BOOK COVER STORY

OverviewSolutionHow it will workAttracting peopleWhat will you needYour actionsTime managementWhy it will be successfulBenefits How you can modify the campaignSummary

The problem:

LiberLibri is specialising at a libertarian literature. Current promotional activities do not produce a desirable commercial effect.

Objectives:

• To expand the strong audience and keep a close con-nection with existing audience

• To increase awareness about among general audience

LiberLibri is interested in

• Relevant gadgets and accessories• Coupon strategy• Internet strategy

OVERVIEW

SOLUTION: “Book Cover Story” Campaign

Let people to express their opinion and feelings in paper book cover design and share it with other people (user generated content)

Let the readers get in touch

Create discourse around the books

HOW IT WILL WORK

Julio comes to the book store to find something to spend time on, he is not particularly interested in libertar-ian ideas. Julio notices a book case with books in original paper covers. He learns about the campaign and he liked one of the cover designs. He takes the book, comes to the table with pencils and creates his own design.Julio buys the book he liked and comes home. He logins to LiberLibri website and finds the book in the cover he designed. “Oh! Somebody already bought it!“ “Hey, did you like my cover?“ - comments Julio. “Let’s check whose book I bought!“. He surfs on the website looking at the covers and the books. All of them are connected by libertarian ideas. He gets involved in a discussion...Julio becomes a member of community united by liber-tarian political views.

Ideas to bring people to the store:

Offline:• Discount coupons can be distributed anywhere• Posters at book stores

Online:• Application for creating book cover online• Discount coupons in the Internet

Attracting people inside the store ideas:

• Decorated book case• Signs at the book case• Hostess• Workshop station (table with tools) and people work-

ing at it

ATTRACTING PEOPLE

WHAT YOU WILL NEED

Website functionality:

• User registration or (and) Facebook loginning• “liking“ of the pictures• Commenting the pictures• Tagging the authors/buyers to the pictures

= All those can be performed in Facebook

Optional: application for creating book covers online (can be generated for Facebook as well)

Coupons:

Coupons with discount to bring people to the store. They can be done in form of paper planes or book marks. Can be left anywhere: in the Universities, coffee shops, on the benches...

Blank paper book covers:

You can write about the campaign on one of the cover side. To adjust a book cover to any book you will need a hole in the cover.

Tools and materials:

Boost creative process. Give the readers pens and pen-cils. Also you can use LiberLibri logo stickers, coloured paper, glue, colourful magazine pages... whatever you want to make the covers colourful.

YOUR ACTIONS

Before the campaign

• Distribute the coupons and prepare the website• Negotiate with bookstores• Prepare covers and tables for working

When campaign starts

• Scan book cover designs and upload them to the website• Track the book in a designed book cover status: on sale/

sold to somebody• Take the names of people buying the book in designed

covers (optional: people can tag themselves as designers or buyers on the website, they also can do it on Facebook)

When campaign will finish you can

• Make a contest for the best cover• Organize a party/meeting of all cover designers with some

book authors

TIME MANAGEMENT

Website upgrading

Coupons

Preparing blank covers and tools

Negotiation with book stores

Users create covers and community

Website support

Information analyses

distributing coupons

Campaign start

covers and tools supply

Campaign finish

User generated content is a powerful tool

People like to create, they like to be part of a campaign, they like to be in the focus. As an example http://www.ibelieveinadv.com/commons/mars-messages.jpg

Social community is even a more power-ful tool

During the campaign the community of people interested in libertarian issues will be created. That will give you the opportunity to track the discussions, give new topics, and keep contact with your readers what will help you to keep the sales stable. As an example: http://www.ibelieveinadv.com/commons/canon-eos-digital-camera-photochains.jpg

WHY IT WILL BE SUCCESSFUL

Your audience will

• Know more about you• Become more interested in libertarian literature• Like artists• Will meet people of similar political views

You will

• Increase sells • Get lots of useful information about your readers• Set up a contact with your readers• Get discourse around your books and libertarian topics

BENEFITS

HOW YOU CAN MODIFY THE CAMPAIGN

Modify Stages

You can leave just 2 stages: designing covers in the book stores and creating community at the website/Facebook

Change The Place

Put the designing station outside the bookstore. Thus you will attract people passing by.

Add Creators

Ask the authors of the books, artists and other “opinion leaders“ supporting libertarian ideas to create their ver-sion of a paper book cover. Let them to create profiles at your website and to communicate to other book readers.

SUMMARY

Awereness Brand connection Sales

Coupon strategy united with readers’ designs which brings them to the online community where the readers can exchange their views, book expression and thoughts will make a successfull campaign at a low budget.

If you have any questions you can contact me govor52@yandex.ru.