2015
Marketing Strategy of the Year SPONSORED BY: NIELSEN IN ASSOCIATION WITH: THE BOOK MARKETING SOCIETY
[ TH E S HORTLI ST ]
Foyles 107 Charing Cross Road launch (Foyles) made a massive consumer and media event out of the potentially mundane business of moving shop
The Girl with All the Gifts by M R Carey (Orbit) built bookseller and consumer buzz around a previously unheralded author
HarperCollins Virtual Festivals (HarperCollins), online festivals grouped around sci-fi and romantic fiction, benefited not just HC but other publishers too
WINNER: LETTERS LIVE, CANONGATE
“WHO WOULD HAVE predicted that you could build an events business out of reading letters?” asked The Bookseller judges during their deliberations for this award. The answer is Canongate, which had the prescience to see that in Shaun Usher’s Letters of Note it had material that could produce compelling live performances—which in turn could propel the book’s sales onwards. Modern book marketing is often dominated by digital activity, but in Letters Live Canongate took a refreshingly old-school approach. Across six sell-out UK events from last April to September, big-name readers including Gillian Anderson, Russell Brand, Benedict Cumberbatch and Caitlin Moran delivered material from the book to well over 6,000 people. More events have
KEY STRENGTHS
followed this year. Letters Live now stands as a brand on its own two feet, but its impact on Letters of Note itself has been just as impressive. Sales of the book are now well into six
figures, and widespread media coverage of the events has sustained interest in the title way beyond its publication—now more than 18 months ago. Online videos of readings spread interest still further and the project’s ticket sales have raised sizeable funds for The Reading Agency to boot.
“This was a marketing campaign that
became a product and a brand in its own right,” said the judges. “It was brilliant lateral thinking from Canongate—it brought letters to life and led consumers back to books in a very exciting way.”
Unprecedented experiential campaign, engaging vast live audiences Built a serious events brand to sit alongside a popular books franchise Smart use of actors and celebrities to spur media interest Laid the ground for a sequel, Letters of Note: Vol II
James Patterson is Missing was Penguin Random House’s innovative campaign that inverted Patterson’s books by putting him at the centre of a thriller
The Lemon Grove by Helen Walsh Tinder Press/Headline catapulted an author with previously negligible sales into the mainstream
We Help Make Christmas Easy was assiduously researched and, ranging across media, helped to lift Eason’s festive sales
You are Here by Chris Hadfield (Pan Macmillan) drew on skillful social media skills to develop Hadfield as a mass-market brand
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Nielsen is a global market information and measurement company with market-leading positions in consumer information, television, media measurement, online intelligence, mobile measurement and related properties. Within the book industry, it measures markets in 10 countries, provides in-depth consumer research of the book consumer and uses information from across the company to provide digital insights for clients.
www.nielsen.co.uk
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