The marketing campaign for M.R. Carey’s debut dystopian novel was awarded the BMS Best Adult Marketing Campaign Award, at a packed meeting held in the London offices of Nielsen Book on Wednesday 29th october. The Girl with All the Giftscampaign, orchestrated by Felice Howden & Emily Rowland at Orbit, was picked from a record number of more than 40 campaigns submitted for the period May-August 2014, whilst the winner in the Children’s section was the UK tour partnership with Tatty Devine for Fangirl (Kat McKenna at Macmillan Children’s Books). The joint shoestring winners were the campaigns for The Lemon Groveby Vicky Palmer at Tinder Press/Headline and the Virtual Romance Festival from Sam Missingham, Kimberley Young and Charlotte Ledger at HarperCollins.
ADULT WINNER
The Girl With All The Gifts by M. R. Carey Marketers: Felice Howden and Emily Rowland, Orbit / Little, Brown
Cover test helped identify most appropriate way to reach target audience (readers of commercial, emotional fiction)
Identified supermarkets (Tescos) as key – but also provided assets for other retailers; book became Waterstones Book of Month
Targeted premium entertainment websites, in line with the best media suggested by audience profiling
Majored on lead character as way to engage audience most effectively – and used other authors to help spread the word
Pay with a Tweet campaign gave people incentives to engage
Extraordinary ROI for debut (and genre) novel
CHILDREN’S WINNER
Fangirl by Rainbow Rowell Marketer: Kat McKenna, Macmillan Children’s Books
Partnered with Tatty Devine to produce a ‘fangirl’ necklace on sale June to September to tie in with July author tour
Exclusive edition necklace produced as competition prize
#fangirlselfie competition so fans would share news about the necklace and be further excited by the collaboration
Raised awareness for the book beyond bookstores and hardcore fans to whole new audience
On very small budget achieved 50% more sales than previous books
Also raised interaction with and views of MyKindaBook platform
JOINT SHOESTRING WINNERSThe Lemon Grove by Helen Walsh
Marketer: Vicky Palmer, Tinder Press/Headline
Great feedback from the trade and glowing lead review in Good Housekeeping but…
… it failed the Good Housekeeping ‘Reader Recommendation’ test
A definite marmite book polarizing audiences
So, refocused target audience and got the discussion going via social media
Promoted as the perfect summer read: ‘Temperatures are rising. But it’s not the weather causing it‘
Plus incentivised promotion via Toni & Guy salons resulted in a huge increase in her previous sales
Campaign Title: Virtual Romance Festival Marketer: Sam Missingham, Kimberley Young, Charlotte Ledger, HarperCollins
Genuine first – publisher-agnostic Festival organised by a publisher!
Clear set of objectives including direct engagement with audience and attracting authors: both fans & writers targeted
Survey to find 100 top romance books of all times; Spotify list of the authors’ favourite romantic songs
Competitions to win a year with an editor, a year’s worth of books, and join authors in a Hangout
Strong branding and Festival poster mimicking eg Latitude
Delivered on three online platforms – Twitter, Facebook and Google hangouts
A number of campaigns were also awarded as ‘Highly Commended’
ADULT
We Are All Completely Beside Ourselves by Karen Joy Fowler Marketers: Flora Willis, Victoria Beddows, Diana Broccardo, Serpent’s Tail
A small company really getting behind a book – and making it very big indeed
Twitter campaign #page77 for people to share their experiences of reading the book and the twist
Moved into paperback quickly to take full advantage of the Booker news
Targeted outside London with flyposting in Brighton, Edinburgh, Manchester
Collaborations with LoveReading and Mumsnet fired up support and generated more reviews
The Goldfinch Donna Tartt Marketer: Stephen Dumughn, Little, Brown
Strong messaging to target audience: ‘Read it this summer. Remember it forever’
Taken out of the literary fiction ‘box’ with mass market campaign through Tescos and Blinkbox
Tesco twitter account asked: ‘Where will you be reading The Goldfinch this summer?’
Competition for private viewing of the Goldfinch in Amsterdam with ASOS
Gelupo provided free ice-cream for publication day stunt
Sales up over 30% on previous book
CHILDREN’S
A Puffin Book Marketers: Andrea Bowie, Nicola Chapman, Natasha Collie, Puffin Books
20 classic Puffins given beautiful new covers and Extra! Extra! Read All About it! pages at the end, including rare archive material, quizzes and unexpected tidbits
Virtual timeline for nostalgic audience but also a useful resource for schools
Teachers sent a ribbon wrapped gift
National Trust ‘Name a Puffin’ vote
Librarians, bloggers, bookstores sent postcards: ‘What’s your favourite? Tell us, take a photo and…tweet tweet @puffinbooks’
International sales of all titles up +250%
SHOESTRING
The Gollancz Festival Marketers: Jennifer McMenemy (Marketing), Sophie Calder (Publicity), Gollancz
Persuaded participating authors to read their one-star reviews on camera – genius!
Timed when sci-fi fans and authors in London – but delivered internationally too
Very well organised, throughout the day virtual and real activities, starting with a tweet-up on what people had for breakfast…
Sold out in three weeks with no paid-for media at all
Partnered new authors with established names
Judges for this campaign round included: Jo Henry and Alastair Giles of the Book Marketing Society, Orna O’Brien of the London Book Fair, Sheila O’Reilly of the Dulwich Bookshop, Sara Mulryan of Nielsen BookScan and Liz Thomson of BookBrunch
Earlier this year, Paul Martinovic of Macmillan’s campaign for The Secret Barrister won the BMS Award for Best Non-Fiction Campaign, April-June 2019. Here, he shares three key takeaways from that camp…
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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.
The Girl With All The Gifts by M. R. Carey
Fangirl by Rainbow Rowell
Marketer: Vicky Palmer, Tinder Press/Headline
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