Author: Dawn Burnett

Dawn Burnett is the Marketing Director (Adult Division) at Simon & Schuster and for the last 7 years has spearheaded numerous award-winning and bestselling campaigns with her brilliant team. Prior to this she worked for Ebury Publishing and Pan Macmillan. She is currently reading The Knot by Mark Watson.

We found love in a hopeless place. A view from The Clothes Show LIVE.

Picture this scene. You are at The Birmingham NEC surrounded by some of the world’s most beautiful people, wearing the hottest fashions and sporting the biggest hair styles since Dallas (and I’m talking vintage, not Channel 5). On the hour, every hour, Rhianna sings We Fell In Love In A Hopeless Place. The models strut the catwalk. They look sexy. They are fabulous. Celebrities galore from TV, music and fashion also take the many stages while teams of hot dancers parade around them. The globe’s biggest fashion and beauty brands from couture to high street line the arena with eye popping offers.

Then in come 170,000 women primarily aged 17-24 with £16.6m to spend.  And they are all looking for a bargain.

This is the Clothes Show Live and in 2011 Books And The City took a stand.  Why, you ask?  Two reasons really.

  1. Because it is brand partnership HEAVEN
  2. Thousands of these girls LOVE chic lit

Books and the City is an online and direct to consumer marketing initiative set up by the staff and authors of Simon & Schuster who share many passions including [a] food, fashion, beauty, cocktails and most of all chick lit.  With a decline in sales across the genre it is clear that these consumers are not heading to the high street as frequently these days in the economic downturn.  But that doesn’t mean they love their romance any less.  So we felt that going to places where these consumers were heading such as specific exhibitions, trade fairs and media sponsored brand events was the perfect way to engage with new readers.

We took six authors who signed books and met with fans, performed writer presentations and tapped up new brand partners to work with in on-going third party marketing activities. We gave away goodie bags full of books, offered amazing competition prizes and signed up over 5,000 new members to our monthly newsletter.  We sold quite a few books too!

This year we are going again.  We are hosting a Literary Salon where 350 Clothes Show visitors can meet with our authors, many of who also continue to work in the media for a networking event.  We have even bigger brand partnership competition prizes with the likes of Champney’s, Project D, Kandee Shoes and Young British Designers.  We’ll be selling books at hugely competitive prices and we aim to come away with an even fatter contacts book so that we can build wider promotional networks for our on-going marketing campaigns.

We might even find a bit of time to buy shoes and make up too.  *But don’t tell Ian Chapman*

 

[author] [author_image timthumb=’on’]https://www.bookmarketingsociety.co.uk/wp-content/authors/DawnBurnett-11.jpg[/author_image] [author_info]Dawn Burnett is the Marketing Director (Adult Division) at Simon & Schuster and for the last 7 years has spearheaded numerous award-winning and bestselling campaigns with her brilliant team. Prior to this she worked for Ebury Publishing and Pan Macmillan. She is currently reading The Knot by Mark Watson. More blogs[/author_info] [/author]

 

The Age of Flashmobs

40 orange umbrellas?  Check.
Video camera fully charged?  Check.
Note to company to wear running shoes in case we have to leg it?  Sent.
100 copies of The Age of Miracles delivered to every desk in the company?  Check.
Simon & Schuster:  We are ready to flashmob!

Three years ago we did something a bit naughty for Philippa Gregory’s advertising campaign of The White Queen.  We projected her book jacket onto The Tower of London and The Houses of Parliament.  It was exciting.  It was dangerous.  It was teetering on the edge of legality, verging on breaking local authority regulations even if it wasn’t quite breaking the law.  But for a bunch of middle-class publishers who read books, wear glasses, don’t throw litter and pay taxes… this was ANARCHY!  And it felt good.

In June on the longest day of the year, Simon & Schuster organised its first flashmob for The Age of Miracles which has been one of the most talked about debut novels of 2012.  There was the usual advertising mix of outdoor posters and traditional press but what generated the most chat was the video and photos of our entire company, clad in orange outfits, sitting in Trafalgar Square reading a copy of this brilliant novel.  Tourists took our photos.  Strangers asked us what was going on. A handsome Italian man asked us for our books (and our phone numbers). We were spreading the word, especially across Twitter where our activities were being picked up and commented on by our customers, competitors and bloggers alike.

The only fly in the ointment was the Trafalgar Square ranger having a very stern word with our MD Ian Chapman and telling us to clear off otherwise there would be trouble.  Ian didn’t wear his running shoes.  The rest of us left him for dust.

Have you got a Flashmob story? Let us know in the comments or tweet to @BMSoc!

 

[author] [author_image timthumb=’on’]https://www.bookmarketingsociety.co.uk/wp-content/authors/DawnBurnett-11.jpg[/author_image] [author_info]Dawn Burnett is the Marketing Director (Adult Division) at Simon & Schuster and for the last 7 years has spearheaded numerous award-winning and bestselling campaigns with her brilliant team. Prior to this she worked for Ebury Publishing and Pan Macmillan. She is currently reading The Knot by Mark Watson. More blogs[/author_info] [/author]