Christmas in July
"Just hear those sleigh bells ringing-a-ling-ling-a-ling" … WHAT? Did you say "sleigh bells"? How can you think about coats and snow when it's ninety degrees outside and the air conditioning is cranked up? Guess what - the book buyers are thinking about holiday sales, and they are making those purchases NOW!

The gift and trade shows, beginning in late June, will display the newest, hottest, latest, and greatest products for the 2004 holiday season. It certainly isn't too early to begin planning for those purchases and sales this month and next.

"We can't afford to lose touch with the people who are hand-selling our books. To have a bookseller fall in love with your book is the best thing in the world." Ina Stern, Marketing Director, Algonquin Books.

Here are some ideas to help promote your book to the buyers for the holidays this summer:

• Develop a menu suitable for holiday gatherings - have it printed and ready for distribution at the trade shows or have a dedicated mailing this summer.
• Prepare some "holiday-appropriate" samples to give out or send with press kits.
• Use holiday stationery for a "Christmas in July" promotion.
• When exhibiting at a trade show, play holiday music in the background and offer warm cider to drink. Burn a cinnamon or holiday-type candle to fill the air.
• Offer a special holiday promotion with a bigger discount or free shipping. Holiday gift wrap is another nice touch that buyers appreciate.
• Develop a holiday menu for the month of December. Include the shopping day countdown, out-of-town guests' arrival, and time for the football games. Plan each day with a weekly menu, using recipes and suggestions from the book, and use this piece to help promote the book and its usefulness for busy families.
• Wear jingle bells or stocking hats … dress festively and get in the holiday spirit.
• Feel free to decorate for it will certainly get people talking about the book (and you, too)!

John Kremer recommends that you "attend the regional bookseller trade shows. Many independent bookstores are looking to these trade shows to find books they can sell during the coming holiday season."

The wholesale accounts and the distributors need to be contacted NOW to help get the ball rolling for the holiday season. Good luck with your holiday promotions this summer. Get creative and use this promotion to your advantage. The work you generate today will pay off tomorrow.

Cookbook University - April 2005 - The location is still to be determined. Make plans now to attend and send as many representatives from your organization as possible. This is a great opportunity to experience Cookbook University and network with other self-publishers. For more information, contact Julee Clark at 1-800-358-0560 or jclark@frpbooks.com.

Awards
As we move into the third quarter and gear up for the fourth quarter holiday sales and events … there are some GREAT award opportunities for publishers. Later this month, all eligible publishers who currently work with FRP will receive an "Awards Packet" in the mail. This includes entry forms, criteria, websites, and other information that is pertinent to these contests. If you have not received this mailing by the first week of August and you feel, are eligible, please contact Julee Clark at jclark@frpbooks.com or call toll-free, 1-800-358-0560.

FRP highly recommends that its publishers enter these contests and participate whenever eligible. Generally speaking, these contests have time frame limitations, and in some cases, this is limited strictly to the copyright year.

In past years, FRP has had numerous winners and received recognition by various awards companies and other governing bodies who recognize the fine work of our publishers. Being a finalist or ultimately winning an award will not only help elevate the credentials for your book, but also give you something else to talk about with regard to your marketing and promotional plans. Press releases, award stickers, media blitzes -- all of these things are at the forefront when your book wins an award (or perhaps two)!

Criteria and entry requirements are vitally important, so be sure to read everything thoroughly. If something is unclear, don't hesitate to call FRP or the contest coordinator and get those questions answered. Mail everything TOGETHER. Don't send elements of the entry separate (entry form, books, or entry fees). This may cause an entry to become ineligible due to missing information, or in some cases, it may appear as an "incomplete" entry.

Good luck with the upcoming contest year, and be sure to let FRP know as soon as you receive any sort of notification on the status of an award. No matter if it's an award nomination or if your book is selected as a finalist or a winner … FRP wants to hear from you!