Relationship Marketing Through Gifts

Jack Carr describes a relationship-based marketing approach centered around high-quality personalized gifts and exclusive collectible items to build community and authenticity in the book publishing space.

Key Points:

• Premium Gift Box Strategy:

  • Custom gun cases containing personalized books
  • High-quality leather bookmarks
  • Exclusive collectible coins
  • Personalized notes
  • Sends approximately 350 boxes per release

• Distribution Philosophy:

  • Gifts primarily sent as genuine thank yous
  • Recipients include:
    • Research contributors
    • Early supporters/fans
    • Industry connections
    • High-profile individuals (e.g., Chris Pratt)
  • Same quality box sent to everyone regardless of status

• Product Quality Standards:

  • Everything must match novel's premium quality level
  • Focus on American-made products when possible
  • Preference for veteran-owned businesses
  • Hand-picked merchandise versus standard promotional items

• Monetization Approach:

  • Deliberately does not sell collector coins
  • Focuses on relationship building over immediate profit
  • Invests personal money rather than seeking publisher funding
  • Reinvests profits into marketing and community building

• Business Philosophy:

  • Emphasizes authenticity over monetization
  • Views marketing as long-term relationship building
  • Focuses on adding value before seeking financial returns
  • Maintains high standards across all touchpoints