There’s no shortage of great children’s books out there—just look at the shelves (or scroll through a bookstore’s website) and you’ll see thousands competing for attention. With as many as 3 million new books published each year in the US, standing out takes more than a great story. It takes a marketing approach that’s just as imaginative as the book itself.

Most of the advice we hear is good—set up social media, schedule school visits, send out newsletters—but let’s be honest: those are just the basics. If you really want to connect with young readers and their grownups, you have to think bigger, bolder, and a little offbeat.

Some of my most successful marketing moments came not from doing more of the same, but from trying something totally unexpected. Here are a few “Florenza-inspired” strategies that might just spark your next big idea.

1. Turn Your Characters Into Local Celebrities

Children fall in love with characters, not just stories. I began treating my main characters like “local personalities” complete with birthday shoutouts, interactive polls (e.g., “What would Mia eat for breakfast?”), and even “letters” from the characters posted online. Schools and parents loved it. Kids loved it. Suddenly, it wasn’t just a book—it was a friendship.

2. Consider StoryWalk® Adventures

One of the most magical events I’ve taken part in is a StoryWalk®, where The Tail of Max the Mindless Dog, A Children’s Book on Mindfulness, was deconstructed page by page and displayed along a trail, encouraging families to walk from post to post, reading and exploring together. Along the way, interactive questions and prompts keep readers thinking, laughing, and connecting with the story on a deeper level. At the last stop, I was there to meet the children, answer their questions, take photos, and sign their books.

Moments like these don’t just sell books; they create memories that linger long after the last page is turned.

A local mall event that Florenza Lee attended.

3. Collaborate with Nontraditional Partners

Think beyond bookstores. I’ve partnered with children’s clothing boutiques, pet stores, museums, coffee shops, and even local malls to host story times and mini events. Wherever families gather, that’s a potential stage for your book. One event featuring Manny & Tutu was hosted by a family engagement liaison at a local elementary school. It was so much fun! My absolute favorite was a book launch for Amiri’s Birthday Wish held at a local pet store during their monthly Scaly Saturday. Hundreds of people came out with their scaly pets and children to celebrate Amiri.

4. Don’t Underestimate the Power of Personalized ‘Thank You’ Videos

After school visits or book purchases, I send short, personalized thank-you videos to students, teachers, and even parents. They’re not polished or formal—just genuine. Imagine hearing, “Hi Mia! Thank you for reading with me. I loved meeting you!” from a life-sized image of the main character and me. These simple touches build emotional connections that turn readers into loyal fans.

Florenza Lee’s book spread at a literacy night event.

5. Create an Interactive ‘Book World’

With Adventurous Olivia’s Alphabet Quest, we built an interactive reading experience by weaving an iSpy adventure directly into the story and adding fill-in-the-blank activities where readers help Olivia complete her homework. Kids aren’t just reading—they’re actively taking part, solving, and imagining right alongside the character. When you invite young readers to become part of the adventure, the story stays with them long after they close the book.

That’s where the magic happens.

In a sea of children’s books, creativity in storytelling is expected, yet how much creativity in marketing is expected?

How creative is your marketing strategy? The more you can play, surprise, and delight, the more children—and their grownups—will remember you.

If you believe in your story, don’t be afraid to market it with the same heart, humor, and boldness you put into writing it.

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