The Bookseller carried the following article yesterday:
'Penguin is one of the first publishers in the UK to use a new word-of-mouth marketing approach, buzz marketing, with help from agency BzzAgent.
To promote The Second Wife by Elizabeth Buchan, which is published on 2nd August, BzzAgent aims to generate anticipation through 1,000 of its "agents".They are ordinary people, encouraged to spread news about a title through book clubs, emails and online reviews, by carrying it around, discussing it at parties and blogging. They each receive a copy of the book and a "BzzGuide" that identifies key discussion points and potential readers. The campaign will run all summer, with feedback reported to Penguin in September.'
To promote The Second Wife by Elizabeth Buchan, which is published on 2nd August, BzzAgent aims to generate anticipation through 1,000 of its "agents".They are ordinary people, encouraged to spread news about a title through book clubs, emails and online reviews, by carrying it around, discussing it at parties and blogging. They each receive a copy of the book and a "BzzGuide" that identifies key discussion points and potential readers. The campaign will run all summer, with feedback reported to Penguin in September.'
Interesting concept of formalising the viral marketing concepts prevalent in other creative areas. They also gave away 20, 000 copies of the first book to Ocado customers - their target demographic - hoping that Waitrose customers will buy the sequel.
'Word of Mouth' and 'Word of Mouse'.
What an excellent idea. Elizabeth must be delighted at having that amount of energy and ingenuity from the publishers behind her.
What’s playing my YouTube right now? Bach Double for lute played on the guitar. http://uk.youtube.com/watch?v=qDXznf-sk-g&feature=PlayList&p=4F1D642A6F9D7B46&index=8
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