Merchandising may be making news these days as various online influencers try their hands at it. But sports teams, publishers, film/TV studios, and others have long understood its value. For two reasons, having "merch" as part of a book publicity campaign can be wise for publishers (and self-published authors). One is an additional revenue stream, and the other is free advertising. For example, when someone buys a t-shirt promoting your book, you earn a percentage of the sale prices. But even more importantly, when they wear the shirt, it gets your brand message out to people who see it.
Classic branded merchandise includes apparel items like t-shirts, sweatshirts, and caps. Coffee mugs and tote bags are other popular items. Newer categories include personal electric cases, especially smartphones that people carry and use daily. Because they'll have their phones out continuously, you can count on more brand exposure than with a t-shirt worn occasionally. When you think about products to offer, you can weigh their usefulness and the price you'd need to charge – is it at a level that most fans would pay? Also, is it budget-appropriate if you give the items away?
The quality of your merchandise also affects its perceived value to your target readers. Producing nicer items is not overly expensive, and the quality makes a difference. If you're writing your book as a business promotion vehicle more than to profit from selling copies, you may give away some or all of the merchandise you produce. For example, sending someone a book and a t-shirt as part of a client prospect kit can be an excellent idea. If you sell books and find a good book fulfillment house, you can ship merchandise and books together in the same package to fans. Many people will order both.
It's essential to market your book to ensure it meets your goals. Being clear about them in advance is also crucial. A mix of online and traditional publicity is often the most potent formula for success. You can do some of it through your author's website and social media. But branching out to be covered by news sites, blogs, and podcasts improves the results. Each book and author is unique, and finding a mix that works for you is necessary. Always begin with a plan and make adjustments after seeing what works best. Publicity is incremental, and the more you earn, the more you'll get in the future.
