publicity campaign on a shoestring: john williams stoner · john williams stoner. key lessons from...
TRANSCRIPT
Please tweet today using
#mandp14
#weareallStonersnow
@vintagebooks
‘Publicity campaign on a shoestring: John Williams’ Stoner
KEY LESSONS FROM THE
STONER CAMPAIGN
The media believes its own hype (sometimes)
Teamwork in-house across divisions
The power of a good spokesperson
The media believes its own hype ….
KEY CHALLENGE:
HOW DO VINTAGE MAKE AN INTERNATIONAL PHENOMENON A
UK PHENOMENON?
A ‘Perfect’ American Novel Strikes Gold Overseas
Feeding the hype … April 2013
#weareallStonersnow
Free copies - Vintage encourages one to keep, one to pass on philosophy
Targeting the Independent
Vintage reach out to own authors for support
Made use of other low cost resources Metadata
News Release vs Press Release
The hype begins to take off … June
‘Very few novels in English, or literary productions of any kind, have come anywhere near its level for human wisdom or as a work of art’ ‘Stoner is the greatest novel you have never read’ Bryan Appleyard, The Sunday Times
Teamwork in house …
Staying on track with short weekly meetings across departments with clear action points Tailor-made retailer strategy, including cakes, badges, face-to-face rep support, free copies, twitter engagement with Waterstones booksellers and independents (and ssshhh, a secret supporter in Tesco) Garnering in-house support from Vintage and then within our company. Lots of updates … lots of giveaways Persuade Marketing to find a budget for last minute cheap newspaper ads to coincide with coverage Facebook ads designed and seeded
And to top it all off … the power of a good spokesperson
and the right positioning … traditional media counts!
How we sustained the Stoner love …
And the jewel in the crown…a Christmas No 1
Stoner … the gift that keeps on giving, 2014
A year on the Telegraph get other broadcasters to choose their favourite ‘lost’ Classics Sunday Times lead Summer Read feature with Butcher’s Crossing review … Tesco order 6000 copies of a new photographic edition
And … we have LOTS of copies for you here today,
please read, tweet #weareallStonersnow and join the conversation
STATISTICS: over 300,000 copies sold to date …