I know my publisher thinks so.

Hazel's six quick tips on swag:

1) Decide on a budget.

2) Tie it in with your book. Is there a special hook or theme?

3) If you're not an artist, find a friend who is and barter with them.

4) Search for the best deals on printing and items. Look for vouchers on coupon sites.

5) Whatever your budget, try to find a meaningful item that the reader will covet. (It could even be something homemade!)

6) Google "swag bag" online or on Pinterest for lots of great ideas.

Thank you, Hazel! What a brilliant marketing effort!

Readers, you can find Hazel's website here.

Find her "website-within-a-website" for TOBY here.

Connect with Hazel on Facebook.

Follow Hazel on Twitter.

To see the Toby Treats recipe sheet, click here.

I'll leave you with a final photo of the Toby fan in our house:

Where Do Fairies Go When It Snows? and a Book Giveaway ~ by Patricia Toht

When my daughter was young, we visited a Waldorf school where we bought a set of fairy dolls, much like these:

"Eco Flower Fairies" available here.

The fairies were soft and colorful and the perfect size for a pocket. My daughter spent hours building a fairy world around them -- a pine cone became a pine tree, a pile of leaves was a soft fairy bed. She was a child who would've wondered (and worried) about fairies in the winter. I wish I had this new book to share with her then:

Where Do Fairies Go When It Snows? explores this question with rhyming questions and charming illustrations. It will wing its way into the world on October 15. Author Liza Gardner Walsh and illustrator Hazel Mitchell have dropped by to tell us about their wonderful, whimsical new book.

Hello, Liza! What draws you to writing about fairies?

Author Liza Gardner Walsh

What draws me to writing about fairies is first that I am a bit in the clouds myself. Sometimes I feel as if I might float away! But really, the main reason is seeing the wonder and magic of believing in children’s faces. The care and devotion that these young people put into creating worlds for the fairies and their utter earnestness about the endeavor is a true joy to watch. There is an underlying message that if you are kind and make the world better, the fairies will be happy. If I can in some small way encourage kids to make the world better than I feel like I am on the right track.

How was the process of writing this picture book different from your other books about fairy houses and fairy gardens?

This book was a joy to write because I started my writing career as a poet and I was able to put that hat on again. Although using less words doesn’t mean it is easier, there was a breeziness to writing this one that my other longer fairy books don't have. I was also working as a preschool teacher as I wrote this and listening to the most amazing questions each day. Sometimes questions don’t have an answer but imagining the possibilities is the best part!

And hello to you, Hazel! The books you’ve illustrated have vastly different stories. How do you go about starting your illustrations?

Illustrator Hazel Mitchell and Toby,
who will star in an upcoming book.

Yes, I've had a diversity of subjects to illustrate in my career so far! It's been interesting. When illustrating someone else's story I begin by reading the manuscript several times. The first time I read straight through to understand it and get the feel of it. Then I start thinking about the setting of the story, the characters, the mood, whether it’s non-fiction or fiction, narrative or not, what age group it’s for and what kind of illustrative style might fit.  Is it realistic, fantasy, fun, serious, cute? All these things give me a feel for what’s required. Sometimes I'm guided by an art director’s brief and sometimes I’m let loose with a free rein. On the next read through I’ll begin to make notes, jot down ideas for illustrations and characters. Start to think about where the page turns are. Maybe I will start to do picture research or mood boards. Then I’ll start to sketch the main characters. Once things are beginning to evolve I’ll dive right into thumbnails and I am off!

Wow, that's quite a process! In Where Do Fairies Go When It Snows?, what helped you capture the fine details of nature?

Liza's story suggested the environment fairies live in. I started to see scenes straight away. To understand where fairies really lived, I needed to look a little deeper. Liza has a couple of other great non-fiction books published by Down East Books about fairy houses and where fairies live, so I was able to do some research with them and see a multitude of REAL fairy houses in the wild! It helps that I love drawing nature and little critters and all kinds of tiny detail. Being British I grew up reading Beatrix Potter, Wind in the Willows, The Borrowers … so small worlds are in my blood! I had a wonderful time imagining fairy houses.

I see that you are both Maine residents. Just for fun, what is the best part about living in Maine and what is the worst?

Liza: The best thing about Maine is that it feels like its own country—rugged a little hard to reach, and the people who live here have this deep creative ingenuity and unique spirit.

Hazel: Best – Lobster! Worst – Black Fly!



Thank you for giving us a peek at your book, Liza and Hazel. 

Readers, you can join in on the fun of this new release! Liza and Hazel have graciously offered to GIVE AWAY a copy of Where Do Fairies Go When It Snows? and an adorable Winter Fairy Kit. Enter by commenting below. Winners names will be drawn in one week.

Isn't this wonderful?
(I know a not-so-little girl
who would love one...)

You can also support your local fairy author and illustrator by purchasing a copy of Where Do Fairies Go When It Snows? at indiebound or Amazon.

Liza Gardner Walsh has worked as a preschool teacher, children's librarian, writing teacher, museum educator, and holds a master's degree in writing from Vermont College. She is the author of several other books including Fairy House Handbook, Treasure Hunter's Handbook, and Muddy Boots.

Find Liza's website here, her Facebook page here, and on Twitter here.

Hazel Mitchell's first book was published in 2011 and her latest books also include Animally, Imani's Moon, One Word Pearl, and 1,2,3 by the Sea. Her first book as author/illustrator, Toby, will be published in 2016 by Candlewick Press. She is represented by Ginger Knowlton at Curtis Brown Ltd., NYC. 

Find Hazel's website here, her blog here, her Facebook page here, and on Twitter here. 

Let's celebrate Liza and Hazel's new book! Congratulations!