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Nielsen studies consumers in 47 European markets, and across more than 100 countries around the world, to give the most complete view of buying trends and media habits.
MARKETING STRATEGY OF THE YEAR
OVERVIEW With so many competing media and so much marketing it is harder than ever to make books stand out from the crowd. But these nine creative strategies all got new releases and authors into the spotlight, using a combination of solid real-world marketing and innovative digital engagement to build a buzz and sustain sales. The shortlist includes two campaigns from Hachette, two from Pan Macmillan and two from Penguin Random House.
FIRST BLOOD Bookouture is nominated for its work on First Blood by Angela Marsons. While most releases are trailed well in advance, Bookouture chose to make this one a surprise, quickly activating social media, email and retail campaigns to pull new readers towards Marsons’ 11 previous novels.
ME Pan Macmillan is shortlisted for its campaign for Elton John’s Me. This was marketing on a massive scale, crossing music, film and prime-time TV platforms and using flamboy- ant graphics in high-footfall locations. It was global too, and Me has since sold nearly a million copies worldwide.
PENGUIN CLASSICS IN AUDIO PRH makes the shortlist for its Penguin Classics in Audio programme. Revolving around the release of 50 classic titles in audio on a single day in September, it used high-profile narrators and striking visuals to deliver publishing’s biggest ever audio launch event.
THE TESTAMENTS PRH’s second nomination is for the marketing strategy behind The Testaments by Margaret Atwood. It turned the publication into the literary event of 2019, using striking visuals, huge events, midnight openings and merchandise to shift more than 270,000 copies through the TCM.
JUDGES VERDICT
THESE NINE STRATEGIES ALL GOT NEW RELEASES AND AUTHORS INTO THE SPOTLIGHT... BUILDING BUZZ AND SUSTAINING SALES
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THE FLATSHARE Quercus makes the shortlist for turning The Flatshare by Beth O’Leary into one of the year’s most-noticed débuts. It built a buzz for the book from months out through proofs, endorse- ments and dozens of bookshop visits, laying the ground to make O’Leary a major women’s fiction brand for the future.
BOOK WEEK SCOTLAND 2019 Scottish Book Trust is nomi- nated for the campaign behind Book Week Scotland 2019; the annual celebration is in its eighth year. With more than 1,300 events and a free Digital Festival around the theme of conversation, its media reach grew by 25% year on year.
HAPPY BIRTHDAY THAT’S NOT MY… Usborne flies the flag for children’s publishing, after the success of its “Happy Birthday That’s Not My…” campaign. It marked 20 years and 20 million sales of its touchy-feely books with a campaign that reinforced the brand among both retailers and consumers.
THE BINDING HarperCollins won this award in 2018 and 2019, and is in contention again for Bridget Collins’ The Binding. Marketing a book about books naturally focused on trade engagement, generating huge support from Waterstones and independents in particular, and brilliantly teeing up the paperback.
PINCH OF NOM Pan Macmillan receives a second nomination for the marketing behind 2019’s top book brand, Kate Allinson and Kay Featherstone’s Pinch of Nom. A campaign to Pinch of Nom’s social media fans and an e-book teaser fired up pre- orders, before ads and retailer promos pulled in new readers.
THE FLATSHARE WAS A BREAKOUT DÉBUT HIT
BETH O’LEARYS
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