Author Archives: Olivia Constantinides

About Olivia Constantinides

Olivia has a degree in Philosophy and started her career in publishing working in UK Sales for publishing distributors Abrams and Chronicle, where she honed her client service and account management skills. Client and candidate satisfaction is her top priority and she continues to build on Atwood Tate's reputation for excellence. Olivia specialises in recruiting for Sales, Marketing, Publicity and Customer Services roles (from graduates to mid-management) in London, the Home Counties and East Anglia.

Industry Spotlight: Marketing and Publicity

Welcome to Atwood Tate’s industry spotlight series, where we go behind the scenes of each of our recruitment desks to give you the scoop on working with Atwood Tate. This week, Olivia returns, focusing on Marketing and Publicity roles.

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Marketing

What do Marketers in publishing do?

Marketers are responsible for promoting a publisher’s products or services to their target audience, whether that be to individual consumers (B2C) or other businesses (B2B). Marketing can broadly be split into traditional (e.g. print advertisements, newsletters, flyers, brochures) and digital (e.g. social media, email, websites, paid search, SEO). The majority of marketing roles in publishing combine the two or are digital focused, so it’s advisable to keep your digital skills up to date.

Marketers have many different channels and techniques at their disposal and roles will vary depending on the nature of the product or service and target audience. For example, if you are marketing books to teachers you are likely to produce a lot of visually appealing marketing collateral and do a lot of direct mail campaigns. On the other hand, if you are marketing a medical journal to doctors you will likely target them with intellectually stimulating email campaigns.

Do you need a marketing qualification to work in marketing?

Absolutely not. It’s something employers might find desirable but a lot of people start out in an entry level role and build up from there. Some people choose a qualification once they’ve built up some experience and decided on an area to specialise in. The Chartered Institute of Marketing (CIM) and Institute of Direct and Digital Marketing (IDM) both provide qualifications which can be studied for alongside a full-time job. Your employer may even cover the cost of the course.

Where can a marketing job take me?

Marketing is great in that the skills and knowledge you develop are very transferable and will be useful for so many employers and different industries. There are a wealth of marketing roles in publishing. Some people choose to stay in one area of publishing for most of their career while others move around different sectors, which is possible to do, especially if you have particular skills or a specialism which is in high demand.

As there are so many marketing roles there are lots of opportunities for career progression and chances to move into management positions or very specialised roles.

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Publicity/PR

What do Publicists in publishing do?

Publicists are responsible for managing relationships with authors and dealing with their agents. Their job is to secure press coverage for books in the print, broadcast and online media so they are expected to build strong press relationships. They are also responsible for organising and attending events with authors, such as book launches and signings, interviews, author tours and appearances at literary festivals. Publicists need to stay informed about new trends and developments in their area of publishing and they often attend editorial meetings and contribute to pitches for new acquisitions.

Is PR all about parties and schmoozing with authors?

Yes, you might get the chance to work with high-profile and celebrity authors. You may also work with new and debut authors, which can be just as exciting and rewarding. Regardless of author list, there’s a lot of hard work and relationship building which goes into making any campaign successful.

Do you need a big network of media contacts?

Initially no. In junior roles you will be assisting PR Managers with their campaigns and general admin. As time goes on, you will start to build up a network of contacts. If you are working on particular titles, this may become quite specialised. For example, if you’re working with cookery authors, you will build up contacts with cookery magazines and food bloggers.

What skills do you need to succeed in marketing and publicity?

Marketing and publicity roles are closely linked and require similar skill sets. Anyone who wants to succeed in one of these roles needs superb communication and relationship building skills. They are busy jobs so excellent organisation skills are also essential. Creativity is also important. Some publishers work with small budgets, so you have to be innovative and resourceful to come up with new and inventive ideas. Keeping up to date with trends in the market is also key.

Marketers in particular often need to have strong copywriting skills and a good eye for detail. Photoshop and InDesign experience is a plus, especially if working in a collateral heavy role. Software skills are important as there are marketing programs you will be expected to use, such as CRM, email, social media, marketing automation software and analytics tools. There are a wealth of programs which do different things so it’s good if you can pick them up quickly. Video and audio content creation skills are increasingly desired in publishing, especially when working with online products.

If you are looking for a job in Marketing or Publicity, get in touch with Olivia at Olivia@atwoodtate.co.uk.

 

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Industry Spotlight: Sales and Customer Service

 

Welcome to Atwood Tate’s industry spotlight series, where we go behind the scenes of each of our recruitment desks to give you the scoop on working with Atwood Tate. This week’s entry is with Olivia Constantinides, who works on Sales, Marketing, Publicity and Customer Service roles in London and East Anglia. She covers all sectors, except B2B.

In this spotlight Olivia will focus on Sales and Customer Service roles and will tell you more about what these jobs involve and the types of skills they require. At a later date she will cover Marketing and Publicity positions.

Types of roles

Sales roles in publishing are really diverse. Whether you’re an Account Manager looking after existing customers or a Business Development Manager focused on bringing in new business, your job is to build relationships with customers and persuade them to buy your company’s products or services.

One of the great things about working in sales is that you get to handle the finished product, whether that be a children’s book, a scientific journal or an online learning platform. You also get a real insight into the market and what the customer wants or needs. This knowledge is invaluable for the business as a whole and can be used to influence what is published in the future and how products are marketed to customers.

Some sales roles will include elements of customer service and if you’re selling digital products or software, you may train customers how to use it.

Customer service roles are closely linked to sales and involve dealing with the customer post-sales, usually over phone or email. Common responsibilities include answering order or stock related queries or resolving problems and complaints.

Do sales roles involve lots of cold calling?

A common misconception is that sales roles involve endless cold calling. It’s not usually like that in publishing. You might be selling books to bookshops or retailers, or software to universities, libraries and hospitals. Therefore you’ll need to meet customers face to face and adopt a softer and more consultative sales approach.

What is the pay like in sales?

Sales salaries often exceed those of other roles. In addition to your basic annual salary you will likely receive a bonus or commission based on the amount you sell and revenue that you bring in for the company. This might be paid out monthly, quarterly or annually. It is sometimes uncapped so your earning capacity is limitless.

Is there good room for progression?

There is really good room for progression in sales. You could start out in a sales support or administrative role and gradually progress to managing your own accounts and then eventually overseeing a team of sales people.

One of the advantages of sales roles is that the skills you develop are really transferable so you could find yourself working for a variety of publishers and selling to a variety of customers. Skilled sales people will always be in demand.

Whilst there aren’t nearly as many customer service roles out there, there is still good room for progression and you could end up managing a team of Customer Service advisors and overseeing the strategy for the department. Like sales, the skills you develop are very transferable and customer service people often find themselves working for a range of organisations.

Do you get to travel?

Sales roles will usually involve some element of travel but the amount will depend largely on the role. You might look after a specific territory, which could be as big as London or the whole of the UK. Some roles can cover regions as large as Europe, the Middle East, Latin America or Asia. International sales people may find they are travelling at least 50% of their time. If you like being out and about, a field based or international sales role would suit you.

On the other hand, some roles are more office based, with most sales being conducted over the phone or via email and only occasional visits to customers being needed. You may find the opportunities to travel increase as you progress into more senior positions.

Customer service roles are usually office based but depending on the company you work for, you may take occasional trips to visit colleagues in other offices, which could be in the UK or overseas.

 

What key skills do you need to succeed?

To succeed in sales you need excellent communication and presentation skills. You need to be results and target driven with a good head for numbers and a knack for negotiating. You also need to be driven, determined and ambitious.

For customer service roles, excellent communication skills are also vital along with the ability to problem solve and empathise with customers.

If you’re considering a sales or customer service role in publishing or already work in the industry and are looking for your next opportunity, contact Olivia at olivia@atwoodtate.co.uk.

 

Atwood Tate recruits across all levels and all functions so if you are looking for a new role in publishing please get in touch with us at info@atwoodtate.co.uk. We also have a very active temps and freelance desk, so if you are open to short term contracts or are looking to boost your freelance career, you can reach Alison at alisonredfearn@atwoodtate.co.uk.

 

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Types of Sales Roles in B2B Publishing

Types of Sales Roles B2B

Types of Sales Roles in B2B Publishing

There are many different types of sales roles within publishing. It is worth asking what type of sales role you are applying for, and highlighting which type you’ve done on your CV, when applying for a job.

Our Sales Consultant in the London office, Olivia, has put together a list of the key types of sales roles to explain further.

The key types are:

  • Delegate – selling delegate spaces (i.e. tickets) to attend events and conferences
  • Sponsorship – selling sponsorship opportunities for events. It can also refer to sponsored editorial content, which is when companies pay to publish an article in your publication as a way of promoting their own brand.
  • Advertising – selling advertising space. Can be either print (e.g. a print publication or magazine) or online (eg. a website). It can also be classified (i.e. no graphics, inexpensive small messages) or display (these include graphics and colour and might take up half a page or more).
  • Subscriptions – selling a subscription to a product. Can be print (e.g. a print publication or magazine) or digital (e.g. an online database or service).
  • Conference production – this isn’t really classified as media sales. It’s basically a varied mix of sales, marketing, editorial and project management but for entry level conference production roles clients usually want someone with some sales experience, such as delegate sales.

A B2B Sales role, for example, could involve just one or several of these types of sales. It’s quite common to see delegate and sponsorship sales together or delegate and subscriptions.

Generally the skill set required for each type of sales role, and the types of clients they deal with, will be similar. But it’s always best to check with our consultants beforehand which ones the role involves just to avoid confusion.

For more information about Sales roles you can view our current vacancies page and select Sales in preferences.

You can also contact us on info@atwoodtate.co.uk or 020 7034 7900. Or via social media: Twitter, Facebook, LinkedIn, YouTube or Instagram.

 

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Writing a Winning Sales CV

Writing a Winning Sales CV

Writing a Winning Sales CV

Creating the perfect CV is one of the most important things for any job seeker. But particularly so for sales people. Where a journalist can submit samples of their writing or a designer a portfolio of work, as a sales person your CV has to do most of the talking.

Having reviewed many CVs in my time in recruitment, I’ve come to identify what makes an effective and well written CV for sales roles. There are many simple bits of information that candidates miss out which may affect their chances of being considered for a job.

So you don’t make the same mistake, I’ve compiled some guidelines of key things to include!

Whether a second jobber or an experienced sales manager you should include:

  • Sales figures – Where possible you should include details of revenue achieved, targets met, sales made etc… Always make sure they are honest and that you can back them up if asked about them in an interview.
  • Achievements – You should give examples of particular successes you’ve had, whether securing a large deal, signing on a new client…
  • Products & clients – If you’ve worked for a large organisation do specify what area of the business or publication you worked on or what type of products you were selling. It’s also useful to know who you were selling to or specific regions you dealt with.
  • Languages – If you have professional competency in more than one language and would be willing to use it at work, tell us! It might be just what a particular client is looking for.
  • Travel – If you are used to travelling a lot and enjoy it, it’s good to know and if applying for field sales positions, do mention if you have a clean driving licence and car.
  • Line management – If you’ve managed staff, say how many and whether they were office or field based.

Last but not least, being a successful sales person is often very much about your personality so don’t be afraid to let this show on your CV. Also remember that you need strong communication skills and to be well presented and professional so your CV should demonstrate this.

For more general advice on CV layout, you should visit https://atwoodtatepublishingjobs.co.uk/advice/.

If you have any questions get in touch via social media: Twitter, Facebook, LinkedIn, YouTube or Instagram.

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Counter Offers in the Publishing Industry

Counter Offers

Counter offers

In today’s candidate driven publishing jobs market, good candidates will sometimes be spoilt for choice. We are increasingly seeing counter offers made by companies who are reluctant to lose talented staff to competitors or other sectors. Although it’s a flattering position to be in, making a decision can be very tricky, especially as you’ll usually be given only a short space of time to weigh up your options. Some people do end up making the wrong decision and return to job hunting after a few months, so we want to help you avoid that!

If you do find yourself considering a counter offer, here are some things to think about:

  • What were your reasons for applying for a new job in the first place? Does your current employer not offer the progression you want? Or are there problems with the company itself? Will any issues resolve themselves in time or still be there in a few months?
  • Will this new role offer you increased responsibility and duties which will be more rewarding than what your current employer is offering? Maybe the role works with a more exciting product or offers line management or international travel which you’ve always wanted to do.
  • Counter offers often take the form of a salary increase but if your current employer has promised you increased responsibility or perks of some kind, you should question if it is realistic that these will materialise. We’ve seen cases where they haven’t so it’s advisable to get any changes to your job agreed in writing before you agree to stay on.
  • If your prospective new employer cannot meet the salary your current employer has counter offered, it’s worth asking about future career progression and when you will be eligible for a salary review and/or bonus. It might be within a few months or after your probation period.
  • It’s also worth enquiring about benefits. Some employers offer very generous benefit packages and the perks they offer can be the equivalent of a few thousand pounds a year.

We hope these tips help. And do remember that one of the advantages of applying for jobs through a recruitment agency such as Atwood Tate is that we act as your representative and can negotiate offers on your behalf. So, if you’ve applied for a job through us and need advice about what to do or have questions you wouldn’t feel comfortable asking a prospective employer yourself, then we’re here to help.

If you have any questions, further tips or experiences you’d like to share with us, contact us via TwitterFacebook, LinkedIn or Instagram.

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ALPSP Conference 2016

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Three weeks ago Claire and I attended the annual ALPSP conference, which brings together a large number of scholarly and professional publishing professionals from across the UK and overseas. The conference was hosted over three days (14-16th September) and delegates were treated to a packed schedule of presentations, panel discussions and networking opportunities.

The key discussion points at the conference were:

  • The disruption caused by digital developments, which affect the publishing industry as a whole, and how companies can future proof their brands and products. We should let technology lead, not disrupt.
  • Metrics and the ever-expanding range available. How can Metrics be used to measure publication performance as well as other research outputs and activities. What is the future of research evaluation?
  • The evolution of peer review and its relevance today. How can peer review be used effectively in different communities, if at all. How is peer review used outside of scientific publications and what specifics should it address.
  • The data revolution and the implications this has. Publishers can’t solely be content businesses. They need to be innovative and become technology companies to stay relevant.

On the second night of the conference the ALPSP Awards were hosted. The Award for Contribution to Scholarly Publishing was given to Alice Meadows, Director of Community Engagement and Support at ORCID. Awards for Innovation were given to Cartoon Abstracts by Taylor & Francis and Wiley ChemPlanner.

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The ALPSP Winners – Image attributed to ALPSP – http://alpsp.org/ALPSP-Awards

You can download the full conference programme and view the video footage at http://www.alpsp.org/2016-Programme.

Next year’s conference is being hosted in the Netherlands. We’ll see you there!

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#iinmarketing2016

A few weeks ago I went to the B2B Marketing Conference hosted by the Industry Information Network (IIN). It was a day packed full of insights and guidance for B2B publishers and media companies and there were a host of great speakers from the industry who really know their stuff!

Topics covered by the speakers included:
– Social media and content marketing
– Account-Based Marketing (ABM)
– Lead generation approaches
– Email marketing
– Marketing automation

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There were also two round table sessions and the first one I joined was a discussion of how marketing and sales teams can work closer to drive revenue growth. As a recruiter who sources candidates for both these types of roles, it was really interesting to hear how companies bring about interaction between sales and marketing staff as well as what approaches work and what don’t!

The second round table was about B2B email marketing best practices. Once again it was great to find out what success B2B publishers and media companies have with this and ways we can all improve our marketing emails. Brexit was of course a point of discussion and a lot of delegates had concerns about how the new EU Data Reforms coming into force in 2018 will affect their usable data.

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The day finished up with a panel discussion about the challenges facing B2B marketers and how they can be overcome. It seems both large and small companies have similar problems to resolve and a lot of the suggestions for overcoming these and improving marketing strategy can be implemented on a small scale and at a low cost.

Thanks Patrick Angell and Naomi Hoad for organising the day!

Learn more about the IIN and their events here: www.iineurope.net/

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Consultant in the Hot Seat – Olivia Constantinides

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Which literary figure would you be?

I would have to be Cleopatra, as depicted in Shakespeare’s Antony and Cleopatra. Cleopatra is powerful, passionate, charismatic and beautiful. Although she has a tragic end, she goes out in style and her eyeliner is on point!

If you could have written any book that exists now, which would it be?

The Bible. I would have edited it heavily and removed all the passages that encourage bigotry and discrimination against others. I would also have rewritten the Ten Commandments and given people more fun rules to live by.

If you were given the chance to have one superpower from any book/comic character, what would you have?

I’ve always thought it would be cool to have chameleonesque powers and the ability to transform into anything or anyone at will, so a bit like Changeling from X-Men or McGonagall’s transfiguration spell in Harry Potter. This power could be used for good or evil…

What book are you reading at the moment and what do you think of it?

I am currently on book three (page 1918 of an epic 2664!) of the Liveship Traders, a fantasy trilogy with all the staples of magic and dragons as well as serpents, pirates and talking ships. There’s a good variety of characters, locations and plot lines. The first book sets the scene and introduces you to the characters and the action really gets underway halfway through book two, but it’s worth the wait if you can persevere!

True fact: My hair is almost a metre long. It should develop super powers soon…

To find out more about the roles each of our consultants covers, go to the “Meet the Team” page.

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3rd Annual and STM Publishing Conference

On Tuesday last week I went to the 3rd Annual and STM Publishing Conference, organised by Rave Technologies and held at the RSC. There were around 60 delegates from a range of STM, academic and society publishers, both large and small, and I spoke to both clients and candidates during the course of the day.

Most of the presentations were about the future of STM publishing and the need to embrace digital technologies. There was also a focus on the challenges STM publishers are facing and innovative ways we can deal them. There were two panel discussions and lots of opportunities for questions and discussions.

It was a very interesting and useful conference and I would definitely recommend attending next year.

The full agenda and some of the presentation slides can be found here.

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IPG DMQ – Selling direct to consumers

Last week I attended the IPG’s Digital and Marketing Quarterly (@ipghq #ipgdmq), hosted at the offices of Faber and Faber. The theme of the event was selling direct to consumers and there was a great range of talks from experts in different fields of publishing.

The evening kicked off with Gareth Cuddy, CEO of Vearsa, who spoke about the promise and pitfalls of selling direct to consumers and the increase in “social” or “recommendation” based selling. He ran through a list of different platforms for selling books online and advised that publishers should not be afraid to outsource parts of their business where possible. Tech start-ups rely heavily on outsourcing and it works well for them!

This was followed by James Woolham, MD of F+W Media. He talked about how they have built a successful direct to consumer business based on a series of online craft brands and he demonstrated how publishers can build an interactive online community of fans and customers. It is not an expensive process but it does require time and commitment and the revenue gained will be far greater than any risks.

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Next up was Jaime Marshall (MD of Higher Education) and Katie Thorn (Marketing Director) at Macmillan. They gave an insight into the 3 categories of higher education books they publish and how best to market each category to their desired consumer. Selling to lecturers and students is both an art and a science and a blend of B2B and B2C tactics are required.

1. Core adoptable textbooks: The single source of reading for a course.

2. Recommended reading: Optional reading which doesn’t fit a whole module

3. ‘Trade’: Scaled out titles, generally sold in bookshops to trade consumers

The increase in tuition fees and the closing of campus bookshops has changed the landscape of academic bookselling. One way they have overcome the challenges is by partnering with John Smith & Son and setting up virtual campus bookstores online.

The evening finished off with Steve Bohme, Research Director at Nielsen, who spoke about the trends in book buying across different formats and the fact that eBook sales have slowed due to a slowdown in ownership of reading devices. He also urged publishers to think more resourcefully and creatively about how they make use of their data for marketing purposes.

Thanks to all the speakers for their contribution to a very interesting evening, full of useful tips and facts for selling direct to consumers.

The next DMQ is on 26th November.

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