Copywriting ·
Book marketing ideas — How High We Go in the Dark
An interactive bookshop display built from waste material, where readers answer the book's question on the wall and the window fills up.
The first document in the How High We Go in the Dark campaign: a short concept note working out who the book is for and what would make a browser pick it up.
It starts from three questions — which audiences to attract, how to increase the chance of a sale, how to present a much-described book as unmissable — and lands on a display: built from recycled and otherwise waste materials, with a blank wall where readers post their own answers to the book's central question. The window fills up as the campaign runs, and the display becomes the thing passers-by stop for.
The concept held: the same display appears, costed, in the campaign's marketing plan.
- For the How High We Go in the Dark campaign
- First concepts for making a browser pick the book up
- 258 words
- The display concept carried through, costed, into the marketing plan
Book marketing ideas
What audiences are you looking to attract? Young audiences, people invested in the future of the planet.
What could you do to increase the chances of sale? Maybe stamp in book for people who buy the book during the promotion/release
How do you use this method to rebrand a book which has been written in multiple different ways and present it to the reader as something they shouldn’t miss out on? If everyone is talking about a book display then people are going to want to have the inside scoop on the story. Also make it clear that the book is a reaction to our current crisis so they are part of the plot/slash can change the plot.
Display
Made of recycled (otherwise waste) materials with a blank wall for people to fill with answers and entries to the question ‘What do you think will happen if we don’t make a change?’. People can write answers (for example, Zombies, Apocalypse, Ice Age) and put it up in the window display. The movement in the store will attract attention and people will be curious to see what is happening/ want to come interact. Post about the interactive display on social media and have a website where people can upload ideas and drawings. Have the book displayed in the middle of the window with people having to walk around it to reach the wall. Give staff badges with different dystopian scenarios (final survivor, zombie hunter).
Rely on the customer’s impulsivity and/or need to jump on the bandwagon
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