MA R K E T I NG
Striving for effective and efficient marketing strategies De Arbeiderspers | A.W. Bruna Publishers sees marketing as an essential part of the publishing process. Our strong marketing department with a 14-person staff, divided over the various imprints, is proof of that. Our marketeers do not make decisions lightly. We strive for effective and efficient marketing strategies, which do our authors and titles justice and which yield results. Whether this result is a lot of copies sold or an increase in name awareness.
meeting place, where lectures, book presentations, parties and other meetings are organized. Amsterdam is the journalistic heart of the Netherlands, which means that journalists don’t have to travel far for an interview or meeting.
Two-way traffic Besides free publicity, newsletters and other proven marketing models, such as campaign posters or media advertising, we are continuously looking for new, original strategies to sell our titles. These can be YouTube movies to share with friends, e-book promotions or other digital projects made in cooperation with our digital team. The entire publishing house makes extensive use of social media,
Results
such as Twitter, Facebook, blogs and communities. This way, we
Our marketing managers develop professional plans for all
can come into contact with a more specific target audience,
important new titles. These plans contain the specific action
which results in a valuable two-way traffic. A good example of
moments which can extend the lifespan of a title as much as
a place where a dialogue about our titles takes place is Crime-
possible. What marketing plan fits what title? How much energy
zone.nl. At the start of 2010, A.W. Bruna Publishers (now
do you put into a book? What are the results? The results are
De Arbeiderspers | A.W. Bruna Publishers) purchased this thriller
carefully recorded, as we are of the opinion that ‘the numbers
community. Another recent innovation is the Signatuur Boeken-
tell the tale’.
quiz (Book Quiz) on Facebook.
Free publicity is also an important tool. We have excellent
Contributing ideas
contacts in the media, which gives us attention for authors and
We ask our authors to actively contribute to our publicity
books that money just can’t buy. Authors and journalists can
campaigns. We regularly invite foreign authors to the Nether-
meet up in our literary salon in Amsterdam, a new, cultural
lands to be interviewed by the media. Our Dutch authors can be found at e.g. trade shows and events. They can then tell about these events on Twitter, Facebook or a personal blog. Our marketing department assist our authors through the wondrous
The results are carefully recorded
world of digital promotions. We create an online environment where publishing house, authors and readers can communicate with each other in an easy, relaxed manner. Sometimes, we let ‘fans’ contribute ideas for a book cover or title. This adds to the positive feeling readers get from reading our books.
20 | A strong corporate brand
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