In this second of our round up posts, we’re focusing on some of our favourite creative and innovative marketing moments from The London Book Fair.
With an event as large as LBF, with multiple floors of exhibitors, it’s impossible for visitors to stop at every stand. This year, exhibitors got creative, capturing the attention of those just passing by.
- QR codes: Instead of having just one QR code, Springer Nature had several displayed for quick scanning and access to brochures, information on books, information on journals, and more.
- Social statistics: Books Philippines were another exemplary stand and surprisingly one of only a minority who displayed their social media presence and social media handles boldly on their banner, again ideal for those just passing by. Another stand also highlighting key information on their banner was DigiNerve with bold statistics and key metrics to emphasize their reach and impact, including ‘Trusted by 100k+ Users’ and ‘1600+ Hrs of Premium Video Content’.
Books Philippines stand, London Book Fair 2023
BookMachine’s Laura Summer on Influencer Marketing Campaigns, London Book Fair 2023
Influencer campaigns are amongst the most effective marketing strategies for storytelling and showcasing real life use cases of products and services, speaking to the pivotal element of ‘partnership’ in the extended marketing mix.
As Book Machine’s Laura Summer explained, where influencer content is ‘paid for’, otherwise known as paid media, it also falls within the earned media bucket as influencers in fact become customers sharing their positive experiences and therefore strengthening brand exposure and sentiment.
Depending on the industry, social channel preferences, and budget available, influencers including mega (1 million followers) and nano influencers (1,000 to 10,000 followers) should be researched and shortlisted, bearing in mind that TikTok influencers are the most expensive. Brands should then pitch to influencers with a visual and branded brief that includes an overview of the proposed partnership, campaign information, key requirements, and content inspiration.
We covered the rapidly changing impact of AI on publishing in our first round up, but equally AI’s role in marketing featured across sessions and in conversations around LBF. AI could offer real benefits to marketing teams, speeding up processes and efficiencies. But there are limitations, and as we noted in the first round up isn’t going to replace Marketers just yet. You can read our own thoughts on AI developments in our recent blog.
That’s a wrap for 2023!
We all came away feeling inspired and energised by the discussions. Did we miss out on a chance to connect with you? Get in touch to arrange a virtual chat with the team.