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Campaigns that Make a Difference

The theme of this year’s joint event with the PPC at the London Book Fair 2019 will be Campaigns that Make a Difference: Issue led PR and Marketing.

The PPC and BMS will explore ways in which publishers are using creative publicity and marketing opportunities to make a difference. Issues of inclusivity, diversity, mental health and wellbeing, feminism, climate change and the environment are at the forefront of publishing, but simply acquiring and releasing these books into the world is not enough.

Publicists and marketers have a vital role to play in amplifying this content. Charity partnerships and collaborations, attention-grabbing advertising, viral social media campaigns, memorable press coverage and conversation-starting stunts can be used to great effect to generate awareness and continue the dialogue beyond the page.

The launch of #Merky Books, a PRH imprint for inspiring new voices, the conversation around junior doctors and This Is Going To Hurt and the unmissable activity for Feminists Don’t Wear Pink is just a handful of cases where issue-led books have been placed firmly in the centre of the new arena, in publishing and beyond, and have had a lasting impact.

Teams from a variety of publishers, along with charity ambassadors, will give insight, showcase their work and share effective ways in which publicists and marketers can create book campaigns which truly make a difference, with resources of any size.

Entry to the event is free of charge, but you do require a LBF pass to gain access. Visit the LBF website for details.

We look forward to seeing you there!

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Successful Freelancing – bookcareers.com LIVE

Series 1 Episode 9 of bookcareers.com Live This episode focuses on Successful Freelancing. Are you a freelance or thinking of going freelance?  What are the two reasons that most people quit freelancing? Many people consider freelancing from time to time.  No matter what stage you’re at in your freelancing career, this episode contains 10 points […]

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Fact or fiction: Why the divide?

A talk from Anna Faherty at The Galley Club explores the subject with us. BOOK HERE for this event
Fiction or non-fiction? It’s the first decision we make when we enter a bookshop and it defines many of our reading identities. But why, in an age of ‘curation’, does everyone cling to this divide? At best, it helps us know what we’re getting. At worst, it hinders book discovery.

Anna’s talk will challenge how publishers and booksellers develop, label and present stories of all kinds, both on and offline. She’ll be blurring the lines between fiction and non-fiction, shaking up bookshop tables and sharing her passion for ‘generous browsing’. Expect an evening of diverse and provocative ponderings, from Netflix algorithms to the power of story and the right way to do curation.
Anna Faherty is an award-winning researcher, writer and teacher who has worked in publishing for over 25 years. Anna now collaborates with publishers and museums on an eclectic range of print, exhibition and digital projects. She teaches on publishing and writing courses at City University, Kingston University, Oxford Brookes University, University of the Arts and UCL. Her book States of Mind is a genre-busting anthology of science, philosophy, fiction and art published by Wellcome Collection.
Anna tweets as @mafunyane

BOOK HERE for this event

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Breakfast Trade Marketing Masterclass with James Spackman

November’s masterclass with James Spackman will review a number of leading campaigns of the past year through the lens of trade marketing, examining recent book retailing trends and looking at innovative ways marketers have been working with booksellers to secure the attention of consumers.

Includes a retailer-focused campaign ‘surgery’ session – a unique chance to discuss your trade marketing challenges with other members.

Places are limited and only available to BMS members (includes colleagues working for a member company, eg sales, editorial etc).
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Publishing Training Centre: Content Marketing

Content marketing enables publishers to create and distribute valuable, relevant and inspiring content that appeals to target audiences; and to effectively promote brands by connecting with readers in a deeper way than just telling them a product is out there.

It aims to talk to customers on their own terms, introducing them to a brand, exciting them and moving them along the buying process or developing loyalty.

Driving sales, data signups or other actions are proven to be more responsive through content marketing than straight forward online adverts alone and this course is a practical introduction to understanding the broad strategy, techniques, styles and distribution techniques required for a successful campaign.

Marketing professionals, editorial staff and anyone who is required to promote a brand will benefit from this course.

Learn how to: attract and engage customers through the creation of relevant, compelling content that has value for your audience; put together an effective content strategy and create a content calendar to deliver it; use social media to distribute and amplify your content’s reach; use content marketing as an SEO tool; and measure your success.

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Publishing Training Centre: How to Brief Creative Work

Marketing and Sales teams are producing more material than ever; the “super proof” is having a renaissance, and #BookPost shows that creative marketing concepts for the trade are more influential than ever. And all the while, digital design moves on apace, offering ever-changing opportunities.

A modern marketer needs to be able to collaborate effectively with design colleagues, commissioning strong work across media, translating the strategic needs of a book campaign into persuasive artwork without looking over their shoulder or trying to design it themselves.

This course, which will benefit junior and mid ranking marketing people, and sales people who commission design work, will help you get it right with minimum fuss and friction.

Learn how to: be aware of a designer’s needs and priorities; understand the dynamics of a creative collaboration; turn a strategy into a creative brief; brief tightly yet keep an open mind; and feed back constructively yet candidly.

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Publishing Training Centre: Market Research and Customer Insight

Knowing what your customers think about your brand and the market is a crucially important step to making decisions with confidence on both tactical and strategic matters. This can be anything from a simple (yet critical) decision on cover design to refining the tone of your marketing communications or even exploring new product categories to expand into.

This Market Research and Customer Insight course is a practical introduction to running research, whether it be in-house or via an agency, and will arm you with the essential skills to run a research project and avoid common pitfalls. You will learn about research sources, planning and executing a campaign, making sense of all the data and finally implementing the research outcomes.

The course is a practical introduction to market research. Your tutor will present the key facts relating to effective research and then delegates are invited to try it for themselves in practical exercises.

Anyone responsible for making decisions on content, design, marketing or commissioning will benefit from this course. Managers will benefit from having topline knowledge of the process and tools available, and those responsible for actioning research will benefit from the structured process and key analytical tips which help to make sense of all the data.

Learn how to: brief a research project – key stages and defining the hypothesis you are trying to prove; use data sources – how can you draw on what you currently have, creating valid audiences; execute a campaign – testing, quantitative and qualitative; evaluate your findings – making sense of it all and presenting it back to the team.

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Publishing Training Centre: Introduction to Marketing

Marketing departments in publishing companies are exciting places to work, but understanding both your part in the business and what you are trying to achieve is crucial when both budget and activity have to be spent as effectively as possible.

You need to learn who all your audiences are, not just the consumers who buy your books but also your colleagues in different departments and the retailers who will sell and promote your books. You also need to understand the costs associated with the various media options, how to work most effectively with your colleagues in publicity and how to measure how successful your work has been.

There isn’t much time to ask questions on the job and you are generally expected to pick everything up through osmosis. This course will explain clearly exactly what is happening in all parts of the publishing process and give you the chance to ask all of the questions that have occurred to you since you started. The course will look at both trade and non-trade publishing.

Learn how to: identify and place the function of marketing within the publishing process, both internally and externally; plan and execute a marketing campaign; make a successful campaign and learn how to measure and evaluate it; understand the requirements from sales and the book trade.

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Publishing Training Centre: How to Brief Creative Work

Marketing and Sales teams are producing more material than ever; the “super proof” is having a renaissance, and #BookPost shows that creative marketing concepts for the trade are more influential than ever. And all the while, digital design moves on apace, offering ever-changing opportunities.

A modern marketer needs to be able to collaborate effectively with design colleagues, commissioning strong work across media, translating the strategic needs of a book campaign into persuasive artwork without looking over their shoulder or trying to design it themselves.

This course, which will benefit junior and mid ranking marketing people, and sales people who commission design work, will help you get it right with minimum fuss and friction.

Learn how to: be aware of a designer’s needs and priorities; understand the dynamics of a creative collaboration; turn a strategy into a creative brief; brief tightly yet keep an open mind; and feed back constructively yet candidly.

Continue Reading