Barnes & Noble

Client

Barnes & Noble

Year

2014

Type

MEDIA

Book-signing Event Promotion

Challenge

  • Drive traffic to local stores for over 1,000 book-signing events a year

Solution

  • Use various geo-targeted media around key locations to pull people into the stores

Result

  • Increased traffic to B&N store events and broadened B&N brand presence by advertising on new platforms for over 10 years

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 B&N Nook Introduction

 


 

Challenge
– Introduce B&N Nook into the dominant Amazon Kindle space
– Drive sales online and in stores for the Nook
– Build a national brand awareness effort
– Use a limited budget for a national appeal within a short time-frame
– Purchase quality and top-rated spot, network and cable television programming in top 25 markets within
a tight and competitive market
– Negotiate radio station personality sponsorships for Imus, NPR and Charles Osgood

Solution

– Developed high-levels of broadcast spending in top 25 markets with local and national advertising
– Planned and purchased TV and cable buys during prime rotations on high-ranked networks in an 80%
sold-out market place
• Purchased 20% prime finales and 10% specials in primetime spot TV
• Purchased 100% primetime programming in spot cable
– Secured premium back cover positioning in top national newspapers
– Employed non-traditional media tactics with competitive ad network targeting and digital video advertising
– Secured radio show sponsorships, for radio personality endorsements, and promote brand association

Result
– Increased market awareness, sales and market share of product
– High client satisfaction with the desire to continue ad spending

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SERVICES PROVIDED

Television, Print, Radio, Digital, Outdoor