HOW BLUE SISTERS CONQUERED BARNES & NOBLE: 'THE COMPLETE STRATEGIC PUBLISHING CASE STUDY.'
INTRODUCTION
Blue Sisters by Coco Mellors is a striking work of literary fiction that follows the lives of three sisters navigating love, loss, and family bonds. Written with emotional depth and sharp storytelling, the book appeals to readers of literary and contemporary fiction who enjoy layered character-driven narratives.
While Coco Mellors is a traditionally published author, this case study focuses on how Novella Publishers partnered with her to expand visibility and impact through a Barnes & Noble publishing strategy and coordinated marketing campaigns.
This case is valuable because it shows how authors can leverage bookstore-specific publishing platforms like Barnes & Noble alongside thoughtful marketing to reach new audiences and drive measurable results.
THE CHALLENGE
At the outset, Blue Sisters faced common challenges that even traditionally published books encounter:
Despite quality writing, it was one among many in the crowded literary fiction genre.
Limited visibility at launch outside of a small circle of readers.
No targeted marketing plan that maximized the Barnes & Noble platform.
Lack of early reviews slowed credibility and initial momentum.
The need to create buzz outside of Amazon and reach bookstore-centered readers.
WITHOUT STRATEGIC PUBLISHIN ON BARNES & NOBLE PAIRED WITH MARKETING, THE BOOK RISKED BLENDING INTO THE BACKGROUND DESPITE ITS STRENGTHS.
GOALS
Novella Publishers worked with Coco Mellors to define the following goals:
THE STRATEGY
Novella Publishers implemented a two-pronged approach: publishing setup on Barnes & Noble and targeted marketing to drive visibility.
BARNES & NOBLE PUBLISHING
Optimized the listing with keywords and category placement suited for literary fiction.
Crafted a compelling description that spoke to the book’s emotional and family-centered themes.
Ensured professional formatting and cover presentation for the Barnes & Noble storefront.
Developed a retail positioning strategy to help it stand out on the platform.
MARKETING CAMPAIGNS
Social media promotions highlighting quotes and themes from the book to intrigue readers.
Paid ad campaigns targeting literary fiction readers who shop on Barnes & Noble’s site.
Blogger and book club outreach, focusing on those who prefer B&N over Amazon.
Email campaigns to build and engage an audience with behind-the-scenes insights about the writing journey.
IMPLEMENTATION
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(Week 1-2) Barnes & Noble listing created, optimized, and launched.
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(Week 3-4) Initial marketing campaigns launched on social media with tailored graphics.
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(Month 2) Paid ad campaigns targeting Barnes & Noble readers went live.
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(Month 3) Book club outreach and blogger features highlighted the book to new audiences.
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(Ongoing) Continuous optimization of campaigns and collection of reader reviews.
THE BUDGET WAS DIVIDED BETWEEN BARNES & NOBLE PUBLISHING SETUP, AD SPEND, AND CREATIVE CONTENT DEVELOPMENT FOR MARKETING.
RESULTS
The combined design and marketing strategy produced strong outcomes:
25
Verified reviews gained during the initial push
4.0
Achieved average reader rating
AUTHOR’S PERSPECTIVE
COCO MELLORS SHARED:
“Working with Novella Publishers helped Blue Sisters find readers. Their Barnes & Noble publishing strategy was a game-changer, and the marketing campaign gave the book the traction it needed. Outstanding work!”