There’s one thing all comms people have in common. Whether you work at a tiny indie or a publisher the size of a small town, we’re all workload rich and time poor. So here’s my brave (or is that foolish?) attempt to sum up key takeways from the Bookseller’s recent conference in 5 minutes…
- Growing a Reading Community: Five Lessons from Five Years of Emerald Street
With literary editors becoming a rare breed, digital is your new best friend for coverage that matters. Cue a talk from Emerald Street, whose emails go out to 150k contacts, and do twice weekly “Reading Rooms”. Remember: we’re viewers first then readers of their visually gorgeous content – they aim to be the still point in your inbox.
- Totes Amazing: What Really Works in Trade Marketing
Profile Books Publisher Jason Spackman revealed the secrets to the perfect proof copy: Personal, relevant, high quality, original. I loved the idea of a WWII themed book sent out in an evacuee’s suitcase with ration books and 1940s themed goodies! Now I just need the budget…
- Reasons to Stay Alive: Putting the Author at the Heart of the Campaign
The brilliant team at Canongate talked about putting an author at the heart of a campaign to produce a bestseller, with Matt Haig’s Reasons to Stay Alive as their case study. Don’t just take it from me, here’s their 12-month campaign plan summed up a one handy slide!
- How Sticking to What We Know Won’t Help us Grow
Keynote speaker Sara Lloyd of Pan Macmillan stressed the importance of innovation and challenging convention. Suggestions included looking at teenagers’ phones to see what their top 5 most used apps are, and taking inspiration from this. Her colleague Emma Bravo also delved into new ideas for building successful media partnerships. A key question to ask is: what does success look like for both of you?
- Prepping for Debut Success in The Trouble with Sheep and Goats
Want to make a good impression on retailers and get those orders in? The Harper Collins team behind this bestseller said the recommended approach was the more personal, informal touch of taking an author to key Waterstones shops in person, introducing them to the team over a cup of tea, and giving out sleek book proofs by hand. Oh, and 2,000 proofs doesn’t hurt!
- Is Our Business Like Show Business?
In a talk about what we should (and shouldn’t) learn from other industries, the question was asked: should we be focusing more on promoting reading as a behaviour than marketing individual books?
- Send Better Email
One of Zainab Juma’s from PRH’s top tips for sending better email was to imagine you’re a considerate guest at a dinner party: don’t impose or turn up with leftovers. Who only wants to be told about books on sale for 99p? Or be emailed three times in one evening? Also, the key to using data effectively is to target behaviours not just demographics.
- Handselling Your Way to the Bestseller Charts
Amazon bestselling author Mark Dawson talked all things Facebook advertising. If you’re not already in the know with pixel installation, creating lookalike audiences, and how to set up successful social media book clubs, then start liking his Self-Publishing Formula Facebook page now.
That’s (nearly!) all folks. For those of you who happen to have a whole precious hour to spare, here’s a link where you can check out all the presentation slides from the day for FREE. Don’t say I don’t spoil you!
Happy reading, marketeers…
Cover Girl 