The Cookie Bear Recipe for Target Marketing

July 2005
by Jessica Elin Hirschman

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How did Cookie Bear Press, a one-title enterprise (so far, anyway) run by twin sisters living 800 miles apart, raising families and working other jobs, sell more than 40,000 copies of a $5.95, 6.5″´
6.5″ board book without the benefit of megabuck ad campaigns, famous names, or high-profile publicity?

In a way we got lucky; we wrote a book that people liked. But our strategy paid off too; we focused our efforts on getting I Love You All the Time noticed by our targeted readers.

If You Write It, They Still Might Not Read It

First we assumed we’d get the book into at least some stores (positive thinking!). Second, we knew from feedback that most parents who read the book loved it, and therefore we knew that our challenge was to make sure parents–and grandparents–actually picked it up and read it.

We started at the design phase. Accepting the adage that people do judge a book by its cover, we gave our wonderful illustrator, Bonnie Bright, full control. With its big red heart and beaming bright-yellow background, I Love You All the Time pops off the shelf whether it’s face out or stacked vertically.

Next, we did some comparison shopping. Which other books were similar to ours? How were they similar? How were they different? How much did they cost? What sizes were they? What did their pictures look like? Who printed them? We designed and priced our book according to what we learned and set the price a l…IBPA Members – Click here to view the full article (login required).

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