Loot Crate, Bark Box, Snack Fever, whatever your interest, I’m pretty sure there is a swag box out there for you. What’s a swag box you ask? A swag box is a monthly subscription service that delivers a box full of goodies catering to a specific area of interest and often organized around a theme. Book related swag boxes cater to readers of mystery, YA, Inspirational, Jane Auston, Sci-fi and Romance, among other genres.
Recently, I caught up with Jeannie Lin, Ever After Box creator. The Ever After Box is a monthly subscription service, curated by romance writers for romance readers. Jeannie and her partners Shwantelle Madison and Amanda Berry, are multi-published in the romance genre.
How The Ever After Box Started
In 2015, the three women were discussing the rise in popularity of subscription boxes. It seemed there was a subscription for every interest, so they decided to investigate starting one for romance readers. They ran focus groups at the Romance Writer’s of America’s National Conference where they talked with readers and authors and found there was definitely interest and more importantly, enthusiasm for the idea.
The Romance Community is very tightly knit and the three knew with their reader base and industry connections they could make it work. It took six months to set up the company, they shipped their first box in January of 2016.
Lin is up front about the fact that this is definitely a collaborative effort. First the team develops a theme for a box. Theme ideas come from a variety of sources (readers, authors and sometimes even publishers and publicity people). To be clear, not every theme that is pitched becomes a box. “Once an idea is pitched or an author expresses interest, there is a lot of back and forth to refine things.” The team’s focus is on creating the best experience for the reader.
Content for the boxes is acquired in a myriad of ways. Sometimes publishers provide the books. Sometimes authors contribute back list books, free download cards or swag items. The Ever After Box team takes the job of curating the content very seriously., but there is also a delicate balance to keep shipping costs down.
What’s in it for authors?
Swag boxes are another tool in your marketing arsenal. It’s like a giveaway, but a giveaway, to a highly targeted audience. In this case, women, aged 21 to 50+ with disposable income who already read romance (many across sub-genres), and are on the lookout for new-to-them authors or books. You may even be able to track your return on investment if you provide items that allow for that (such as downloads with a specific URL). According to Lin, authors who use downloads have seen a download rate higher than than those of random giveaways because people have paid for the product and are invested.
The Ever After Box is only in it’s second year of operation, so their focus has been spreading the word to authors and industry people alike. Subscription numbers fluctuate depending on the season, summer months have shown about 150 subscribers and a peak with numbers of just under 200 hundred around the Big 3 holidays (Christmas, Valentines and Mother’s Day).
The Ever After Box team works with interested authors to help them create something special for readers without breaking the bank for authors. They have lots of tips and tricks on how to stretch your promotional dollars.
The team is currently working on a box for writers for NaNoWriMo.
If you are interested in participating in an EverAfter box or subscribing, everything you need to know can be found on their website If interested in subscribing visit. http://www.everafterbox.com/.
How do you think a swag box fits into your marketing plan?
Lee Laughlin is a writer, marketer, social media consumer and producer, wife, and mom, frequently all of those things at once. She blogs at Livefearlesslee.com. She writes for the Concord Monitor and her words have also appeared in a broad range of publications from community newspapers to the Boston Globe. She is currently working on the second draft of her first novel, a work of contemporary, romantic fiction.