A lesson in the power of marketing (I will not name it)
Has there ever been a booked so hyped as THAT one everyone seems to be talking about? (I will not name it. I don't need to.)
I've seen so many posts on various social networking sites from friends and friends of friends saying why they loved it or hated it. I admit I read it and I liked it (gave it 3.5 stars) but I will not name it and I won't comment any further since enough has been said already.
I'd rather talk about something else, i.e., What's all the fuss about? Here's what I think.
I first discovered the book back in October 2011. I noticed it was climbing to the top spot of a list of romantic novels despite costing £15.99 ($25 US) a copy in paperback. (If I could raise an eyebrow I would have.) Then I stumbled across it again on the home page of The Writer's Coffee Shop website. I learned that TWCS was the publisher and it was being marketed on their site as top billing. My curiosity got the better of me and so I downloaded it as an ebook and read it last November. My first thought was, this story is really familiar. In fact, I wondered how the author could be so bold! Then I read a couple of reviews that revealed it started out as fan fiction of another popular novel (so it was intentional, and presumably authorised).
Five months later I noticed a post on the Guardian newspaper's culture FB page announcing that the author and publisher (TWCS) were in talks with a couple of Hollywood film companies who were bidding for the rights to make the book into a movie. This revelation was another eyebrow-raising moment (if only I knew how to do that, whenever I try they both go up). Negotiations took place, apparently millions of dollars were discussed and a deal was done. The books (all 3 in the trilogy) were pulled off the shelves in March 2012 and relaunched in early April 2012 by Arrow Books at - thanks to economies of scale - half the original price.
I think that was when all the hype started. The book was everywhere, it was being discussed by various TV talkshow hosts. You couldn't get away from it and soon it was selling like hotcakes.
Earlier today I read an unfavourable review about the book and it concluded with the reviewer expressing suprise and horror that consideration was being given to make a movie of the book. Only, the movie deal came BEFORE the hype. Making films from books has become a successful (as in profitable) formula for film companies, but they aren't taking any chances. There is no point investing large sums of money in a movie that hardly anyone knows about. It doesn't matter if you like the book or you hate it ... so long as you talk about it... and go see the movie of course, that's the ultimate goal. And yes, I know I'm doing it too, right now. (The best I can do is not name it.)
I will conclude by offering advice to any business graduate students out there wanting to specialise and looking for a good marketing model to study for a dissertation/thesis. Why not consider this one? Do your research. Start at the beginning ... back when it started out as fan fiction and work your way to where we are now and follow it through to when the movie comes out. You're bound to pass with flying colours. Then again, WHAT THE HELL ARE YOU STUDYING MARKETING FOR?!! (just kidding) [Shouty capitals - see what I did there].
Comment added 21 July
I am so sick of hearing about THAT book! Hopefully, by the time the movie comes out so will everyone else.
I've seen so many posts on various social networking sites from friends and friends of friends saying why they loved it or hated it. I admit I read it and I liked it (gave it 3.5 stars) but I will not name it and I won't comment any further since enough has been said already.
I'd rather talk about something else, i.e., What's all the fuss about? Here's what I think.
I first discovered the book back in October 2011. I noticed it was climbing to the top spot of a list of romantic novels despite costing £15.99 ($25 US) a copy in paperback. (If I could raise an eyebrow I would have.) Then I stumbled across it again on the home page of The Writer's Coffee Shop website. I learned that TWCS was the publisher and it was being marketed on their site as top billing. My curiosity got the better of me and so I downloaded it as an ebook and read it last November. My first thought was, this story is really familiar. In fact, I wondered how the author could be so bold! Then I read a couple of reviews that revealed it started out as fan fiction of another popular novel (so it was intentional, and presumably authorised).
Five months later I noticed a post on the Guardian newspaper's culture FB page announcing that the author and publisher (TWCS) were in talks with a couple of Hollywood film companies who were bidding for the rights to make the book into a movie. This revelation was another eyebrow-raising moment (if only I knew how to do that, whenever I try they both go up). Negotiations took place, apparently millions of dollars were discussed and a deal was done. The books (all 3 in the trilogy) were pulled off the shelves in March 2012 and relaunched in early April 2012 by Arrow Books at - thanks to economies of scale - half the original price.
I think that was when all the hype started. The book was everywhere, it was being discussed by various TV talkshow hosts. You couldn't get away from it and soon it was selling like hotcakes.
Earlier today I read an unfavourable review about the book and it concluded with the reviewer expressing suprise and horror that consideration was being given to make a movie of the book. Only, the movie deal came BEFORE the hype. Making films from books has become a successful (as in profitable) formula for film companies, but they aren't taking any chances. There is no point investing large sums of money in a movie that hardly anyone knows about. It doesn't matter if you like the book or you hate it ... so long as you talk about it... and go see the movie of course, that's the ultimate goal. And yes, I know I'm doing it too, right now. (The best I can do is not name it.)
I will conclude by offering advice to any business graduate students out there wanting to specialise and looking for a good marketing model to study for a dissertation/thesis. Why not consider this one? Do your research. Start at the beginning ... back when it started out as fan fiction and work your way to where we are now and follow it through to when the movie comes out. You're bound to pass with flying colours. Then again, WHAT THE HELL ARE YOU STUDYING MARKETING FOR?!! (just kidding) [Shouty capitals - see what I did there].
Comment added 21 July
I am so sick of hearing about THAT book! Hopefully, by the time the movie comes out so will everyone else.
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