AST promotion campaign plan for Flavia series

AST promotion campaign plan for Flavia series

Alan Bradley in Russia
AST 2013: DISTRIBUTION MAP
Moscow: 38%
Saint-Petersburg: 8%
Russian regions: 44%
CIS countries (Belarus, Ukraine, Kazakhstan): 10%
AST 2013: DISTRIBUTION CHANNELS
Book chains and
central book
shops
Internet sellers
Non-specialized
retail and
supermarkets
Flavia de Luce series in Russia:
•
•
•
5 bestsellers published in Russia
Special edition: two books in one
95 thousand copies sold since 2010
1. The Sweetness at the Bottom of the Pie
2. The Weed That Strings the Hangman’s Bag
3. A Red Herring Without Mustard
4. I Am Half Sick of Shadows
5. Speaking From Among the Bones
Brief information
New book release
The Dead In Their Vaulted Arches
May-June, 2014
March/Aprill
Competition in Social networks:
«Best Russian translation of the
new book title»
First prize:
•name of the author among
translators of «The Dead In Their
Vaulted Arches»
•All books of Flavia series
• Greeting card with the
autograph of Alan Bradley.
May:
New landing. Flavia in Russia:
• Internet fan-site
• Internet bookshop
Internet-PR:
Backlist promotion:
May:
Reissue
Flavia de Luce series in new design:
• Same girl figures
• New colors of book covers
• Minimalistic design
Marketing-mix for 2014
Communication platform
Advertisement
1.
2.
Adv pages in teenage
magazines
Adv banners in the
internet magazines
1.
Special project
with the biggest
internet seller
Ozon.ru :
- presale,
- advertising banners
2. Social media
campaign (SMM
marketing)
3. Adv. Campaign
on the websites
of Russian
booksellers
labirint.ru,
read.ru
Trademarketing
PR
Internet
1.
2.
Project reviews
Interview with the
author
1.
2.
3.
4.
Project
presentation to AST
trading partners
Priority placement
in book stores
Banners in bookshops windows
POSM for
bookstores:
posters,
shelftalkers,
wobblers