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“Permission marketing” is alive and well, and nine other things we learned at the BMS Masterclass on (almost) zero budget marketing

March’s Masterclass on (almost) zero budget marketing was a wide-ranging, in-depth session — many thanks to our marketers who presented their campaigns and fielded questions. Below are a few of James Spackman‘s key takeaways from the session. A product can be marketed on the back of a political campaign, if the product and the messages are right. Tara Al Azzawi’s campaign for Dear...
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BMS Awards: Seasonal winners announced

The best marketing campaigns for the period September-December 2017 were announced at the Book Marketing Society meeting hosted by Hachette on 26th March. There was particularly strong competition in both the Adult Fiction and Guerrillla (for campaigns costing less than £2,500) categories, with the judges choosing two Highly Commended in the first of these, Adult Fiction:  firstly, Fleur Clarke’s...
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First Masterclass for 2018 announced: (almost) zero budget marketing

After a series of in-depth sessions last year, BMS Masterclasses are back by popular demand with a new, ‘guerrilla campaigns’ focused session with mini or no budgets the name of the game. Hosted by James Spackman, three marketers will be talking us through their creative and hard-working campaigns: Elke Desanghere (then of Penguin, now Digital Marketing Manager at HarperCollins) on the use of...
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Chopsticks make great wands and 17 (more useful) things we learned at the Brands Masterclass

November 2017 saw our final Breakfast Masterclass of the year with James Spackman. It was another stimulating session with four fascinating talks examining brand authors across the spectrum, including two bold re-positioning campaigns. Thank you to all the presenting marketers for their sharing. These are James’ top takeaways from the class — featuring absent authors, lapsed readers and,...
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BMS summer 2017 awards announced

The best marketing campaigns for the period April-August 2017 were announced at the Book Marketing Society’s meeting held at Random House’s offices on 1st November. The Awards covered the summer reading period and there was particularly fierce competition in the Adult Fiction category, with much experimentation around ebooks used as price-promoted marketing tools for both hardbacks and...
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