Consumer Holiday Marketing Campaign

HOLIDAY CONSUMER MARKETING CAMPAIGN 2020

CALIBA is once again producing a full-color Fall Catalog & Campaign. Reach the book-buying consumer throughout California via our bookstores, physically with the printed catalog, and digitally through social media, and emails powered by Shelf Awareness. With a shelf-life beyond the Fall season (we've seen them in many of our stores), our shelf-talkers increase in-store visibility.

Stats for 2019
114 participating stores.
700,000 printed catalogs; 504,000 inserted into newspapers throughout the state.
70,000 Store branded consumer emails powered by Shelf Awareness with a 25.1% average open rate.

New pricing for California Authors, California Titles Specific and BIPOC authors.
*NEW* Deadline for submissions 7.10.2020
$3,250 per title; $2,500 per Regional (California Author/Subject) title; $1500 BIPOC authored titles; $1,000 per Backlist, Board Book, Non-Book, or Games.

Cultural representation: We are committed to promoting a balanced representation of authors from all cultural backgrounds. Please pitch a diverse list to increase your chances of having multiple title placements.

Along with the catalog, these extras keep your titles in front of the public. Order a la carte or save money through our sponsorship levels.

$275 Bookstore emails powered by Shelf Awareness
$255 Shelf-Talkers
$250 Exclusive Social Media (1 title)
$175 Shared Social Media (4-6 titles)
$200 newsletter banner ad for a catalog title ($425 value)
$0 Bookstore website integration
Cover placement - please ask

Questions? Email calvin@caliballiance.org

Save by opting for the sponsorship level that works for you:

Bestseller Sponsorship with 4 titles minimum, includes featured presentation of titles in daily exclusive social media posts (reposted by stores) (a $3500 value)
Blockbuster Sponsorship with 8 titles minimum, includes the benefits of Bestseller plus a CALIBA newsletter banner ad (a $3700 value)
Sensation Sponsorship with 12 titles minimum, includes the benefits of Bestseller, shelf talkers produced for stores, automatic inclusion in Shelf Awareness email promotion to readers (a $4405 value)

Deadlines:
Monday, June 30: Submit your titles
July 15: Copy / Jackets Due (use this form or submit to ann@caliballiance.org)
COPY: 25-40 words of descriptive copy per title, including author, publisher full ISBN and price.JACKET: full-size print-resolution quality files in .tif, .jpg,
.eps, or .pdf formats only (No .bmp, .png, .gif, .doc, or .pub formats please) Formats of lower quality will not work on some social media and sending low resolution will result in the title losing its representation.
July 31: Payment Due (We will invoice you)

Recapping Holiday 2019
A 16 –Page Catalog with Marketing Campaign Encompassing California from Nov. 11 - Dec. 24, 2019

What we did:

700,000 print catalogs produced
Branded and general catalogs inserted in newspapers throughout the state
In-store displays featuring catalogs and titles, plus shelf-talkers and posters
Social media postings including Instagram, Facebook, and Twitter
Store option to provide website link to catalog
Eblasts through stores powered by Shelf Awareness (new for 2019)
Advertising in television, radio, and print

Bookseller Participation:

114 total stores participated this year, a 15% increase since 2018
Of the total stores, nearly 50% chose to have catalogs branded with their store names and inserted into local papers
Catalogs listing all of Southern California’s indie member bookstores were inserted into the LA Times and San Diego Union
PBS ads on radio and television ran to support Northern California stores

I can attribute increased sale of THESE PARTICULAR BOOKS to the catalog. ...inserting it in our local paper ALWAYS brings people in.- Christie Olson Day, Gallery Bookshop, Mendocino

Shelf Awareness' emails in conjunction with the California Holiday Catalog were very fruitful for us. We had a customer say it was the "best email we've ever sent" and many customers called or came in looking for the books. Because we're small and mostly used, we didn't have everything on hand, but we were able to do special orders from Ingram which gave them an excuse to come to the store again. So thank you, and we're excited to participate again next year.” - Mimi Hannan, La Playa Books, San Diego

"...A fair number of customers came in with the catalog or mentioned it and how much they appreciated it. And, those customers bought books!" - Pat Rudebusch, Orinda Books

Consumers saw:

in-store catalog displays (100% of participating stores)
catalogs on store website (70%...)
social media outreach (70%...)
catalog emails powered by Shelf Awareness (65%...)

...having the physical catalogs to anchor a display (three displays, actually -- front-of-store, children's room, and cooking) and to insert in the local paper. That's the part of the campaign that I absolutely could not replicate on my own. - Christie Olson Day, Gallery Bookshop, Mendocino

Booksellers tell us what works:

100% say yes to store displays
80% like ads in local gift guides
70% like the advertising support in PBS TV and radio
50% support Shelf Awareness emails, Facebook advertising featuring their store, and social media campaigns
70% note catalog insertions into newspapers correlate noticeably to store traffic

"The catalog inserted into newspapers definitely brought people into our store. ... people mentioned it, and I know it drove some online sales too." - Shoshana Smith, Flashlight Books, Walnut Creek

100% of booksellers purchased catalog titles from publishers with 85% restocking and ordering from Ingram.

Looking to 2020:
CALIBA continues to explore ways that will increase consumer outreach, provide a mix of titles that work for our stores, and provide easy access to social media assets for easy posting by our stores. We'll have the program outlined and information available shortly.

Contact:
Calvin Crosby: calvin@caliballiance.org, 415-561-7686

Summary report for 2019 Holiday Catalog. Based on preliminary results from participating booksellers survey.