Chris Boucher, on the way to your house

In the age of Jesus Christ What the Hell Can We Do That’s Different to Market This Book, sometimes the simplest ideas are the best.

That’s what we’re gathering here at Melville House, given the response to an idea that our author Chirstopher Boucher had about how to promote his forthcoming debut novel, How to Keep Your Volkswagen Alive. We, the sophisticates of Melville House, were sitting around brainstorming what to do marketing-wise when Boucher suggested that he simply act out the title of the book by driving an actual 1972 Volkswagen Beetle across the country from Los Angeles to Boston. The entire staff waved our cigars at him and said, “Pshaw,” then went back to more professional-style thinking.

“How about a viral video?” said publicist Nathan Ihara.

“How about we develop one of those Twitter hashtags that goes, you know, viral?” suggested marketing director Charles Day.

“I think it should be some kind of digital thing,” I said. “You know, involving … digits … that go … viral ….”

“No really,” said Boucher. “I’ll just drive across the country and read at any place that will have me — bookstores, reading groups, cow pastures, garages …”

“In August,” he added. “And I’ll bring my banjo.”

At which point publisher Valerie Merians plopped a cigar in his mouth to quiet him down.

But damned if he didn’t decide to go ahead and post a map of his route and announce his idea anyway, and the plan has been getting nothing but attention from the industry this week — a mention on Publishers Lunch, a full-fledged report on Shelf Awareness, and viola! Boucher has been inundated with requests from booksellers, auto mechanics, and others, to stop by.

Par example:

• Jan at the Bookworm in Omaha, Nebraska wrote in to say that “As the proud owner of a 2004 New Beetle convertible turbo (!) I invite and exhort you to schedule us as a stop on your cross-country tour.”
• Josalyn Moran, former owner of a blue 1970 Bug, wrote to say that when in St. Louis Boucher should stop at Ted Drewes Frozen Custard stand for “the best frozen custard on the planet,” and provided directions.
• Michelle A. Blackley, the Communications Director at the Center for Inquiry in Buffalo, New York, invited Boucher to give a reading there, and noted that  “the parking lot is full of VWs. From Jetta, Passat to Rabbit, at least a quarter of the employees, of all generations, drive Volkswagens.” Blackley also proposed the staff “would be happy to take you to Anchor Bar, home of the chicken (known outside of Western New York as Buffalo) wing.”
• Kate Sullivan wrote in to suggest “why not detour to Bennington, Vermont, along your Beetle Book Tour? You can stop at the Northshire Bookstore in Manchester, Vermont, which is one of the finest independent booksellers I’ve ever had the privilege to shop at, and you can also visit Hemmings Motor News in Bennington, where you’d get plenty of car lovers in addition to bookish folk!”
• And someone named Jean wrote in to suggest that when in Philadelphia, Boucher “sample some cheese from diBruno Brothers.”

Boucher tells us he’s going to try all of the above, including the cheese, and that suggestions are still coming in.

The staff, meanwhile, has given up cigars.

Christopher Boucher's route across the US ... so far ...