Jellybooks on Reader Analytics - Publishing Perspectives (Frankfurt Book Fair 2016)
The Value of Reader Insights and Publishing Market Research
-
Upload
nelson-books -
Category
Marketing
-
view
186 -
download
3
Transcript of The Value of Reader Insights and Publishing Market Research
The Value of Reader Insights
INSIGHTS FOR INNOVATION AND OPTIMIZATION IN PUBLISHING
(c) 2016 HarperCollinsChristian Publishing
2The Value of Reader Insights
Acquisition Book concept development Writing and editing Positioning and messaging (catalogue
and consumer description) Packaging (title, sub-title, cover
design) Marketing (copy, headlines, offers,
social media) Tribe growth (social followers, list-
building)
Consumer (reader) research can improve the publishing process for authors, agents, publishers and retailers. When executed properly, it can add value throughout the publishing value chain.
Reader insights are never a replacement for the creative, editorial or relational value of the publishing participants.
Research is a tool to improve everyone’s work towards the ultimate goal: better books in the hands of more readers who will enjoy them and advocate for others to read them. (c) 2016 HarperCollinsChristian Publishing
(c) 2016 HarperCollinsChristian Publishing
3The Value of Reader Insights
Book Lifecycle Sample Benefits
Acquisition Relative interest to book concept vs. comparable titles Awareness and affinity for a new or current author
Book Concept Development
Audience interest in themes and topics, chapters, specific stories within the manuscript, etc. Validation of creative direction before large amounts of time and money are invested
Positioning and Messaging
Optimize marketing messaging most likely to attract and motivate consumers to consider and buy
Packaging Select optimized title, sub-title, and cover design to improve discoverability, consideration and conversion
Marketing Prioritize and shape offers for tribe-building (esp. email opt-in), pre-sale, launch, and post-launch campaigns most likely to convert to opt-in or purchase
Author Tribe, Platform and Career Growth
Strategic guidance on author’s career, including awareness and affinity tracking in target audiencesAnalyze other interests that exist within the author’s tribe for cross-promotion, content calendar development and viral campaigns that build the platform
(c) 2016 HarperCollinsChristian Publishing
4Consumer Research 101
LEASTStatistically Reliable
MOSTStatistically Reliable
Friends and Family
Focus Groups Volunteer (Tribe) Survey
Online Survey Panels
Real-World A/B Experiments
Description
Gathering feedback from personal circle
Small group (6-12) of independent target consumers in a room providing feedback
Online survey fielded to an author’s current social media followers
Online survey fielded to independent book buyers who’ve agreed to provide feedback (HCCP panel or 3rd party panel)
Consumers given randomized versions of creative, offers or actual purchase scenarios to choose from in live environment (online, in-store)
Pros Quick and easy to capture
Most likely a target market for the book
Ability to acquire much deeper qualitative feedback from target audiences
Follow-up, in the moment and ad hoc questions
Quick and easy to capture
Capture feedback from “most likely” first buyers (already aware and fans of author)
Ability to analyze answers with response filters
Quick and easy to capture Independent opinions
Ability to filter responses only from most qualified participants
Ability to analyze answers with response filters
Consumers truly are voting with their time, interest or money in real buying environment
Cons Small, biased sample – friends typically want to please, even subconsciously
Feedback is not statistically valid and does not accurately represent feedback of the wider audience
Biased sample in the sense that they are willing to take surveys Doesn’t provide independent feedback from broader universe of potential buyers
Biased sample in the sense that they are willing to take surveys May not capture feedback from the most likely customers (tribe members)
Expensive and time-consuming (less so online)
(c) 2016 HarperCollinsChristian Publishing
5Comparing Responses to Identify Meaningful Insights
Regardless of where the survey participants were sourced (from an author’s tribe, from a publisher reader panel, or 3rd-party) we can categorize them into specific audience types based on filters Christian segment (Active, Professing, Liturgical, Cultural) Demographic (Age, region, race, gender, etc.) Any other filter question we choose (“Do you currently follow Judah Smith on FB?”)
This enables valuable comparisons and insights, such as: How do current fans of the author compare to potential target readers who’ve never heard
of the author? How do younger readers compare in their feedback to older readers? How do readers of author X compare in their interest to readers of author Y for book
concept Z? Which cover design attracts more females ages 25 to 49?
(c) 2016 HarperCollinsChristian Publishing
6Case Study: Moving Mountainsby John Eldredge
Consumer feedback shaped multiple aspects of the final book and marketing campaign:
(c) 2016 HarperCollinsChristian Publishing
7Questions? Feedback?
Contact Jeff James, VP Marketing, Nelson Books (615) [email protected]