If you’re female, a keen reader, digital savvy and work in book marketing – it is likely that you were at the Bookseller’s Marketing and Publicity Conference on Tuesday. Well, a show of hands at the request of Claire Evans and Louise Vinter showed that most of us who were there fitted into that demographic, as they launched into a talk on becoming more consumer-focused. The YUDU Marketing team, along with hundreds of eager book marketers arrived in anticipation of talks from industry experts and speakers, as well as external speakers from the likes of Buzzfeed and Youtube. Here are a few notes around our main take-aways.
Building an audience of fans on Facebook, Twitter or Pinterest has been a key focus of many a marketing strategy over recent years. Many publishers believe they have nailed this now and are mastering the analysis of data to produce explicit graphs, showcasing the benefits of the social network.
YouTube gets over a billion unique users a month, over 40% of which is from mobile devices. Thousands of YouTube channels are making significant revenues from their in-stream ads, yet a number of publishers are yet to embrace it fully. Jessica Elvidge, Creative Strategist at YouTube walked us through the effectiveness of Macmillan’s campaign for In 59 Seconds; a handy guide to changing your life. The YouTube campaign delivered a series of simple and repetitive video clips, each lasting 59 seconds, all hosted on a clean, informative channel.
Successful YouTube promotions take careful planning and there are a number of key factors that make the content popular. Video content needs to be valuable, as in it really needs to effect the lives of those who watch it; it needs to be relatable, meaning it actually needs to connect people to aspects of their reality and finally it needs to be topical and related to everyday issues. Not all ideas will contain all three elements, but Jessica suggests that this is a good starting point.
Good copy sells. Good copy inspires. Both Daniel Dalton from Buzzfeed and Andy Maslen from The Copywriting academy spoke about this. Clever use of adjectives are the way to evoke this. Buzzfeed relies on the emotions that adjectives deliver in their headlines – the idea is that by telling people how they are going to feel, they are more likely to react. In a nutshell – rational copy makes people think and emotional copy makes people act.
‘Creativity is Contagious, pass it on’ certainly got the audience thinking. Preena Gadher, Managing Director of Riot Communications talked us through a number of ways her team continually churn out creative ideas. From brainstorming on paper (once you’re at a screen it’s hard to think, as you feel the urge to ‘do’) to using top brands as inspiration. It was a useful session on idea generation and a reminder that even the most creative people need to draw inspiration from sources around them.
If you are working in book marketing and looking for ways to promote new titles and backlist titles, YUDU’s BookSnacking is an easy solution to promote and get your book discovered online. Please get in touch for more information.