Introduction to Marketing in Publishing
A one-day course in London £385+VAT
1 December 2011 10 May & 16 October 2012
If you are new to a marketing role in publishing, looking to move into this exciting career or simply need a better understanding of the process, then this course will be your essential guide. After this one-day course, you will be able to talk about marketing with authority and plan effective campaigns with ease.
This course shows you: •
what marketing means
• effective use of the four Ps • how marketing relates to the business of publishing • how to conduct appropriate market research • the techniques you can use to market publications successfully.
Programme
• Defining your market • Customer orientation • Market research • The four Ps – Product – Price – Promotion – Place
• Marketing plans – Practical session
• Market image • Branding
– Practical session. Who will benefit from this course?
Marketing specialists and those with responsibility for overseeing or running the marketing function.
Your tutor Brenda Stones is a freelance consultant who has worked in educational publishing for many years with companies like Cambridge University Press, Oxford University Press, HarperCollins, Macmillan, Pearson, Hutchinson, Walker Books, National Gallery Company and Letts. She has also done a number of training courses overseas in areas such as Pakistan, Latin America, the former Soviet republics and Africa. She has worked as a freelance in editorial, market research and authorship for, amongst others, Badger Publishing, BBC, Egmont and Franklin Watts.
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“The course has been dynamic and interesting. I have found it most useful and am leaving with refreshed vigour and enthusiasm!” Ditto International delegate
Publicity and Promotion for Publishers
A two-day course in London £755+VAT
24–25 November 2011 3–4 May & 6–7 November 2012
This course is packed with advice, tips and techniques that will give you a comprehensive overview of the exciting world of publicity and promotion in publishing.
By the end of the two days you will have learnt to: •
plan and budget for a publicity campaign
• judge and measure its success • use direct mail • use media, trade and consumer advertising • liaise with reps, agents, authors and your editorial colleagues • organise launches, press conferences, author tours and exhibitions.
Most publicity departments are just too busy to allow you time to learn on the job, so this is your chance to learn from the experts.
Programme Day One
• Publicity within the marketing framework • Campaign planning • Producing promotional material • Copywriting • Exhibitions • Direct marketing
Day Two
• The publicity plan: a user’s guide • The press release: how to write • Working with the media • Advertising and special promotions • Group project: planning a campaign.
Who will benefit from this course?
This course is ideal for new starters, for those wishing to move into this field and anyone who needs to know about effective publicity and promotion in publishing.
Your tutors Julia Garvey has over ten years’ experience in marketing within publishing. In 1994 she founded the Marketing Alliance, the specialist marketing agency for publishers. Julia holds a degree in Publishing from Oxford Brookes University and a Postgraduate Diploma in Marketing from the Chartered Institute of Marketing, of which she is also a member. Her career has incorporated time at Blackwell Publishers, Simon and Schuster International, Gower Publishing and Connaught Training.
Adrienne Maguire has a background in publicity, marketing and sales at HarperCollins, Gollancz, Cassell and Orion Publishers. She has directed high- profile campaigns for bestselling authors Nick Hornby and Terry Pratchett. Her media contacts are excellent having handled PR campaigns for the likes of Henry Kissinger, Raymond Carver and Leslie Thomas. Adrienne has also managed non-fiction lists for sport, reference, gardening and lifestyle. In 2000 she set up the marketing consultancy AGM Marketing.
www.train4publishing.co.uk •
bookings@bookhouse.co.uk • 020 8874 2718
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MARKETING & PUBLICITY FOR PUBLISHERS
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