publicity campaign on a shoestring: john williams stoner · john williams stoner. key lessons from...

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 …