Reaching and engaging readers effectively!

Chetanram Shewale, Proprietor, Dev Enterprises and Dhyaas Bookstore, Nashik shares how to effectively market books at a bookstore.

AABP: Brief us about your bookstore as to who are your primary customers and what genres or types of books are most popular in your store?

Chetanram: Our primary customers include families, professionals, and business persons. Among the various genres we offer, Non-Fiction is the most popular, particularly books on Self-Help and Business Management that resonate well with our customer base, reflecting their interests in personal development and professional growth. Additionally, Children’s books are in high demand, catering to families who prioritize reading for their young ones. Marathi books also have a significant following, appealing to readers who appreciate regional literature and culture.

AABP: How do customers usually find out about new books in your store?

Chetanram: The book placement in our store is strategically arranged to encourage customers to explore further as they enter. We feature New Releases prominently at the front and showcase Bestsellers on dedicated gondola displays. We display the promotional material like Posters, Bookmarks, Tent Cards highlighting new released books.

AABP: What recent trends in book marketing have you noticed?

Chetanram: Recent trends in book marketing reflect the growing influence of digital media and evolving consumer behaviors. Key trends include:

• Social Media Marketing: Platforms like Instagram and Facebook are central to book promotion, with engaging content and influencer collaborations enhancing visibility.
• Content Marketing: Authors now actively market through blogs, newsletters, and behind-the-scenes content, adding a personal touch.
• Virtual Events: Webinars, online launches, and virtual book clubs connect authors with readers globally.
• Email Marketing: Personalized newsletters and automated campaigns effectively drive sales and keep readers engaged.
• Crowd funding and Pre-Orders: Platforms like Kickstarter and pre-order campaigns build early interest and support.
• Data-Driven Marketing: Using analytics and A/B testing helps tailor marketing strategies to specific reader preferences.

These trends emphasize interactive, personalized, and digital-focused approaches to engage readers effectively.

AABP: What marketing channels do you use to promote books and which channel has been the most effective for you and why?

Chetanram: To promote our books, we leverage social media platforms such as Instagram and Facebook, as well as communication apps like WhatsApp. These platforms are highly effective because they are widely used by our readers, allowing us to connect with a broad audience. Instagram and Facebook help us visually showcase our books, share updates, and engage with our community through comments and messages. WhatsApp, on the other hand, provides a more personalized communication channel, where we can directly reach out to customers with tailored recommendations, updates, and special offers. This combination of platforms ensures that our promotions are not only convenient but also impactful in reaching and engaging with our readers..

AABP: How do you decide which books to promote heavily?

Chetanram: We heavily promote books by best-selling authors and those related to current and trending topics. Bestsellers are featured prominently to attract readers looking for popular titles, while books that address timely or trending subjects are highlighted to capture the interest of those seeking the latest and most relevant content. This targeted approach helps us stay aligned with market demands and engage with a wide range of readers.

AABP: Do you collaborate with authors for book signings, readings, or other events? How effective are these events?

Chetanram: Yes. We collaborate with authors for Book Launches, Signings, Book presentation sessions at schools. These events are very effective as it helps promote book reading as well as our Bookstore. The attendees of the events then later visit our store to buy more books.

AABP: What role does customer feedback play in your marketing strategy?

Chetanram: Customer feedback provides valuable insights into the needs, preferences, and pain points of the customers. By understanding these insights, we tailor our marketing strategies to better resonate with our target audience, driving enhanced engagement and satisfaction.

AABP: Do you have an online store? If yes, what percentage of your sales come from online vs. in-store?

Chetanram: Yes. Around 20% of the business comes from online store vs. in-store.

AABP: How do you utilize social media to market books? Which platforms do you find most effective?

Chetanram: Social media is central to our marketing at Dhyaas Bookstore. We use Instagram and Facebook to share visually appealing posts about new arrivals, staff picks, and themed collections. Instagram helps us engage with a vibrant book community, while Facebook reaches a broader audience with event announcements and reviews. We also use WhatsApp for direct, personalized interactions with our customers. This approach not only promotes our books but also builds a strong community around reading.

AABP: Do you run any online advertising campaigns (e.g., Google Ads, Facebook Ads)? How effective have these been?

Chetanram: We’ve been running paid ad campaigns on Instagram and Facebook, which have significantly expanded our reach to targeted customers and boosted our page followers. These campaigns have also generated a variety of inquiries about book availability, leading to increased sales.

AABP: How often do you run promotions or discounts on books? What types of promotions have you found most effective?

Chetanram: We run promotions and discounts on books thrice a year. Mostly before the vacation periods, during festivals and timely social events like elections, monsoon etc. Percentage discounts are most effective.

AABP: How important is cover design and book packaging in attracting customer attention?

Chetanram: Cover design and packaging play a crucial role in attracting customers. We’ve found that some books didn’t sell well with their original covers, but after updating to more attractive designs, they became bestsellers.

AABP: Is there anything you wish publishers would do differently to help market their books more effectively?

Chetanram: There are a few things publishers could do differently to enhance the marketing of their books:

1. Increased collaboration: Greater collaboration with bookstores on promotional events and marketing campaigns can create more targeted and effective promotions. Publishers could work closely with bookstores to design joint events, in-store displays, and exclusive offers.
2. Enhanced digital marketing support: Providing more robust digital marketing tools and resources, such as ready-made social media content, ads, and email templates, would help bookstores and authors better promote new releases.
3. Flexible marketing materials: Offering a variety of marketing materials, including high-quality images, engaging videos, and interactive content, would allow bookstores to tailor promotions to different platforms and audiences.
4. Advance review copies: Offering more advance review copies and digital galleys can help generate early buzz and reviews, which are crucial for building momentum before a book’s release.
5. Personalized outreach: Personalized marketing support from publishers, such as tailored recommendations and targeted promotional strategies based on specific bookstore demographics, can enhance the effectiveness of book promotions.
6. Author Engagement: Providing authors with more opportunities to engage with readers through virtual events, social media takeovers, and Q&A sessions can drive interest and create a stronger connection between the book and its audience.

These steps would help create a more collaborative and dynamic marketing environment, benefiting both publishers and bookstores in reaching and engaging readers effectively.