Penguin Random House is launching two marketing programs to support independent bookstores this holiday season. The programs reflect that "the final months of 2020 are a critical time for independent bookstores," said Jaci Updike, president, sales, PRH U.S. "We wanted to find innovative ways to support the work they do on behalf of our books and authors, and to help drive sales in their stores."
The first program, "Books Give More," is a partnership with PRH's consumer marketing team; independent bookstores that promote selected titles from the "Books Give More" campaign during the holidays are eligible to receive a marketing credit based on their 2019 sales. To help drive consumer demand at the store level, PRH will promote these titles via social media marketing, online advertising and e-newsletters. PRH will also create digital initiatives that focus consumer attention on independent bookstores on an ongoing basis.
The other program supports virtual events hosted on bookstores' platforms. Called VESPER, the Virtual Events Support Program reimagines traditional event co-op for current times, when most events occur online. All divisions of PRH, along with DK, will participate in the program.
"Author events at independent bookstores are a crucial component of some of our most successful book launches," continued Updike. "We have seen firsthand how labor-intensive it is to mount a successful virtual event. We hope VESPER helps stores engage with their communities in new ways, as we all learn together how to connect our authors more closely with readers in the virtual space."
Bookstores interested in finding out more about these programs are encouraged to contact their PRH sales representative.