I mentioned a while ago that I still had some things I wanted to write about the Society of Young Publishers’ Careers Conference waaaay back in November; finally I have a spare hour to do so. I want to write about the talk I heard from Clare Morrison, a Senior Marketing Executive at Random House, because I found what she had to say very interesting, very inspirational, and very thorough. It’s not my intention to repeat word for word what she said about working in Marketing, but rather to try and give an overall impression of what it was all about, and why I found it so eye-opening.
Marketing is essentially about informing the target audience about your product and influencing them to buy it: essentially, advertising books. Publicity is closely related to it, but the crucial difference is money: Marketing has a budget to spend, whereas publicists try and generate news stories and reviews of a book without spending money to do so.
There are two aspects to Marketing: the ‘sell-in’ and the ‘sell-out’. The ‘sell-in’ is focused within the trade, ie on bookshops. Marketing will liase with the sales teams to ensure they have a full knowledge of the product to promote it to bookshops and encourage them to stock, promote and sell the book. The ‘sell-out’ targets the consumer – the readers – directly, trying to encourage and persuade them to walk into the bookshop, or click through to the online retailer, to actually buy the book.
There are obviously a huge number of different ways to do this, and one of the things that appealed to me was how creative it seemed. Marketing in Publishing is essentially advertising and promotion, so you constantly have to be developing new and more creative ways of making your book stand out above the competition. Of course, different types of books will be marketed in very different ways; academic publishers still need to pursuade libraries and universities to buy their textbook over a competitors,. It’s in the name: Marketing is about identifying your intended market of readers, raising their awareness of your product, and influencing them to buy it.
This can be done through: catalogues, posters, promotional items (notebooks, mugs, pencils, bookmarks), advertising space in trade and consumer magazines, bill-boards, Underground posters, bus posters, press articles, author and publisher websites, social networking websites, Youtube, reading groups, TV and film tie-ins… and that’s just for starters. Nowadays, the internet and other interactive media are becoming increasingly important for marketing; thus, a Marketing department might launch an online competition inviting readers to design the cover of a forthcoming book; or they might combine traditional and new techniques by advertising on posters a number to be texted if you want to download the first chapter of a book from a website. They might also go even more wacky and ‘arty’ by setting up a bed strewn with books in the middle of a London square or having ‘live’ installations in bookshop windows: anything unusual to grab peoples’ attention and get them interested.
Marketing appeals to me because the whole reason I want to work in Publishing is because I love books. Marketing is the side of Publishing that allows you to share that passion for books with your readers: you are promoting something you love. The creative element is obviously appealing too; in Editorial you help an author shape and develop their words; in Marketing you work with the design team to create engaging and innovative, often visual, campaigns to draw the reader in. It also seems to be a sector of publishing which would be very varied. You would have to work with a huge number of different contacts both inside and outside publishing, and no two projects would ever be the same. There is obviously a lot more to it than just swanning around designing posters, and I would think you would have to be very business orientated as well: you have to be focused on your aims, know your product and your market inside out, and tailor your creativity accordingly.
Nevertheless, it is definitely something I can see myself doing, enjoying, and being good at, for the same reasons that Editorial also appeals: the mixture of skills and ideas you would have to have; the blend of innovative managerial, business, and financial decisions which would have to be made with confidence and creativity.