Friday, September 7, 2012

Do Giveaways Work?

by Michelle Gagnon has just announced a contest to celebrate the release of my YA debut DON'T TURN AROUND. In keeping with the theme of the book, they're asking for a story about teen rebels with a cause, in 1,200 words or less. The winner will receive a 13 inch MacBook Pro (a computer that features prominently in the storyline, since it's sort of a "Girl with the Dragon Tattoo for teens"), and a signed copy of the book.

I'm really excited about this (especially since, for a refreshing change, this time I won't be the one paying for the grand prize!) However, I giveaways really lead to more copies sold?

For my second book, BONEYARD, I held a Kindle contest. Anyone who signed up for my newsletter got their name thrown into the hat (mind you, this was for the Kindle 1, which as a brand spanking new device retailed for $450).
That was, to date, my bestselling novel.
But I was hesitant about repeating that particular contest-after all, signing up for my newsletter didn't necessarily translate to purchasing the book; and many might simply unsubscribe as soon as the contest ended. (For the record, I didn't experience an unusually high dip in subscribers in the aftermath). Plus, it was a lot of money to spend without a quantifiable return.

So for my third thriller, THE GATEKEEPER, I decided to take it up a notch. I offered a MacBook (paid for out of my own advance) to anyone who could answer two easy questions about the book.
I received a decent number of entries; certainly not as many as with the previous contest, but a respectable amount. To enter, a reader needed to provide the names of two specific characters, in response to a fairly simple question for anyone who had read the book.

But some people literally sent a full roster of every character in every single one of my novels. One woman emailed me directly twenty times over the course of a day, listing two characters at a time (a few of whom weren't even from any of my books), asking repeatedly, "These two names? What about these two?"
When I gently pointed out that randomly throwing names at me wasn't really keeping in the spirit of the contest, she got huffy and fired off a nasty email about how spoiled authors were, and how this was the only way she could get a new computer. Plus, she wasn't a big reader in general, and found it unfair that she be asked to read something in order to enter a giveaway.

*Sigh. The entire experience ended up leaving a bad taste in my mouth (not to mention a dent in my wallet). So for my fourth book, I skipped contests entirely.

I had no idea that Figment was going to be running this contest until it posted; I love the idea behind it, though. Especially since Figment serves as a virtual writing community. And I'm terribly flattered that they're offering such an amazing, generous prize.

But will it translate into sales? Hard to say. I know the old 50% marketing adage (half of what you do will work, but chances are you'll never know which half). But it's a source of perpetual frustration for every author--where do you concentrate your marketing time and money, especially now that there's such a huge array of options? Hemingway never had to deal with Twitter (although I suspect he would have been fantastic at it, with his knack for sparse prose).

So what do you think? Has a giveaway ever persuaded you to purchase a novel you never would have picked up otherwise?


Jordan Dane said...

Great giveaway idea, Michelle. So glad your publisher is supporting the promotion. Wishing you the best!!

Michelle said...

Thanks, Jordan!