For those of you that missed last night’s BookMachine event, here are a few notes on what we picked up from the four excellent speakers on the subject of ‘Publishing for Kids: how to reach book buyers online’
Steve Bohme, UK Research Director at Nielsen Book Research presented some interesting statistics on children’s online habits.
You Tube and video sharing featured consistently as the most popular online habit for 0-17 years-olds. Use of WhatsApp and Netflix is also on the rise.
However, whilst children’s book buyers are more engaged in the online world than other book buyers and spend a lot of their online time on You Tube, only 33% of children’s books are purchased online and browsing video sites is very low on the list of places that kids discover books online. Is there an untapped opportunity here for children’s publishers?
Next up was Claire Morrison, Senior Marketing Manager for DK Books, who confirmed that for this well-established brand, physical books were still their biggest seller with sales still on the rise. DK is one of a few trade book publishers to have a search and analytics team and Claire described the work that this team carries out on identifying the personae of their buyers. Ensuring their content is in line with the consumer’s expectations is vital to maintaining DK’s strong and trusted brand. Claire stressed the importance of the brand’s online presence as a means of interacting with customers and DK prides itself on have a 100% rating on giving feedback via its social media channels. Claire also introduced DK’s online encyclopaedia project DKFindOut!.
After a break and a mingle, Charlotte Hoare the Digital Marketing Manager at Hachette Children’s Books warned about the perils of static websites, which may seem a cheaper option than a proper CMS, but will prove more costly in the long run. She also noted the tendency for marketers to set up websites for one short marketing campaign only for this website to be forgotten and not updated until a reminder arrives that the domain name is about to expire. Her advice was to be braver and be wiser when devising digital marketing campaigns.
The final speaker of the evening was Sven Huber, founder and CEO of Boolino. Boolino was launched in the Spanish market in 2011 and its vision is “to become globally the leading online platform about children’s books and reading, for both parents and all the people involved in the education of children aged between 0 and 12 years”. The founders of Boolino realised that very few readers were discovering books online and most publishers find it challenging to connect with consumers online (and in particular parents). In addition, they felt that the majority of children’s publishers were lacking in good segmented email marketing lists. By bringing together on their website content relating to children’s books and parents, Boolino aims to provide that age segmented data. Boolino has created an ecosystem of more than 1000 bloggers and is attempting to simulate the discovery process you get in bookstores.
The next BookMachine event is BookMachine at The London Book Fair 2016 on April 13 @ 4.30 pm – 5.30 pm. See you there!