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Rob Eagar

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Dec 12 2016

Guerilla Retailing: How to Sell Books and Advertise and the Same Time

My latest column for Book Business Magazine has received a lot of attention entitled, “The Future of Bookstores May Rely on Guerilla Retailing.” Below is an excerpt with a link to the complete article of this must-read information…

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When you look into the rearview mirror of book retailing what do you see? A path littered with failed national chains, including Borders, Hastings, and B. Dalton, along with the rising dominance of Amazon. When you look into the future, what do you see? A path where Barnes & Noble believes smaller concept stores with wine bars and fancy food will attract more customers. But, does that approach make you feel any more confident about the future of the industry? Are we really placing our hopes on wine glasses and cheese plates to revive book retailing?

What if a different path could offer better results? Create business growth by rapidly expanding locations rather than shrinking them. Yet, how is expansion possible when Barnes & Noble and Books-A-Million can’t afford to build more big box stores? Consider a guerilla-warfare approach: increase marketshare by fighting small.

In the military, guerilla warfare is a strategy where small groups of combatants use ambush techniques and mobility to affect a larger area. In book retailing, a guerilla approach means placing books and brands in small non-traditional outlets that can be quickly adjusted, scaled, or moved. The benefits go beyond just expanding location presence. There’s a more important advantage. You’re also able to simultaneously grow advertising exposure without increasing your ad budget. This approach is backed by over a decade of research for consumer brands…

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Written by Rob Eagar · Categorized: Author Tips, Marketing Tips, Monday Morning Marketing Tips

About Rob Eagar

Rob Eagar is the founder of WildFire Marketing, a consulting practice that helps authors and publishers sell more books and spread their message like wildfire. He is one of the rare consultants to help both fiction and nonfiction books hit The New York Times bestsellers list. Rob has consulted with numerous publishers and trained over 1,000 authors. He is the creator of The Author's Guide Series, a comprehensive collection of resources that teaches authors how to sell more books. Find out more at: WildFire Marketing and follow Rob on Twitter.

Publishing Predictions for 2023

January 1, 2023 Posted by Rob Eagar

As we enter 2023, let’s look ahead to the major issues that will affect authors and publishers. Here are five predictions that deserve your attention…

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