1 thought on “How to promote picture book stories?”

  1. 01 Different channels targeted marketing

    With the change of children’s book market pattern, online and offline channel marketing is also more targeted. This year’s “June 1” Children’s Day, the marketing layout of the publishing house is mostly based on the different characteristics of physical stores, traditional e -commerce, community, short video live broadcast platforms. For example, the 21st Century Publishing House Group has selected the first and second -class stores to plan some core products for the placement and profit promotion for the physical store channels. For online channels, on the one hand, participating in e -commerce platforms such as JD.com, Dangdang, Tmall and other e -commerce platforms; on the other hand, strengthen the marketing efforts of the new media sector, including the joint promotion and short video marketing of the publisher of the publishing house, as well as Plan the key marketing activities of single -product books on Douyin and other channels. Marketing varieties are fully rolled out, covering classic best -selling children’s books such as “Different Camera”, but also includes “Wu Youyan School of School” and “Hi!” Dodge “” Interesting Ancient Class “and” Famous Detective Conan Discovery Series “popular science comics and other new products, these products have achieved better promotion results.

    The “June 1” marketing of the Publishing House also exerts multiple channels. On the one hand, linked to Xinhua Bookstore for profit sales. On the other hand, through WeChat public account platforms and short video APPs and other promotional products, links to Hope Publishing Hope Publishing Hope Publishing House Tmall Store, WeChat and other own sales platforms. At the same time, before and after “June 1”, Tmall flagship stores attracted consumers by setting up store coupons, products 50 % off, and full -time promotional policies. And through the Tmall 6.18 event, it is “June 1” marketing drainage through official channels.

    02 Multi -form live broadcast occupies “C position”

    Live broadcast marketing has become the C -position in various marketing nodes after becoming “standard” in publishing agencies. Daren live broadcast, new book listing live broadcast, warehouse live broadcast, publishing house live broadcast … At present, the gameplay of the book, especially the children’s calligraphy sector, is also more diverse. This year’s “June One”, a number of publishing agencies use live broadcast as the main marketing strategy to accompany their children to the holiday through live broadcast. For example, Qingdao Publishing House opened the “Children’s Book Broadcasting” on the day of June 1, and recommended the Qing version of Children’s Books for 6 hours. Many children’s book brands such as sesame and bear children’s book and iron planet of Jiangxi Education and Publishing Club have also conducted live broadcasts of “June 1”.

    In addition, before the Children’s Day of “June 1”, fun also joined hands with the Wei Ya live room to prepare the fun and interesting science science three -dimensional book “Mysterious Marine S three Books” as Children’s Day gifts. With rigorous and meticulous content and logic, and more than 20 interactive institutions and content matching the interesting form of the knowledge points and extending the establishment of the establishment of the body, they achieved a good result of 40,000 copies of the night in the Weiya live broadcast room and obtained it. Tmall Children’s Book Brand and Children’s Books are good for sales (data source: Tmall business staff background data on May 26, 2021).

    03 巧 选

    In addition to attracting consumers with discounts, there are also many channels through “June 1” exclusive selection, new book recommendation, etc. Forms add interest to Children’s Day. It can be seen that most of the children’s books published on WeChat or short videos, Douyin and other platforms for “June 1” book recommendation. There are also some publishers to enhance their gift attributes through selection groups. For example, the relay publishing house launched a special event for “Six One” Children’s Day Gift Box “Gift Box for Children’s Day” Gift Box on Dangdang and JD.com. “14 Mouse Gift Boxes”, “Twenty -Four Em who Solar Gift Box”, etc., a variety of classic IPs and children’s book brands are launched together. At the same time, the relay agency also borrowed the cooperative store to cooperate. During the 5.22 ~ 6.1 period, the selection of boutique books such as the “Owl Kingdom” series, the signature version of the Peng Yi signature “Meeting Happy Childhood” picture book selection big gift box, “Baba Daddy Daddy Dad The classic story “series,” Bai Xi’s picture book luxury gift box “and other enjoyed 6.1 discounts.

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