ACTION PLAN
SUMMARY
ABOUT US Holding Business Ediouro’s Book Imprints Nova Fronteira Experience OUR STRUCTURE Distribution Channels Marketing Press office EDITORIAL PLAN Project School Series Proposal Young Readers Series Proposal Collector Series Proposal Theme Box Proposal Saraiva’s Series Proposal 100 Million Readers Collection Readers Proposal Graphic Novel Series Proposal Reissue of 2 titles Proposal THANK YOU LETTER
ABOUT US
ABOUT US
Ediouro books
Ediouro Publishing Group has had a major role in the Brazilian book market for the past decades, actively publishing fiction and nonfiction, commercial and literary titles, classic and contemporary authors. Ediouro Publishing Group has two of the most important Brazilian publishing houses: Nova Fronteira and Agir. • More than 7 thousand titles in catalog; • 375 titles published in 2009, 217 titles published in 2010 and 369 titles published in 2011; • Several titles on the Brazilian bestseller list; • 2011 Best Book Award – 1822; • More than 5 million books sold each year since 1982.
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ABOUT US
Experience
The Kite Runner Through a distinct advertising campaign we turned a book that was not an international success into a great bestseller. Actually we are the second place on the ranking of sales of the book all over the world; it means only US sold more copies of The Kite Runner than Brazil. We knew how to increase the potential of the book and to put it, through a large distribution and keeping different promoting campaigns, at hand of all kinds of Brazilian readers, more usual ones and also the very beginners. So the book was responsible for building readers in Brazilian editorial market, for reaching grown-up readers that possibly had never read a novel before.
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OUR STRUCTURE
STRUCTURE
Points of distribution for chains
With a very large team, located in the 2 major commercial hubs of the country, Ediouro
Newsstands
reaches all the national territory through more
800 points of sale around the national territory
than 300 stores from the 9 largest bookstores in Brazil, 800 newsstands, 50 distributors serving more than 2,500 small bookstores and
Non-traditional channels
medium sized companies in Brazil, besides
Points of sales divided through: department stores, supermarkets, gas station stores, among others.
1,000 points of sale such as supermarkets
Ex.: Walmart, Lojas Americanas, Ponto Frio, AmPm;
and retail stores.
Online stores Points of sales divided through: department stores, supermarkets, gas station stores, among others.
Bookstores Small, medium and large-sized stores.
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Submarino, Americanas, Extra, Ponto Frio, Ricardo Eletro;
Saraiva, Cultura, Fnac, Leitura, Curitiba, Travessa, Vila, Laselva, Supernews – 2800 POS of Brazil.
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STRUCTURE
Marketing
Trade » Launching and maintenance events » Media disclosure in bookstores – end-caps, posters, stacks of disclosure, bookmarks, mini book, showcase » Exhibitors at retail stores » Ad in tabloids bookstores
Mídia online » Hotsites » Fanpages » Action on Twitter of the main booksellers » Cultural contest on specialized blogs » Pre-sale campaigns » Advertising e-mails for the segment buyers » Advertising campaings on the main booksellers websites and social medias
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STRUCTURE
Press office
We have a specialized press office team giving us support, fully capable of writing releases in several formats and targeting different media outlets such as magazines, newspapers, TV, internet and radio. With almost 15 years of experience in corporate communication, Approach, elected by Comunique-se (www.comunique-se.com.br) as one of the best three PR agencies in Brazil, has been working for Ediouro (Nova Fronteira and Agir) – its exclusive client in the publishing market – for six years now, with impressive results: in 2011, the return of spontaneous media (newspapers, magazines and websites) was estimated at U$35M by Clipping Service (www.clippingservice.com.br).
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EDITORIAL PLAN 2012/13
PROPOSALS
3 » Collector Series
Our proposal is to offer a different volume, hardcover, with guards designed, stylish graphic design, and containing the author’s 3 best sellers. With a foreword by a renowned Brazilian writer involved with this genre of books and critical afterword, commenting on
Highlights of: marketing and distribution’s plans Marketing
Distribution
» Advertising e-mail directed to readers of Agatha Christie.
» Bookstores with a more literary public profile, with a higher purchasing power.
the works.
Hard cover edition with 3 author’s best-sellers
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PROPOSALS
4 » Theme Box
Agatha Christie wrote over eighty books and in her boundless creativity, created striking and timeless characters such as Hercule Poirot, who has already led to movies, TV, theater and radio, and Miss Marple, who reveals mysteries based only in her profound
Highlights of: marketing and distribution’s plans Marketing
Distribution
» Launching spaces on tabloids and websites of booksellers.
» Positioning on launching tables of the main bookstores.
Box with 3 books about Miss Marple.
Box with 3 books about Monsieur Poirot.
knowledge of human nature. With the focus on Poirot and Miss Marple, we propose 2 theme boxes, with 3 books each, with different graphic design. The boxes are addressed to the general reader, who will have on hands 2 beautiful sets of thematic works, which offer a good taste of these characters. Furthermore, the boxes are an excellent gift.
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PROPOSALS
5 » Saraiva’s Series
Ediouro’s partnership with Saraiva Bookstore netwok in “Saraiva de bolso” collection (internal title of the collection), has shown excellent results, with 104 titles published. Saraiva has the largest book retailer in the country, with more than 100 stores spread throughout Brazil. The titles in this series show remarkable sales, not only by the large number of Saraiva’s stores and their ability to deploy quickly, but also by the huge space and great media exposure due to Ediouro’s exclusivity offered in this partnership. The alternate format (pocket editions) and cover prices affordable reinforce the sales success, besides the project of covers, signed by Brazil’s most famous cartoonist: Loredano. Names such as Shakespeare, Jane Austen, Stephen Hawking, Eric Hobsbaunw, Carl Gustav Jung, Flaubert, Baudelaire and Sartre, among other celebrities, compound the series. Agatha Christie is already part of it and our intention is to expand the number of her titles to 8 by the end of 2013.
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Highlights of: marketing and distribution’s plans Marketing » Prominent placement in a display of “Coleção Saraiva” – 102 stores in Brazil.