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Last week, Esquire reported on how some publishers send book-themed goodies – “merch,” as the Young People say – with advance reader copies (ARCs) going to TikTok and Instagram influencers.

What the Esquire essayist might not realize is that this is a long-standing practice in consumer product publicity.

Why, when I was your age…

Waaaaaaaay back when I was a publicist at what was then the world’s largest PR firm, we often sent attention-getting and relevant gifts with press kits. They weren’t extravagant, but they weren’t tchotchkes, either.

It usually worked.

And it often made my telephone follow-up calls easier.

That was the case with the bicycle horns included with a Schwinn press kit. As soon as I mentioned the horn to a journalist recipient, they’d say, “Oh yes! I remember that!”

What are publishers sending with ARCs?

This tactic works best when the gift makes sense.

In my Schwinn example, the connection between a bike horn and a well-known bicycle manufacturer was obvious.

Publishers seem to be focused on making a clear connection, too.

As “The Merch-ification of Book Publishing” notes, each influencer ARC box includes just a few gifts linked to the book’s graphics or themes.

For example, for a book set in Long Island, N.Y.’s wealthy Hamptons area, influencers received:

• An ARC
• A tube of pricey sunscreen
• Sunglasses in book cover colors
• Cookies from Tate’s Bake Shop, which started in Southampton

(Sidebar: Tate’s gluten-free chocolate chip cookies are the best I’ve ever had…link added for fellow celiacs.)

Searching for #bookmerch on Instagram, I found fiction ARC gift boxes that included:

• Tote bag, t-shirt, and sticker
• Notepad with the book’s graphics and a tiara
• Crown replica

DIY ARC gift packages

These examples are from publishing houses. What if your publisher isn’t willing to support your book this way? Or if you’re self-published?

Can you do this yourself?

Of course you can!

You can easily send clever merchandise with ARCs, especially if you don’t try to match or compete with big publisher budgets.

5 steps to send clever merchandise with ARCs

Here’s how to get started.

1. Keep your distribution list small.

What’s most important to your author career right now? Rewarding your most loyal super fans? Getting on the radar of a top influencer in your genre or field? Connecting with up-and-coming reviewers?

Understanding who you need to influence now will help you narrow down the list of potential recipients.

While it’s always a numbers game – the more ARCs you send, the more likely you are to enjoy some level of exposure – once you start spending money with gift boxes, less is more in the beginning.

Starting with just a handful of recipients (5? 10?) allows you to test ideas, become familiar with vendors, and gauge results.

2. Brainstorm gift ideas.

I like to brainstorm with another person who understands what I’m trying to do and can contribute ideas.

If you write fiction, start by listing relevant details, including the book’s mood and tone, themes, protagonist characteristics, settings, and so on. That process could lead to a Greek evil eye key chain for a thriller set in Greece, for example.

Nonfiction authors can prep for brainstorming by listing key messages and ideas from the book along with tools used to accomplish them.

Get creative! Imagine what you’d like to receive with an ARC and apply that to ideas for your book.

Write down all ideas– don’t discard anything – before zeroing in on those you like the most.

3. Keep it practical.

Today’s readers are increasingly concerned about sustainability and waste. Tiaras are fun, but they’re a throwaway item, aren’t they?

On the other hand, if your book involves royalty, a faux crown works just fine.

Here are just a few generic items you can order with custom graphics that connect with your book specifically or with books in general:

• Tote bags
• Note pads
• T-shirts
• Can koozies (neoprene beverage can sleeves)
• Pencils embossed with your book title or bookish sayings
• Coasters
• Coffee/tea mug
• Imprinted Post-its®
• Key chains

Don’t let this list limit you. You might have bigger ideas!

4. Get it done.

The biggest challenge for me in this situation is figuring out how to execute my idea.

Here are a few resources that might help you overcome that obstacle.

• Amazon – You can find just about anything on Amazon, and can sometimes get what you need in bulk quantities for items that include personalized pencils.
• Etsy – Looking for personalization? You might find it here.
• Moo – Use Moo for printed products that include stickers, labels, notebooks, and postcards.
• Vistaprint – This is another reliable source for printed merchandise that includes notepads, stickers, labels, and note cards.
• Zazzle – Thinking about custom t-shirts, mugs, or other items that are more expensive than key chains and pencils? This is the place to start. Create, then order.
• CafePress – Like Zazzle, CafePress lets you create products.
• Canva – Need a little design help for anything you’ll imprint? Design site Canva can help.

In addition, when searching online for items you’d like to be imprinted with the book title, your character’s image, or anything else, use the term “advertising specialties,” as that’s what they’re called. Adding your city and state to that phrase will help you find a local supplier if you’d rather talk to a pro than wing it on your own online.

5. Follow up.

Make the most of your investment by following up with the influencers you’ve sent packages to.

Rather than ask if they’re going to review your book, ask if there’s anything else they need from you to decide if they’d like to review it.

Not a big name? Doesn’t matter

So what if you’re not a big publisher with a big promotion budget? You can still embrace big publisher tactics that include sending clever merchandise with ARCs. Just do it on a smaller scale.

Less is more – send fewer packages, include less merchandise with each ARC.

But don’t dismiss the idea because you’re not with a big-name publisher.

My experience with this tactic as a publicist taught me that it’s effective whether you’re sending out three packages or 33.

Follow the publishing leaders and give it a try.

Not sure if this tactic fits into your book marketing plan because you don’t have a book marketing plan? Download my free Build Book Buzz Book Marketing Plan Template now! It comes with complete instructions and examples. Don’t wait!

What big publisher promotion tactic have you tried that worked? Please tell us about it in a comment!