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 (cont.)<br />
The lynch pins of the campaign are:<br />
1. This is the direct to consumer piece – understanding what the existing fans of the series want through market research.<br />
2. The retailer is in no way neglected in this promotion. Puffin created individualised retailer by retailer marketing<br />
packages featuring heavily branded point-of-sale material, standees, gifts with purchase and competition prizes.<br />
Retailers were rigorously consulted before packs were created to meet their specific (and differing) needs.<br />
Author: <strong>Kelly</strong> <strong>Fagan</strong><br />
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