Jussi Scrapbog nummer 55

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Jussi Adler-Olsen Selfles Marketing Plan • h ' l l

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Munchen, 12.02.2017 Please keep in confidence.

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Jussi Adler-Olsen // Selfies // marketing plan

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Preliminaries

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Backlist: bestseller-ranking and copies sold Jussi Adler-Olsen // Selfies // marketing plan // preliminaries

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Targets Jussi Adler-Olsen // Selfies // marketing plan // preliminaries

>^ (1) Conservation of the author's outstanding position witliin the German-speaking pubiisining market

SPIEGEL ^ (2) No 1 bestseller, Spiegel hardcover ranking

Bestseller

>^ (3) 350.000 copies sold in 2017 (hardcover + e-book) ^ (4) Generation of new fans and multiplier (audience, booksellers)

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Approach to reach „Conservation"(1) Jussi Adler-Olsen // Selfies // marketing plan // preliminaries

>^ Presentation as „dtv's No 1" (catalogue, bookfair, communication) ^ Top title within our sales catalogue >^ Continuous brand management (cover, author brand, figure brand, storytelling „new case for Q") ^ Reading tour, book fair and online promotions as incentives to keep and activate fans

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Approach to reach „Ranking"(2) Jussi Adler-Olsen // Selfies // marketing plan // preliminaries

^ Multi-channel marketing campaign offline, online, mobile (consumer advertising, public relations) ^ Perfect availability at every point of sale (cross-channel = online + offline) to get the No.1 piacement from the date of publication ^ Teaser marketing to get advance orders No 1 at Amazon's category „crime / thrill", No 72 „all books", although „Selfies" isn't published yet)

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Approach to reach „copies sold" (3) Jussi Adler-Olsen // Selfies // marketing plan // preliminaries

^ Broad reach marketing campaign with 12.000.000 contacts lasting for weel<s to reach new audiences and to sent the signal: AdlerOlsen is our unbowed No 1. ^ Additional top titel presentations at POS and within the booksellers' advertising piaces (magazines, shop-windows tbc.) ^Soft e-book-marketing to develop new target groups

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Approach to reach „new fans" (4) Jussi Adler-Olsen // Selfies // marketing plan // preliminaries

^ Online-specials, additional content and pre-readings to involve new readers Meet & greet with booksellers at the Leipzig book fair to inspire them as multipliers ^ Big book-presentation and event at Leipzig, the biggest book fair for readers withing tine german-speaking bookmarket

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Jussi Adler-Olsen // Selfies // marketing plan

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Hard facts

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The Book Jussi Adler-Olsen // Selfies // marketing plan // hard facts

^ Genre: thriller >^ Redaction: hardcover >^ Publication price: € 23,00 (D) hardcover, / € 19,99 (D) ebook ^ Release date: March 10th 2017 ^ First edition: 250.000 copies ^ Also available as audio book (DAV / € 20,99 (D))

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The Look Jussi Adler-Olsen // Selfies // marketing plan // hard facts

SKLIIKS ^ Author branding (1), figure branding (2) ^ Continued „look of the Q-series" ^ Eyecatching key-visual / „Big book look' Dn t i M t Fol ku Carl Mtttk

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Storytelling Jussi Adler-Olsen // Selfies // marketing plan // hard facts

^ USP: Jussi Adler-Olsen. (There can be only one.) ^ Sales pitch ^ Quality author: Psychothrill on the highest level ^ Quantity author: Total copies of all titles of Jussi Adler-Olsen published: 8,5 mio. >^ Quality marketing: Adler-Olsen has done his masterwork.ÂŤ Berlingske Tidende >^ Quantity marketing: Campaign,12 mio. contacts ^Slogan: Finally! The new case for department Q.

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Jussi Adler-Olsen // Selfies // marketing plan

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Advertising // look and feel Jussi Adler-Olsen // Selfies // marketing plan // look

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Sales Promotion // b2b Jussi Adler-Olsen // Selfies // marketing plan // measures

•six-page presentation in our catalogue •top-title package ADLE 1

B2b: advertising in trĂĽde magazines Jussi Adler-Olsen // Selfies // marketing plan // measures

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Teaser marketing / Word of mouth: 250.000 contacts Jussi Adler-Olsen // Selfies // marketing plan // measures

2.02.-10.03. Presentation on social media pre-review and review sites, www.vorablesen.de or www.lovelvbooks.de ^ R u m o u r / seeding marketing through our social media channels (Facebook: www.facebook.com/dtvVerlag .Twitter: www.tv*itter.com/dtvVerlag. Youtube: www.voL.tube.com/besseriesen. Instagram: www.instagram.com/dtv verlag; Pinterest: www.pinterest.com/dtvverlag/) ^Ongoing Social Media acticities on Facebook, Twitter and Instagram With insights in the publication process, pictures, updates, links to interviews, fun facts, quiz competitions, international book cover and more

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Content marketing Jussi Adler-Olsen // Selfies // marketing plan // measures

^ Online Special on dtv.de (\AA/vw.dtv.de) and on regular blog (www.blog.dtv.de)

^ Special Content up to january 23''^: Book trailer / video content for bookseller's online stores and leading video sharing, book related websites

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Sales promotion // b2b // POS // decoration Jussi Adler-Olsen // Selfies // marketing plan // measures

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Supporting bookseller marketing // key account Jussi Adler-Olsen // Selfles // marketing plan // measures

^ Thalia: Online Package Deluxe + Four-Page-Feature in „STORIES" (customer magazine) ^ Hugendubel: Insertion in "Easter/Spring"-brochure + POS-Box (60 copies) in 20 stores >^ Mayersclie: POS-Promotion + Insertion in „Mayersche Katalog" ^ Osiander: POS-Promotion + Insertion in „Osiander Katalog" ^ Weltbild: Cover + Spread in „Weltbild Katalog" + POS-Box (60 copies) in 79 stores ^ Amazon: Online Insertion (Size L)

Supporting bookseller marketing Jussi Adler-Olsen // Selfies // marketing plan // measures

^ Railway Station Book Stores / Rackjobber ^ BuchPartner: 540 Special Displays (Selfies + Backlist) for REWE (german supermarket chain) ^ Valora: Shop Window Presentation in railway stations ^ Schmitt & Co.: Shop Window Presentation in railway stations ^ Dr. Eckert: Shop Window Presentation in railway stations ^ LS travel: POS-Promotion ^ AGM: Review / Customer magazine ^ Graff: Insertion / Customer brochure

Supporting bookseller marketing: eBook ^^^^^^mBBgamm^^mm^^m

Jussi Adler-Olsen // Selfies // marketing plan // measures

^ Digital catalogue ^ Online-Special on important eBook portals such as Amazon.de, Apple/iTunes (iBookStore), Google.de, Kobo.de, Hugendubel.de, Thalia.de ^ In-eBook-Marketing: Sales-Ads are placed in all backlist-titles including sales-links to the different trading partners ^ Reading extracts in backlist eBooks ^ Reading extracts as special content for trading partners for extr download ^ Apple-feature „available soon"

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Consumer marketing // outdoor advertising Jussi Adler-Olsen // Selfies // marketing plan // measures

>^ Infoscreen: digital advertising on large image surfaces in highly frequented subway & city train stations ^ 13.-17.03. in 4 cities: Munich, Berlin, FranKfuft.'HĂŠnnburg ^ 156 screens ^ 10 sec spot

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Advertising // print media // 7 mio. contacts Jussi Adler-Olsen // Selfies // marketing plan // measures

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Press & PR Jussi Adler-Olsen // Selfies // marketing plan // measures

>^ Mailing of more tlian 200 copies to journalists and book bloggers (print, radio, TV, online). ^ Regular newsletters (about 4.000 contacts) Advance review copies ^ Exclusive interviews ^ Press kit ^ Concomitant interviews to the reading tour and the book fair in Leipzig ^ ARD-talk show Markus Lanz (Hamburg), reach: 1,6 Million ^ Foto story „Don't say anything" in Suddeutsche Zeitung

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Events // book release tour Jussi Adler-Olsen // Selfies // marketing plan // measures

^ Book release tour with Peter Lohmeyer (actor) & Margarete v. Schwarzkopf (moderation & translation) ^ March 18th: Lit.Cologne - two events with more than 2000 attendees expected ^ March 19th: „Mord am Hellweg" - The largest European crime festival ^ March 20th: Circus Krone Munich - more than 1000 attendees expected ^ March 21 st: Harbour Front Festival Hamburg more than 1000 attendees expected ^ March 22nd: Cinema Braunschweig

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Events // book fair Leipzig Jussi Adler-Olsen // Selfies // marketing plan // measures

Book fair Leipzig (March 23rd - 24th) ^ Event at the Theater Schaubuhne ^ Signing hour at the Fair for the Fans ^ Meet & Greet with Booksellers & Bloggers ^ Prior to the book release tour: Intensive press work & marketing activities, festival catalogue publication, newsletter... ^ Our online-special: 360°-video / livestream of the Circus-Krone-event as part of our social-media-campaign

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