Comment créer du Buzz autour d'un livre
Posté : mar. févr. 17, 2009 8:24 am
"Comment créer du Buzz autour d'un livre", c'est l'objet d'un article en anglais à lire ici
voici le début :"
Imagine if brands such as Persil, Flora or Cadbury had pages of editorial dedicated to their every variant launch. If this were the case, then it's unlikely they would feel compelled to spend the millions they do on advertising. Books are in just that fortunate position through the column inches newspapers and magazines allocate to reviews. Despite this, publishers invest significant sums in marketing for books and their authors.
This is because the market is controlled by large retailers such as Waterstone's, WH Smith, Amazon and Tesco. Before agreeing to stock a book, retailers want assurances that it will be promoted. Although a certain amount of each marketing budget goes towards discounts when you purchase - such as "three for two" offers - publishers do put money behind traditional advertising and online campaigns.
As a rule, there is no real art to book advertising. It's more often than not a poster for the latest sex-and-shopping romcom, thriller, cookbook or celebrity autobiography. Apart from the particular look associated with each genre, the ads almost always fail to tell me very much about their subjects. Also, books can only really do well if they are any good, so word of mouth is the most effective way of advertising them. "
voici le début :"
Imagine if brands such as Persil, Flora or Cadbury had pages of editorial dedicated to their every variant launch. If this were the case, then it's unlikely they would feel compelled to spend the millions they do on advertising. Books are in just that fortunate position through the column inches newspapers and magazines allocate to reviews. Despite this, publishers invest significant sums in marketing for books and their authors.
This is because the market is controlled by large retailers such as Waterstone's, WH Smith, Amazon and Tesco. Before agreeing to stock a book, retailers want assurances that it will be promoted. Although a certain amount of each marketing budget goes towards discounts when you purchase - such as "three for two" offers - publishers do put money behind traditional advertising and online campaigns.
As a rule, there is no real art to book advertising. It's more often than not a poster for the latest sex-and-shopping romcom, thriller, cookbook or celebrity autobiography. Apart from the particular look associated with each genre, the ads almost always fail to tell me very much about their subjects. Also, books can only really do well if they are any good, so word of mouth is the most effective way of advertising them. "
