Report 2013 - Kelly Fagan HERE - Australian Publishers Association
Report 2013 - Kelly Fagan HERE - Australian Publishers Association
Report 2013 - Kelly Fagan HERE - Australian Publishers Association
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The Evolution of Marketing and Publicity Activities<br />
There is no doubt that social media and online retail present enormous opportunities when it comes to individual<br />
promotional campaigns – the ability to target specific consumers with a product and then receive first hand feedback<br />
about it – means that activity can be better timed, and better measured. But is it<br />
‘Book marketing is broken’ proclaims Peter Collingridge, formerly of Canongate and co-founder of<br />
Enhanced Editions and Bookseer. ‘It is not evolving at the rapid speed of other parts of the industry, and<br />
many campaigns look identical to those 10 or more years ago, relying on PR and big-budget poster<br />
campaigns.’ 47<br />
Specific campaign case studies suggest that in part, Collingridge is right – at the Book Marketing Society Campaign<br />
Awards for January to April <strong>2013</strong>, the winning campaigns in each category were all praised for what might be<br />
considered ‘traditional activity’.<br />
Winner: Adult category<br />
GONE GIRL, BY GILLIAN FLYNN<br />
Marketers: Mark Rusher & Jo Dawson, Orion<br />
Notes from BMS: This title came over from the US with a head of steam but, as many campaigns<br />
before it have proven, this doesn’t always translate into success. Gone Girl was an exception. It<br />
was Mumsnet’s Book of the Month and was instantly identifiable from the striking use of colours<br />
on a widespread poster campaign.<br />
Winner: Children’s<br />
GEEK GIRL, BY HOLLY SMALE<br />
Marketers: Nicola Way, Hannah Bourne, Abby Tayleure (HarperCollins’ Children’s)<br />
Notes from BMS: From the aspirational strapline – “Celebrate Your Inner Geek!”, to the<br />
engaging Geek Girl cover shot competition (get your pic snapped on the cover) at the NEC<br />
Birmingham Clothes Show, this was a campaign with a lot of energy and plenty of visibility. It<br />
was promoted in Shout magazine and on radio, and more than 1,500 photos were taken in<br />
their special photo booth (with glasses provided, of course). It was also the Number 1 debut in<br />
children’s books to date – a well deserved achievement for this first-time writer.<br />
Winner: Shoestring budget<br />
KNACKERED MOTHER’S WINE CLUB<br />
Marketer: Alice Shortland, Bloomsbury<br />
Notes from BMS: This book benefited from the genuine engagement of Waterstones booksellers,<br />
resulting in their voting it the Waterstones Book of the Year 2012; strong targeting of a foodie<br />
audience which managed to turn restaurant customers into book buyers; great competitions for<br />
the potential audience, and amazing sales and ROI.<br />
48<br />
47 http://www.enhanced-editions.com/blog/2012/02/book-promotion-analytics-and-a-new-marketing-approach-for-publishers/<br />
48 http://www.bookmarketingsociety.co.uk/<strong>2013</strong>/07/gone-girl-geek-girl-win-in-jan-april-<strong>2013</strong>-bms-campaign-awards/<br />
Author: <strong>Kelly</strong> <strong>Fagan</strong><br />
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