Our marketing team develops special marketing events for our customers to get them excited about fonts and drive sales. There are about 10 special campaigns per year. Some of these special events include Fontacular, Fonts In Action, 12 Days of Type, Best New Fonts, and more. These events often include a customized email campaign, commissioned artwork, merch giveaways, and customized web landing pages.
How are fonts selected for these special events?
Fonts are curated for these special events. All fonts are eligible for inclusion in these events provided they are:
- Professional (see our type design information)
- Priced well (not too high and not too low! see our pricing guide)
- Have great marketing images (see our image best practices)
- Have a maximum discount of 65% (see our discount criteria)
For some events, we will reach out to all foundries to request submissions. Other events are invite-only. You may receive an email from our marketing team with an invitation to an upcoming event for specific fonts in your foundry, and a recommended discount for your fonts for that event duration. The marketing team will set up these discounts for you. Please do not set up discounts to occur at the same time as these special promotions.
The marketing team makes every effort to not use the same fonts from the same foundries repeatedly in these events in order to provide a broad selection to customers, expose customers to new and lesser known brands, and support all our foundry partners. We will typically include no more than 4 families from each foundry for each sales event. Typically, once a font family is included in a sales event, we won't include that same font family in another sales event for at least 12 months. Exceptions to this are any foundry-wide discounts, and the 'Best New Fonts' sales event because the best new fonts are not curated but simply based on sales revenue for the year.