With sensational sunlit views across London’s skyline from the heights of Hachette’s Euston Road tower, the BMS seasonal awards were announced on the evening of Tuesday, 10th June, for campaigns run between January to April 2014.
SHOESTRING WINNER
Look Who’s Back by Timur Vernes Marketers: Bethan Ferguson, Claire Morrison, Ella Pocock, Joel Richardson & Caroline Butler, MacLehose Press/Quercus
The campaign’s leading strapline, “He’s back and he’s führious”, quite neatly demonstrated the masterly handling by the Quercus marketing team of a very sensitive subject. With only a limited budget, the team drip-fed various simple but witty messages (themed business cards, postcards, etc), which were highly effective in recruiting early supporters from the book trade, who were then used to supply reviews and begin the word of mouth campaign in earnest. There was also great use made of the iconic cover design, and a strong partnership with Caboodle which recruited thousands of entries. A great example of humour and creativity making up for a small marketing budget.
CHILDREN’S WINNER
Model Under Cover: A Crime of Fashion, by Carina Axelsson Marketers: Sarah Aspinall and Anna Howorth, Usborne
This campaign about an undercover model detective in the fashion industry was well-targeted at girls aged 10-13, not just book readers but fans of fashion and beauty blogs too. Usborne made the most of their author’s fashion credentials, and deployed an online treasure hunt around key social media sites which resulted in more than 5,000 entries. It was another small budget campaign, with great ROI results.
ADULT WINNER
Campaign Title: James Patterson is Missing Marketers: Gina Luck, Rebecca Ikin, Alex Young, Chloe Healy, Cornerstone/Random House
Devising a marketing campaign for one of the most prolific and bestselling ‘writer/collaborators’ in the publishing business might seem an easy task. But the challenge of drawing together the various series being released by Patterson into a cohesive message is no small task, and it’s the inventive approach taken by the Cornerstone team that earned them a win for this season’s campaign awards.
The concept was simple – an “Avengers Assemble for James Patterson”. A new villain known as Jane Doe hacks into James Patterson’s Facebook page and announces Patterson has been kidnapped. She sets a challenge to fans: they must solve her three daily clues or Patterson will be forced to write solely about her, thereby killing off his various detectives forever. Alarmed by this new reality, said detectives spring to life, to aid the community in the hunt. The campaign became a real-time, multi-platform ‘social media thriller’ which got the fans to do the work, and was an excellent display of brand building, rationalising Patterson’s output and enabling cross-promotion between the four different series. Over the same period and with same number of books, sales grew by 27% along with strong increased engagement across the brand.
A number of campaigns were also awarded a ‘Highly Commended’
ADULT
The Rosie Project, by Graham Simsion Marketer: Kimberley Atkins, Penguin/Michael Joseph
Very strong art direction
Effective partnerships with The Reading Agency & Waterstones
Richard & Judy selection and very strong sales for debut novel
Valentine Day tie-up with ‘Bob’s Lobsters’
Seasonal straplines: “Santa Claws is coming to town”/ “Don’t give roses, give The Rosie Project”
SHOESTRING
The Best Thing That Never Happened to Me, by Laura Tait and Jimmy Rice
Marketer: September Withers, Transworld
Ebook first, digital only campaign
‘Official blog tour’, working with network of key bloggers to target key audience
Led to full support of iBookstore and homepage rotating banners
The best marketing campaigns for the period April-August 2017 were announced at the BMS’ November meeting. The Awards covered the summer reading period and the competition was fierce.
The BMS Masterclass series with Publisher and Consultant James Spackman is back with two events this autumn, offering members a chance to participate in expert discussion and more.
In this digital age, ‘class is permanent’ applies to literature like never before. While there is always room for new books, the book trade would benefit from dusting off the covers of great works
Bestselling children’s title declared the overall winner, and awarded winner of the Best Brand Management category. Five other category winners have also been announced.
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The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.The Book Marketing Society is the representative body of marketing and communications professionals working within the book industry. We oversee a regular Awards programme, and produce a lively programme of member meetings, workshops, and social events, alongside training & development opportunities. Anyone who works for a book publisher, agency, retailer or associated area in communications is eligible to join.
Look Who’s Back by Timur Vernes
Model Under Cover: A Crime of Fashion, by Carina Axelsson
Campaign Title: James Patterson is Missing
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All BMS Members are entitled to sign up to the BMS Facebook group and join our online community of book marketers.
The group is the best way to be in know about our events, hear about our promotions and ask other BMS members for advise.