Developing creative marketing campaign ideas and defining audiences with Quarto
The Quarto Group creates a wide variety of books and intellectual property products, with a mission to inspire life’s experiences.
BookMachine Creative Agency ran an in-person Marketing Sprint with the Quarto publishing team, to help them develop campaigns for a Children’s and Adult title, both written by the same author.
Team members joining forces
Hours of focused planning
Creative marketing ideas generated
The Sprint was designed to help the team:
- Anticipate the outcomes of their campaign
- Clarify their consumer journey
- Think through their personas and the messaging which would work best for their audiences
- Develop creative ideas and new ways of working
- Have an enjoyable day out of the office and encourage team-building
We spent the morning deep-diving into audience personas, which really helped everyone to get into the right mindset. The team also interviewed the publishers for each of the books (over Zoom) and this added so much to the conversation.
Everyone had also prepared for the day by researching inspirational campaigns created for their target audience. At the start of the afternoon session, each person shared their research. This was a great way to kick-start the creative process.
By the end of the day, we had produced eight creative marketing ideas, and these were collectively voted on so that, by the close of the Sprint, the team had a clear idea of their campaign goals as well as a guide to support their marketing plan for these two distinct titles.
“A highly creative and seamless programme, BookMachine introduced us all to new and dynamic ways of approaching campaign planning. Starting with getting us out of our same old office surroundings and into a new, energetic environment to spark collaboration.
The ‘Sprint’ was just that, immediately getting us to lay out objectives for the campaign and setting us off on unexpected ways to apply our knowledge and learn more along the way.
Something I’m taking with me was the ‘car park’ method, whereby, if inspiration strikes but might be misplaced, a note is ‘parked’ on a separate board to come back to later. Brilliant!”
Fizza Nayyer, Campaigns Executive
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