TheTin Limited | Digital Consultancy

In the competitive world of publishing, the marketing environment for books is rapidly changing as readers are increasingly accessing information online. Being at the forefront of the industry in terms of digital marketing is a key objective for Random House, one of the UK’s largest publishers, and Claire Round, marketing director for CHA Division, turned to TheTin for online strategy, concept creation, build and implementation to achieve that goal.

As part of our ongoing relationship we create microsites to support activity to promote book launches and authors. At the heart of each concept are the principles of depth and relationship. We believe that online experience that involves and satisfies the user will encourage engagement.

The World of Grisham

johngrisham.co.uk forms a key part of the marketing strategy to promote sales and raise awareness of John Grisham's books in the UK.

In the words of Tim Harper, co-founder and creative director at TheTin, the site represents a "new type of relationship between publisher, author and reader that is far more open and dynamic – that connects people with shared passions and interests, and help them to build something together."

The site aims to become a dynamically evolving focal point for Grisham's fan community across the UK and will run exclusive promotions and competitions as well as harnessing Web 2.0 technology to encourage reader involvement and content sharing.

Structured into distinct levels, the home page is the hub from which to navigate individual content areas including an author section which features Grisham’s biography, news and interviews; a book section that contains information and trivia about Grisham's 19 titles; and Grisham’s World, a community area that aims to build a dynamic fan community, as well as inviting reader polls, reviews and book purchases.

The Grisham’s World section uses Web 2.0 technology to explore the opportunities that a loyal fan base can present, by encouraging them to engage with the site so that it reflects their own experience of John Grisham and his books. Fans are invited to log in and contribute to and interact with Grisham’s work through features such as popular tags, Google Map markers and RSS feeds, which will enhance information and stimulate content sharing about individual books and plot lines, characters and actual locations.

Google Map API technology will build virtual tours of Grisham’s plot locations that can be accessed and downloaded to handhelds or printed, enabling a depth of immersion with narratives that can become as intricate as fans desire.

While the site has been designed to stimulate community, it is underpinned by data capture facilities that will collect information about users wishing to contribute or share site data. This will form the basis for further targeted marketing initiatives that can match sales promotions with user profiles.

To facilitate updating, the website employs The Build, TheTin’s own Content Management System, which has been integrated with Random House’s CRM registration form to ensure complete streamlining with Random House's soon to launch business to consumer e-commerce facility.

The Joke’s Over

The first of these microsites promoted the launch of British cartoonist, caricaturist and author Ralph Steadman’s book The Joke’s Over, his personal memoirs of Hunter S Thompson. With access to original illustrations and photos, the site is a visually rich tribute to Steadman’s unique style and sharp wit. Celebrating his longstanding friendship and collaborations with the legendary Thompson, the site includes anecdotes, biographical history, the ‘Ralph as Hunter’ interview in streaming video, links to additional content and a competition to satisfy the most devoted fan.

Joke’s Over microsite can be found at www.thejokesover.co.uk

Tesco Book Club

Random House asked TheTin to develop a website that would be the primary channel to promote and support their Book Club partnership with supermarket giant Tesco.

Branded Tesco Book Club, the site features the book title of the month, additional content including further reading recommendations, plus readers will have the option of submitting their own reviews as well as purchasing online.

The Book Club is supported in-store though point of sale material and the book of the month titles will be Tesco Special Editions with a branded bookmark and each will feature exclusive extra content. Titles will also feature in Tesco Magazine and be promoted Tesco.com’s four million customers.

Launch tescobookclub.com here