markettiers collaborated with Cherish PR to support Kobo’s new research exploring everything from who is the nation’s favourite crime literature character, to learning that Holly Willoughby and Phillip Schofield taken hostage live on This Morning would make for the best crime novel storyline. Truly surprising statistics were revealed which made for an excellent discursive and interesting broadcast session.
Objective:
To secure regional radio interviews for three spokespeople – Simon Brett OBE, the former President of the Detection Club, Emma Kenny, the acclaimed media psychologist and Isobel Akenhead, UK eReader seller and expert on the genre and analytics for British eReaders. Also to produce and sell-in auxiliary audio and video features to ensure the brand message reached as wide an audience and delivered the largest ROI as possible.
Strategy:
markettiers consulted on the research questions and crafted an advisory to secure the maximum broadcast opportunities. We produced audio features exploring different areas of research; the first with Isobel talking about the relatively unknown area the self-publishing platform for the writers of today and the second with Emma on the psychological aspects of crime fiction. Lastly we drafted a video treatment of Top 10 novels using Kobo’s analytics.
Results:
The three spokespeople shared a raft of interviews including seven regional BBCs – Leicester, Oxford, Devon, Lancashire, Humberside, Tees and Norfolk as well as national stations talkRADIO and UCB. The two audio feature packages were sold in to commercial stations that could not secure opportunities in session.
Additionally, the a video feature of the “Top 10 crime novels to read this summer” using Simon and Emma, was sold in to sites including The Belfast Telegraph (named the website of the year at the annual Regional Press Awards), The Book Seller, Crime Fiction Lover and House of Coco among others, with a cumulative potential audience of over 4 million. Kobo also now has these assets to use for their internal purposes and promotion.