Transcript Toorak - Australian Society of Authors

ASA Professional Development Seminars
Marketing: The author as brand name
Melbourne, 27 August 2008
Presented by David Marlow © 2008
As requested by members, the ASA is providing papers from the professional
development seminars for downloading. The information that follows
summarises the content covered in the seminar and reflects the personal views
of the presenter. Please note that the views expressed are not related in any way
to ASA opinion or policy.
The Australian Society of Authors ackno wled ges the CAL Cultural Fund for its
gene rous support o f the ASA’s professional development seminar program.
Australian Society of Authors
© 2008 David Marlow
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Chocalottabooks!
David Marlow
B.Comm B.Bus MBA
Public Relations ANZ
Marketing ANZ
MD Teledirect in Asia
Book Street since 2003
Love books
Reaching customers
Don’t be afraid to give yourself a plug!
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Two independent bookshops from scratch
Built unique selling point positioning
◦ Hampton
◦ Toorak
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Author events
Character events
Community relations
Literary festivals
Advertising
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Hampton
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Hazel Edwards
Mark D’Arbanville
WEG / Don Richards
Wayne McCauley
Robert Dessaix
Nicki Gemmell
Dr Chris O’Brien
Monica McInerney
Anna Pignataro
Li Cunxin
Lisa Sewards
Maria Prendergast
Evelyn Field
Jutta Goetz
Kids, Mums & Local
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Toorak
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Sir Zelman Cowan
Walter Jona
Barry Jones
Jeffrey Archer
Waleed Aly
Julian Burnside
Peter Costello
Suzy Zail
Marshall Browne
Xinran Xue
Naomi Ragen
Steve Bedwell
Dr Henry Lew
Father Frank Moloney
Prof Brian Costar
Highbrow, Jewish & Local
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Overview of the book industry with implications for
authors
Identifying different kinds of markets
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Writers weeks and festivals
Book reviews and testimonials
Launching your book
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Bookshop signings, book tours, etc
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Networking
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Creative exposure with or without publisher
support
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Success as a brand =
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JK Rowling
Jeffrey Archer
Tom Kenneally
Jodi Picoult
Emily Rodda
Dr Seuss
What do they have in common?
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Do you want to only ever write one book?
Your ‘talent’ is separate from your ‘brand’
What are you selling?
What are you known for?
Fiction v. non-fiction
Cumulative effect of building book by book
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People know what they are going to get from
you
◦ Brands
 Jeffrey Archer
 Colleen McCullough
 Tim Winton
◦ Ford
 James Patterson
◦ General Motors
 Colin Bowles
 Colin Falconer
 Mark D’Arbanville
Authors &
illustrators
Distributors
- local
- international
- warehousing
- logistics
- wholesalers
- distribution
Frontline
Media, reviewers, commentators, prize judges,
opinion leaders, bookseller feedback,
librarian feedback, Bookscan
Readers
Book buyers
Publishers
- imprints &
agencies
- editors
- publishers
- printers
- sales reps
- mktg / sell ins
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Majors
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Alliance (HH, A&U, Watts, Harlequin)
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UBD (Penguin, DK, New Holland)
Macmillan (Macm, McMeel…)
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Random (Random, HG, Egmont)
Scribo – Bookwise, Brumby, Gary
Allen, Tower
◦ Harper (Harper, S&S)
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Baker & Taylor
Ingrams
Gardners
Independent publishers
◦ Scholastic
◦ Lonely Planet
◦ Wiley…
Wholesalers eg. Taltrade, Seek
Educational suppliers
Library suppliers
Local
International
Index Position Isbn
Title
Author
Imprint
Total Quantity
RRP
ASP
1
1 9780241015308
Breath
Winton, Tim
Hamish Hamilton
766 $45.00 $40.82
2
2 9781741149982
Forgotten Garden,The
Morton, Kate
Allen & Unwin
668 $32.95 $30.17
3
3 9780747585664
Eat, Pray, Love:One Woman's
Search for Everything
Gilbert, Elizabeth
Bloomsbury Publishing PLC
571 $24.95 $23.70
4
4 9780732278366
Time We Have Taken,The
Carroll, Steven
HarperCollins Publishers
(Australia) Pty Ltd
562 $27.99 $26.67
5
5 9781408700921
When You are Engulfed in
Flames
Sedaris, David
Little, Brown
448 $32.99 $30.91
6
6 9780731813421
Wild Tea Cosies
Prior, Loani
Simon & Schuster Australia
426 $24.95 $24.21
7
7 9780718148577
New Earth,A:Awakening to Your
Life's Purpose
Tolle, Eckhart
Michael Joseph
417 $29.95 $28.52
8
8 9780241015377
Tall Man,The:Death and Life on
Palm Island
Hooper, Chloe
Hamish Hamilton
408 $32.95 $30.98
9
9 9780646470801
4 Ingredients
McCosker, Kim & Bermingham,
Rachael
4 Ingredients
378 $17.95 $17.02
10
10 9780732280376
People of the Book
Brooks, Geraldine
HarperCollins Publishers
(Australia) Pty Ltd
358 $32.99 $30.88
11
11 9780241015414
Boat,The
Le, Nam
Hamish Hamilton
317 $29.95 $27.81
Sell-through and reprinting
Independent
bookshops
Chains
Push
Readers & book
buyers
DDS
Pull
Internet
Libraries
• Leading Edge
• Franchisees?
• Specialty shops
• Other
Frontlist
v. Backlist
30:70
• A&R / Borders
• Dymocks
• Collins
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50:50
• Big W
• Kmart
• Target
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80:20
• Amazon
• LEB
• Chains
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• Council libraries
• School libraries
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Protection v. Parallel importing
Discount from RRP
Sale or Return
◦ v. Consignment
◦ v. Firm sale
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BookFind - Titlepage
Competition includes TV, Cable, DVDs,
surfing…
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Author events
Merchandising
Hand-selling
Point of Sale
Publisher sell-in
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A “push” promotional strategy makes
use of a company's sales force and
trade promotion activities to create
consumer demand for a product.
Push
Publisher advertising
Book reviews
Prize announcements
Amazon recommedations
Bookshop newsletters
Product placement
E-mail blast
A “pull” selling strategy is one that
requires high spending on advertising
and consumer promotion to build up
consumer demand for a product.
Pull
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Da Vinci Code
The Secret
Spotless
4 Ingredients
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You want name recognition in your chosen
field
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Antarctica for kids = Hazel Edwards
Bullying = Evelyn Field
Climate Change = Tim Flannery
Child psychology = Michael Carr-Gregg
Kids picture books = Mem Fox
Look for loose bricks – your niche
Reader type:
Adult
Readers - Buyers
Young
Adult
Tweenie
Little
Kids
Fiction
categories
Non Fiction
categories
Eg. Themes
Addition - OCD
Curious Incident
- Aspergers
Broken
Eg. History
Historical societies
RSLs
Local papers
Universities
Schools
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Publicity v. advertising
Booksellers
Librarians
Book Groups
Community groups eg. Military - RSLs
Reviews
Interviews
◦ Mention the title, mention the title, mention the
title, mention the title, mention the title…
30 X 25 = 750
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Book Expo / London / Frankfurt Book Fair
Melbourne/Sydney/Adelaide/Perth Writers
Festival
◦ Ubud (Bali) Writers Festival
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Bayside (& other council) Literary festivals
Community writers festivals
◦ Eg. Jewish writers festival in Sydney
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Seek – approach – network
Volunteer to help
They create word of mouth, awareness, media
exposure and sales!
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Oprah
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TV eg ACA,
◦ Sunrise, Tue Book Club
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Radio eg. ABC, SBS
Internet buzz
eg Blair Witch,
New Earth
◦ Can do by home phone
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Newspapers eg. Age, Herald Sun
Blogs
Cover quotes
◦ – Target approp. journo
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Local newspapers / magazines
Introductions
at events
Review copies are your cheapest marketing
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Don’t advertise in a vacuum
Advertising maintains brands
PR builds brands
Creativity makes up for cash poor
◦ Tooheys used billboards
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Need buzz
◦ Word of mouth – events, networking, direct mail
◦ Push and pull
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Targets: Booksellers, reviewers, book groups,
community groups
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Case study – Mem Fox / Tim Winton in USA
Retailer sales conferences – the motherload
At the event target booksellers as well as consumers
◦ you want the enthusiastic handsell
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Susan Duncan – be gracious
Local events
Frequent bookshops & make yourself known
Speak / Sign / Network / Entertain / Party
Plan, schedule, communicate, stock, local media
Leave signed copies
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Be gracious and make eye contact
Try to look like you’re having fun even if few people
turn up
Sign stock and network
Chat with employees
It doesn’t matter how many you sell at the event
Prepare & practice your talk/reading
Make small groups informal
Be honest and funny about being nervous
Don’t drink alcohol until after your talk
Send a thank-you to the bookseller
Ref: K. Goldmark cited in The Complete Guide to Book Marketing
by David Cole)
Media
Magazines
Newspapers
Radio
TV
Internet
Community
Libraries
Community
groups
Eg. Rotary
Schools
Book groups
Festivals
Industry
Booksellers
Buyers
Publishers
Publicists
Librarians
Create & nurture your media/contact list
Phone – mail/email - phone
Become the GO TO Guy / Gal - ongoing
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Write for newspapers – Xinran, Naomi Ragen…
What’s on?
Chapter samplers
Reading copies
Flyers, email newsletters
Bookmarks
Shelf talkers
Point of sale – sale support
Kids book characters
Custom events eg. Fairy parties
Media, buzz – look at Richard Branson…
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Sir Zelman Cowen
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Universities
Law firms
Jewish groups
SBS
Media release
Tom Kenneally
◦ JHC joint promotion
◦ AJN
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Toorak Rotary
Toorak
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WEG / Don Richards
Lisa Sewards
Maria Prendergast
◦ Herald Sun
◦ Melb Weekly
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Anna Pignataro
Rainbow Magic Party
◦ Fairy shop co-op
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Spot & Maisy
◦ Leader
◦ Reading / colouring in
Hampton
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Money
Time
Skill
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Network
Don’t be shy – Chutzpah pays
Don’t be annoying
◦ Make appointments
◦ WIIFM
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Practice presenting
Keep titles simple and memorable
Ensure books available when publicity strikes
Think outside the box
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David Marlow
◦ 0407 389 919
◦ [email protected]
◦ Hampton:
 482 Hampton St Hampton
◦ Toorak:
 Shop 7 Toorak Place,
521 Toorak Rd, Toorak