Key takeaways from the BMS November Member Meeting

bms-roundup-featured-imageThe BMS Member Meeting on the 1st of November was packed with guest speakers featuring case studies and highlights from past campaigns, alongside the announcement of the latest Marketing Campaign Awards covering the period May-August 2016.

Some of the key takeaways from each presentation were:

Janine Giovanni from Transworld on The Unmumsy Mum

  • With a marketing budget of only £400 Transworld was able to generate 6,000 preorder sales through creating a fan-generated e-book of funny parenting stories.
  • The fan engagement provided real content for the author to discuss during her promotional events, which helped to maintain her authenticity throughout the promotions.

Elisa Offord from Simon & Schuster Children’s on Supertato: Veggies Assemble

  • The two themes of healthy eating and literacy were key to the marketing campaign by providing healthy potato recipes and having Community Champions read to children in schools.
  • Both children and parents were engaged through the ‘dress up veggies’ activity.
  • Partnering with Asda – and in particular their Community Champions – led to awareness stands in 400 stores and resulted in an 18% increase in Asda sales on Hendra’s titles.

Keynote with Glenn Miller on FacebookLive

  • Consumer interest in Live has been surging as the medium is “immediate and immersive”. Users gain the unique experience of seeing events from the exact perspective of the person filming – with all the unscripted excitement that this might provide.
  • When watching Live everyone is experiencing the same thing, which drives engagement. Glenn indicated that consumers are spending three times longer watching Live than video on demand (VOD).
  • Live video is effective for marketing as viewers know that Live will produce a unique experience. Whereas in other formats, consumers skip through content assuming they have already seen it, given that assets are commonly re-used across platforms.
  • Live can be used for traditional events i.e. author interviews to reach a new audience. However, it does not need to incorporate speech; it can be used to immerse consumers in an experience.
  • Viewers can subscribe and receive notifications when you are going live.
  • Tip: Make sure to address fans directly and answer questions. Viewers know you can see their comments, therefore they expect a high level of interactivity and recognition.
  • After a Live broadcast, the video becomes a VOD. The playback feature allows you to view fans’ likes and comments, and identify what sparked consumers to share the video to their networks.
  • Tip: for higher quality audio recordings, Glenn mentioned that Rode microphones had proven popular with some clients and were reasonably priced.

Sam Missingham on BookGig

  • BookGig is a publisher-agnostic platform intended to list all book-related events in the UK in one place.
  • Consumers can refine search parameters to find what they want in the 500-1000 events taking place around the UK each week.
  • They are eager for more involvement! Contact Sam (sam.missingham@harpercollins.co.uk) to feature on the monthly newsletter and be involved in the planned themes which include:
    Tuesday book event ticket giveaway, Wednesday book giveaway, and Throwback Thursday (i.e. linking to a past event when the book launch is coming up).

Ross Fraser (ex John Murray) on Black Box Thinking 

  • Partnering with LinkedIn, Black Box Thinking’s author Matthew Syde created three bespoke articles around the book’s concept of ‘marginal gains’, in keeping with the theme of his book.
  • The articles featured on LinkedIn’s Pulse in different areas i.e. Careers: Getting Started, and Editor’s Pick. 
  • This collaboration enabled them to target a niche market which was a highly effective channel in conversions to sales.

Annie Woodfield from Nielsen on Backlist Data

  • Bookscan TCM data indicated that in 2015 backlist accounted for 44% of the print book market.
  • The Books & Consumers survey found most consumers who claim to buy backlist modern fiction paperbacks paid full price. This indicates a large amount of value is being derived from backlist.
  • For backlist sales, previous knowledge of the author and/or series is important in discovery.

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