Informe del 19 de noviembre al 24 de diciembre




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títuloInforme del 19 de noviembre al 24 de diciembre
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CIS




RUSIA / UKRAINA


 

22 de diciembre (uno de tantos como ejemplo de la Trsnsiberiana)
Dear Katia,
Have you sent any news to Mônica regarding the Trans-Siberian? Her email is not working correctly. Please let me know.
Could you please send me this sentence in Russian? My Zahir has a name, and its name is Esther.
Thank and best,

Patricia Martin

15 de diciembre de Katia para Monica

Sorry for long silence. I’ve just arrived from my parents from Helsinki, and found all yours and Patricia messages on my machine. Natsha also told me that Patricia called.

 

Oleg had to write to you last week himself about the official confirmation from RZD (Russian Railway Company) regarding the train and the report on the project. He is now in St Petersburg, but I called his assistant and asked to check if the letter was sent. As I know from him, everything is confirmed regarding the train, and Sophia was going to start to talk to the sponsors.

Oleg is coming back tomorrow, and I’ll ask him to send you a letter from RZD with confirmation, that the train was ordered. We have a possibility to change a number of wagons, and take more SV-wagons (a wagon with 9 rooms for 2 persons each). The very approximate cost of the train of 5 wagons (which we described before) is about $200,000.

 

I also received your comments for the promotion company for “O ZAHIR”, thank you. Hope to see Oleg tomorrow and will show him your thoughts.

 

I am now leaving for the office, and will come back to you with more information as soon as possible. I’ve just received a call from one of the bookstores that another pirating edition of THE ALCHEMIST appeared on the market – a set of the book and a CD, which cost about $2.5. A day starts with “good” news!

 

My best regards,

Katia

14 de diciembre de Monica para Ekaterina

As promised, here are our comments to the publication and marketing plan of O Zahir:

Date of publication and print run:
24th of April; 200,000 copies in hardcover.

Cover:
The ideal thing is to have some proposals at the beginning of January. At the end of January we should have the definite cover.

Genesis of O Zahir:
Paulo is going to write an article titled "The Genesis of O Zahir". Most probably, it will be ready in January, so that you have enough time to secure its publication in a leading national newspaper.   

 

Interview:
Paulo will make a general interview about this title to be distributed in all countries, as we had for Eleven Minutes, and you may arrange its publication in a leading  media. It can also be used in the press dossiers or the dossiers aimed at booksellers.

Insert / Booklet (first cheapter of O Zahir):
Since the print runs of the magazines in Russian are very reduced, we would like to suggest to make a booklet to be distributed in the Book Fair, further to the idea of distributing it also during the month of April in all bookstores of St. Petesburg, Novosibirsk, Irkutsk and Vladivostok.  

 

Likewise, it would be ideal to secure that "Moskovsky Komsomolets" publishes a teaser with the first cheapter of the book with exclusivity one week before the publication of the book.  

 

Slogan:
Can you please send me your suggestion for the slogan? The slogan chosen by Diogenes is "Every journey is a love story..."

Point of sales materials:
Please send the general materials (banners for MDK, press releases, booklet and materials for bookstores) for our review before producing them.

Special promotion readers:
We don't agree to organize competitions with the readers as we already had a competition for them in the past and it could be negative to repeat it now. Please ask Sophia  to leave it for another occasion.

Special promotion booksellers:
It is wonderful to have floor-stands (special displays) with the Coelho Library in a special placement in book shops. At the moment of the launch, these stands should be devoted to O Zahir. We totally agree with the materials for the bookstores such as plastic bags, bookmarks, pens, note books, etc.  

The only point we don't like is the idea of using a chain of cafes in Moscow presenting promotional material on their tables.   

 

Individual advertising campaign with the major book chains: 

Please keep us updated about the advert campaign with the chains, as well as the deals for the outdoor and indoor decoration, flags and catalogues.  

 

Internet promotion:
Apart from the promotion in the website, we think it would be great to buy an alert to subscribers of news/cultural newsletters of one of the major platforms. For instance, Terra online which is aimed at the Spanish-speaking community has a list of more than 500,000 subscribers in Spain. We have heard this kind of promotion is very effective because it reaches the audience that is interested in books and the percentage of people reading the newsletter is really high.  
 
Marketing:
We also believe we need a strong advertising campaign. At your earliest convenience, please send us the ideas and calendar of the adverts.

I assume that I am going to receive a marketing plan specific to Ukraine. Please let me know the initial print run and the publication date, as well as the specific actions that are going to be carried out.

I would also need to receive a general planning of the launch, specifying the dates of each action, in order to coordinate ourselves.

That is all for the time being. I look forward to hearing your comments.

Thank you and best regards,

Mônica

ESTONIA, PILGRIM GROUP
Los contratos de El peregrino y Veronika pasan a Tiina del 1 de junio de 2005. Estamos firmando los contratos y ella preparando las ediciones
23 de diciembre de Mónica a Tiina

Thank you for the marketing plan for the launch of O Zahir. Have you had the chance to read the book?

We hope this launch will make Paulo even stronger in  Estonia  and increase the sales. In each launch we need to consolidate and increase the readership. In order to achieve it, we need a complete and detailed plan which include all the activities.

Regarding the publication date, perhaps it is too much inside the summer . Wouldn't it be better to schedule it for beginning of June? Please let me know the number of copies of the first edition and the retail price.

For this launch, we believe it is necessary to secure a strong campaign to raise awareness for the book at the moment of publication. Most of the campaigns presented to us so far work in this direction of getting total coverage of the market at the moment of publication .

 

I would like to share some ideas with you:

Slogan:
The slogan you are proposing is not exactly the one we want for this launch. The slogan chosen by Diogenes is "Every journey is a love story...". The slogan suggested by Bompiani (Italy) is: "But what is there in the empty space of my interior cathedral? Esther, my zahir."

Publicity:
My proposal is that you consider advertisements in magazines / newspapers and especially radio ads. At your earliest convenience, please send us the calendar of the adverts specifying the name of the media.

Contest:
The radio promotion is  very good. Please let us know the details when you have them.

Genesis of O Zahir:
Paulo is going to write an article titled "The Genesis of O Zahir". Most probably, it will be ready in January, so that you have enough time to secure its publication in a leading national newspaper.

Interview:
Paulo is not considering granting many interviews for the launch of O Zahir. We want to avoid having Paulo answering the same questions once again. For
this reason, the author will make a general interview about this title to be distributed in all countries, as we had for Eleven Minutes, and you may
arrange its publication in a bookstore catalogue or in a media.

Insert/Booklet:
This newspaper is great for the insert. Is it going to be a booklet inserted in the magazine or a pre-publication?

On-line:
It would be important that  you plan a promotional campaign and adverts for Internet. A mini-site dedicated to the book, for instance, and the insertion
of banners in the main sites of Estonia.

Apart from the website and banners, we think it would be great to buy an alert to subscribers of news/cultural newsletters of one of the major
platforms. For instance, Terra online which is aimed at the Spanish-speaking community has a list of more than 500,000 subscribers in Spain. We have
heard this kind of promotion is very effective because it reaches the audience that is interested in books and the percentage of people reading
the newsletter is really high.

Individual campaign with the book chains and booksellers:
Great you are going to produce flags in the biggest bookshops, as well the special display and the other materials. Occupying space at the point of sales is
essential.  Are you planning to do an individual advertising campaign with the bookchains or prominent bookstores? Please keep us updated about the deals with the bookstores, as well as the deals for the outdoor and indoor decoration and catalogues.
 

Reinforce in the Fall: 
Likewise, I would be grateful if you considered a reinforcement campaign by means of adverts in September.

Finally, there is another idea I would like you to consider that may work for O Zahir. You could send a copy of the book to some personalities besides
the media before publication in order to get quotes.  Can you please let me know your thoughts?

That is all for the time being. I look forward to hearing your comments.

Thank you and best regards,
Mônica
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