The 7 Best Marketing Strategies from BookExpo and BookCon

In the midst of a very busy week full of meetings, parties, and panels, we got a chance to see how publishers were engaging audiences at BookExpo and BookCon. In addition to the many totes, pins, bookmarks, and ARC drops, we saw some unique marketing strategies, including quizzes, photo opportunities, and even live animals! Here were some of our favorite creative ways that exhibitors got the attention of BookExpo and BookCon attendees.

Adorable, Adoptable Pets – National Geographic

To promote Dr. Gary Weitzman’s The National Geographic Complete Guide to Pet Health, National Geographic partnered with a local animal shelter to bring pets to the show floor. Attendees cuddled well-behaved kittens and puppies, who were handling the stresses of BookExpo better than many attendees! The dogs and cats were available for adoption, which only added to the warm and fuzzy feelings at the National Geographic booth.

Sharing Author Love – Penguin Teen

Penguin Teen tapped into the resonant emotional connections that readers build with authors to promote Looking For Alaska, the upcoming Hulu show based on John Green’s 2005 novel. Attendees filled up the “Share your love for John Green’s books” display with heartfelt and vulnerable notes about Green’s books and his advocacy around mental health, grateful for the chance to share their experiences with an author who had impacted their lives. The Penguin Teen wall was a great break from branded swag, and place for readers to remember how powerful it is to be seen by an author who helps you understand yourself, and be more understood in the wider world.

Live Illustration – Scholastic

To promote Elisha Cooper’s upcoming children’s book about a canoe trip, River, Scholastic sat Cooper down at their booth with pen and paper. He worked on an illustration of the New York skyline while attendees watched. They could even get a closer look at Cooper’s illustration process via a camera and a monitor that projected his detailed work. The Scholastic team told NetGalley Insights that they wanted to give attendees a more intimate glimpse into Cooper’s work process, rather than simply providing an opportunity to meet the author and illustrator. We certainly appreciated the inside look!

Testing Audiobook Knowledge – Penguin Random House Audio

PRH Audio engaged audiobook listeners with audio themed quizzes during BookCon. Attendees listened to audio clips and answered questions about Harry Potter, movie tie-ins, Stranger Things, and fierce female characters for their chance to win a free button. Many other booths didn’t make their visitors work as hard to get a button, but judging by the PRH line, attendees enjoyed this chance to test their expertise.

Totes on Demand – Riveted by Simon Teen

Tote bags are some of the most standard swag items at any book-related event. After all, everyone needs something to put their new books in! Riveted, Simon Teen’s online platform for YA fiction, partnered with local independent screen print shop Bushwick Print Lab to give attendees a unique, high-quality tote. After braving a very long line, the attendee could choose between several different design options for their free on-the-spot screen printed tote bag. The Jenny Han quote, “It’s the imperfections that make things beautiful” (pictured here) was a particularly popular option.

Recommendation Quizzes – Penguin Random House

In addition to their audio quizzes, Penguin Random House used a short quiz to help recommend their new books to BookCon attendees. Readers filled out a short quiz that resulted in a recommendation for an upcoming PRH book, which they then received as a free giveaway. Audiences loved the Buzzfeed-style quiz and, of course, getting to walk away with the recommended book!

Book Wings Photo Wall – Bookish

Bookish gave readers a chance to spread their literary wings with a photo opportunity. They created giant wings out of books both beloved and not yet published. While they waited in line, readers talked to each other about which books in the wings they had read, which were their favorites, and which were on their TBR list. Plus, authors and publicists stopped by to find themselves or their authors in the wings. Check out some of the tagged photos here!


We left BookExpo and BookCon exhausted but inspired by the new ways that publishers are engaging readers, and the enthusiasm of attendees who will break into a run for a new book and wait for hours to meet their favorite authors. Until next year!

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