JAMES PATTERSON

PUTTING THE PASSION BACK INTO PUBLISHING PROMOTION

WORD COUNT:

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PROPOSED BY: FRIEND

TEAM A2
Natalka ANTONIUK, Hermione BEZUIDENHOUT,
Pip BOURDILLON, Alisha BOURNE

INTRODUCTION
Here at FRIEND, we have taken the time to conduct a strategic communications plan
for The Random House publishing group, tailored to suit the needs of the James
Patterson brand. By following our communications plan, The Random House
publishing group will be able to meet objectives and will therefore promote a brand
core message in an innovative and creative form, ultimately putting the passion back
into publishing!

AUTHOR ANALYSIS

BACKGROUND: JAMES PATTERSON

James Patterson is one of the worlds most prolific and popular fiction writers. Despite
being best known as a thriller writer, James has written in a variety of genres from
historical fiction to romance. The New York Times Magazine even hailed Patterson as
the man who "Transformed book publishing. Whatever the genre, his books are
known for being speedy page turners!

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FRIEND

2. SITUATION ANALYSIS
2. 1 MACRO-MARKET ANALYSIS - PESTLE

POLITICAL AND LEGAL

! The Digital Economy Bill will protect people like book publishers and authors in
terms of copyright. (Keynote 2010)
! In the UK the government decided not to enforce a VAT on books, however there is
still a VAT enforced on eBooks. This is similar in New Zealand as there is GST
(Goods and Service Tax) on eBooks.

ECONOMIC

! The UK economy is predicted to grow in the next year by as much as 2.8%, although
it is growing, it is at a very gradual pace. This means a reduction in advertising
budgets and less to spend, so advertisers need more bang for their buck,' hence the
increasing reliance on social media and PR.
! The cost of paper is increasingly rising, which will hit book publishers the most.
Economies such as Brazil and Asia are set to grow much faster than that of the UK
within the next ten years, and considering book publishing is global, it makes sense
for publishers to outsource
some of their operations
overseas.

SOCIAL

! Within the book market, the majority of books are still bought by those in the A, B and
C socio-economic groups.
! Around 12 million of the UK population has a reading age below 11. This issue of
adult illiteracy explains why some publishers may find it hard to expand their markets.
! The recession may have decreased the amount of books bought, yet increased how
many were borrowed from libraries.
! In 2018 the proportion of those aged 0-14, 45-59 and 60-74 are expected to grow
rapidly. This will be good news for the publishing industry as these age groups tend to
be high buyers of books.

TECHNOLOGICAL

! The Internet is one of the publishing industrys biggest issues. It is argued that the
Internet is devaluing information. It is now simple to gain information from using
Google, so consumers are buying far less non-fiction books.
! The Internet is taking up peoples time. Results show that on average adults spend
more than 2 hours a day on the internet. Due to social networking, the internet is
becoming used more for leisurely activities, meaning less time for reading.
! New technologies such as Amazons Kindle and Apples iPad means consumers are
now buying less physical copies of books.

ENVIRONMENTAL

! Due to climate change issues, there is a growing desire to protect the environment
meaning that publishing houses must move towards more environmentally friendly
products and processes.
! The Random House group fully support environmentally friendly publishing, the
company set a goal of raising the proportion of recycled paper it uses to 30% by 2010
where previously the company only used 3% recycled paper in 2006.

FRIEND

2. 1 MICRO- MARKET ANALYSIS

SWOT ANALYSIS

STRENGTHS

OPPORTUNITIES

! Brand Awareness: James Pattersons most obvious

! Increase Advertising: In the U.K and New

strength is the brand he has created surrounding his

Zealand there are obvious opportunities for

name. James Patterson has remained a best-selling

increased advertising. By utilising digital medias

author in the U.S since 2001 (Chilton 2014) which

such as social networking sites, Patterson would

gives him a boost over competition.

be able to reach a vast amount of potential

! Credited work: The Alex Cross series is hugely

consumers on a lower budget.

popular and has raised a lot of awareness for his

! Movie/T.V Series: Patterson could develop some

other books. Also previous advertising experience at

of his book series into movies or T.V series. This

JWT will have given James a vast knowledge of how

could generate more book sales.

consumers work therefore giving him a competitive

edge on other authors.

! Environmentally Friendly Products: There is

room for making Pattersons books more Eco-

! Online Presence: Patterson has a healthy online

friendly. By increasing the percentage of recycled

presence with regard to a personal website integrated

paper used this will create viable business

with social media platforms promoting the brand.

opportunities.

! Fandom: James Patterson has a strong following of

fans who all share the common interest of the
Patterson brand.
! Language Translation: Patterson's books have been
adapted to be published in serval different languages.

THREATS
!
! E-books: Biggs (2014) suggested that eBooks
will be more popular than print by 2018.

WEAKNESSES
!
!

Authenticity: Patterson has been criticised for using

ghost writers, it has left consumers feeling untrusting
towards the brand.

Content Quality: Due to the sheer amount of

releases Patterson produces in such a short period of
time, this has led to consumers questioning the
quality of the books.

Research has shown ebooks are on the rise and

physical books are on the decline.
! Rising production costs: The cost of paper is
increasingly rising.
! Internet The Internet is taking up peoples time,
therefore reducing time people could be spent
reading.
! Competitors: The most obvious threat Patterson
will face is the competition in his own field.

FRIEND

2.2 COMPETITIVE ANALYSIS

PORTERS FIVE FORCES OF COMPETITIVE POSITION ANALYSIS

Rivalry Among Existing Firms: MEDIUM PRESSURE - 3/5 Rating

! The book publishing market is a highly competitive market, making scalability difficult. Patterson
faces many competitors of the same nature in his field. James Patterson is hugely successful in
the U.S however in the U.K faces several competitors. Stephen King has released 6 new titles
this year, 3 of which in November.
Threats of New Entrants/Potential Competition: LOW PRESSURE - 1/5 Rating
! Entry barriers are high in the publishing industry due to low economies of scale, low economies
of scale continues to be the biggest threat after consolidation, as the cost of paper is on the rise
meaning large costs for physical distribution. With regard to competition this is a positive for
Patterson.
Threats of Substitute Products: HIGH PRESSURE - 4/5 Rating
! Reading is said to be declining in popularity with successive generations. Younger generations
are spending their time and disposable income elsewhere, on the internet and Apps for example.
Bargaining Power of Buyers HIGH PRESSURE - 5/5 Rating
! Customers have bargaining power because it is now possible to get e-books cheaply online and
even PDF files of books for free. Traditional publishers do have more control over fixing prices
however consumers now have a greater opportunity to find cheaper more accessible versions
online.
Bargaining Power of Suppliers: MEDIUM PRESSURE - 3/5 Rating
! James Pattersons brand is strong enough to sell its self on the brand name alone so suppliers
do not need to command much negotiating power. However more consumers have shifted to
buying online, so suppliers have less control of bargaining power.

CURRENT AUDIENCE PROFILE AND SEGMENTATION

The majority of James Pattersons target audience falls under the socio-economic grouping of
ABC1s in the UK and New Zealand. The target audience is very broad as Patterson writes a
variety of genres appealing to many various target audiences. We took two different James
Patterson book genres and segmented the target audiences of each. We did this so that we
could angle our advertising campaigns to be more suited to our target consumer.

PSYCHOGRAPHIC

! Children that do not enjoy school

! Children that are not naturally talented at sports
! Parents that worry their children are lacking confidence
about school
! Parents/Grandparents that want to relate more to their
children in middle school
! Teachers who want to teach about the story of an
underdog

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BENEFITS SOUGHT
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! Children will be entertained and be able to relate to the

GEOGRAPHIC

character of Rafe
! Children will be inspired by the character learn to face
their fears

! Very broad, would appeal to audiences

across the UK and New Zealand

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DEMOGRAPHIC
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! Children between the ages of 8-12
! Parents with children in/going into
middle school
! Grandparents with young grandchildren
! Librarians
! Booksellers
! Teachers

! Teachers can use the book to teach students that they

mustnt give up

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BEHAVIOURAL

! Children will be inclined to ask for the book if it is

advertised in more obvious places e.g. on television
and bus stops
! Parents will want to buy if it is recommended by
someone with authority, e.g. if it has a positive review
in the paper.

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PSYCHOGRAPHIC

! Loves to browse the Mail Online daily, her

favourite section is Showbiz.!
! Favourite item a scarf my daughter knitted for
me in textiles class!
! Contents of her handbag include: an iPhone 4,
a book she's currently reading, tesco club card,
wet wipes, a secret pack of Marlboro Lights and
diary with a pen!
! Drives a Volvo V70.!

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BENEFITS SOUGHT

! Feels there is excitement missing form her life,

GEOGRAPHIC

which she aims to gain back through literature.!

! Loves Pattersons books because they are

! She lives in a suburban, middle

class home.
! She lives in a small town just outside
of London.

thrilling and hard to put down.!

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BEHAVIOURAL

! Treats her self to books on occasion. !

DEMOGRAPHIC

! Over the age of 45.

! Loves Judy Finnegans book recommendations. !

! Likes books with exciting cover art.!

! Her husband has a steady income

but works away a lot.
! Did not go to university, but took
psychology evening classes.
! She runs an after school club.

FRIEND

SECONDARY RESEARCH

KEY TRENDS OF THE BOOK

PUBLISHING INDUSTRY
Using MINTEL as a source of secondary information, FRIEND were able to identify
key trends, statistics and facts that will aid our research and therefore help us develop
an innovative insight.

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Market Statistics
! The total consumer market is worth an estimated 1,709 million in 2014.
! Within this total, 1,369 million is accounted for by consumer print book sales. The
sector remains in decline, losses are expected to slow approaching 2019.
! The remaining 340 million is taken from the sale of consumer market eBook sales.
This value is a 13% annual increase.

!
Men read less than women
! 53% of women have purchased a paperback book in the 12 months leading to April
2014 compared to 42% of men.
! 29% of women have purchased an eBook in the 12 months leading to April 2014
compared to 22% of men.

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E-Books
! A third of consumers who have purchased an eBook in the last year prefer to read
print books, but buy eBooks as theyre less expensive. These consumers are more

!
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likely to be 16-24 than over 45.

3.1 PRIMARY RESEARCH

To gain a greater understanding of James Pattersons target audiences, We conducted

two surveys over a 14 day period for our primary research (APPENDIX 1 AND 2). The
objectives of our research are to develop a consumer insight on James Patterson fans
and book readers, finding out what fanatics look for in an author. Our first questionnaire
gave us an insight into the consumer book market and our second questionnaire focussed
on James Patterson, we used social media to contact people who were members of
Facebook fan groups.

FRIEND

KEY
FINDINGS
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! Out of 97 participants 32 of them read for over 7 hours a week for fun, 86 of
them read for over 1 hour a week.
! 64% of these participants admit using social media more than once per day as
well as 24% reading newspapers once a day.
! Bed is the location where most people choose to read (84%) with an additional
33 participants reading on public transport.
! The author is the key thing that people look for when purchasing a new book
and good writing by a good author is said to create a fanatic reader.
! 100% of participants are likely to recommend a book to a family member or
friend, which is good as 25% of them hear about new book releases
through word of mouth.
! 19% of survey participants havent heard of James Patterson which is
something we will have to look at when targeting our campaign particularly
as 32% say that they will be put off purchasing a book by an unknown
author.
! More worryingly 69% of participants were unaware that Patterson writes
childrens books.

TARGET MARKET
In response to the Secondary and primary research, FRIEND were able to recognise that
women buy more books than men. We decided to specifically target mothers as they will
be the key purchaser of Pattersons children's books. This will therefore not only expand
sales within the adult fiction genre but will also increase sales of Patterson's children
book sector. Mintel research shows that mothers are likely to buy into products and
services that let them do something special for themselves and help them unwind after a
hard day.

INSIGHT DEVELOPMENT

By conducting in-depth interviews using Ernest Ditchers motivational research method

(APPENDIX 3 AND 4), we were able to reveal unconscious and suppressed desires that
our segment, modern mums may have. This allowed them to talk freely about our product
category, physical books. The interviews managed to uncover our consumer segments
true motivations of purchase.

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The key construct themes we gained from our in depth interviews were!

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TO GETAWAY, TO VALUE, TO CONNECT, AFFORDABILITY, ESCAPISM AND ADVENTURE

By analysing the themes of the interview based on Ernest Dichters techniques for
motivational research, We have come to the conclusion that consumer insight centres on
the fact that consumers feel that they can fully connect with a physical books over digital
equivalents. We also found that from this connection, it allowed customers to take a
break from reality and value the time they have reading.

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Finalising on the consumer insight of!
Books are the getaway from a monotonous lifestyle.

3.1 BRAND POSITIONING

3.1 BRAND KEY

COMPETITIVE
ENVIRONMENT
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TARGET
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The book publishing market is a highly competitive and

concentrated market. Patterson faces many competitors
sector, however ranks within the Top10 in the UK and New
Zealand Market. In the UK the most popular author in the
same genre is Sylvia Day and in New Zealand is Gillian Flynn.

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Our target market is Mums aged 45 and above, who want to
escape' through reading thrilling books. We chose mothers as
we realised that they will be the most likely purchasers of
Pattersons children books for their children as well as buying
the adult novels for themselves.

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INSIGHT
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BENEFITS

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Books are the getaway from monotonous lifestyle.

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FUNCTIONAL

EMOTIONAL

Variety of genres

Something for every mood

Quantity

Plenty of choice, never get bored

Quality

Trust in the brand

Price

More disposable income to enjoy

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VALUES AND
PERSONALITY
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REASONS
TO
BELIEVE
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DISCRIMINATOR
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ESSENCE

Daring. Caring. Enticing. James Patterson is his own brand.

The work he does to save libraries and published books for
children demonstrates his caring nature. His controversial
burning book campaign created a media buzz, demonstrating
his enticing and daring personality. 30% of survey participants
agreed that James Patterson is enticing.

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! Sold over 3000 million copies of his book worldwide
! Patterson holds the Guinness World Records for being the
author with the most #1 New York Times bestseller
! National Parenting Publications Honours Awards

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Philanthropist; very charitable, strongly believes in improving
literacy amongst young people through donating money/
books, scholarships and campaigning.

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Affordable adventure, the break you deserve.

FRIEND

SMART OBJECTIVES

Make 2015 the year of

James Patterson by
raising awareness of his
new releases in New
Zealand and the U.K
through various
campaigns.

A first of some
description, whether its
author-first or
publishing-first , by
getting both books on
the bestsellers lists in the
UK and New Zealand by
the end of 2015.

Increase the
sales of printed
books from the
Random House
Group by 5% by
December 2015

FRIEND

STRATEGY

THE LIVE IT!! CAMPAIGN

Drawing from our research and brand positioning FRIEND have found that our consumer
segment feel that they want to getaway and value an affordable adventure through books.
We crafted the consumer insight of books are a getaway from a monitions lifestyle into a
campaign which allows our consumer segment to experience the stories by James Patterson
first hand. By implementing these marketing communications strategies in with our campaign
this will achieve prior objectives. These strategies will also be expanded on later in the Big
Idea.!

STRATEGIC METHODS OF MARKETING COMMUNICATIONS

ADVERTISING

Well use advertising as mass media approach to promotion.

! Outdoor
! Magazines / newspapers
! Ambient advertising

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PUBLIC RELATIONS

We'll use public relations to use the press to our advantage.

! PR stunt

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PERSONAL SELLING
Well use personal selling

! Dealer or showroom sales activities

! Exhibitions

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DIGITAL MARKETING

We'll use digital marketing to promote the LIVE IT! campaign and raise awareness.
! Social media promotion on Facebook and Twitter

THE CREATIVE BRIEF

THE CREATIVE BRIEF

!

TELL ME THE PROBLEM / OPPORTUNITY /

BACKGROUND

James Patterson is not as well known the U.K or New Zealand as he is in America. We have
an opportunity to improve this by raising awareness of his new releases in these countries
through multi-channel advertising.

HOW DO PEOPLE CONVENTIONALLY TRY TO

ADDRESS / COMMUNICATE THE ISSUE?

Traditionally in the U.K and New Zealand, book advertising is done through print ads targeting
commuters, but we intend to leap outside of the box and bring the story to life to target our
consumer segment.

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WHO ARE THESE PEOPLE?

Sharon Smith rises at 6:30am. She needs to wash Lucys leotard and clean the mud from
Jacks football boots. She makes Jacks jam on toast and Lucys dippy egg and soldiers. She
drives the kids to school in her Volvo V70. She exasperatedly scrubs at the strawberry jam
stain on her pullover, and wonders how on earth these other school-run Mums achieve such
effortless chic? All she wants is to do is curl up with an earl grey watching Loose Women, but
a Tesco shop must be done.

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WHATS THE CONSUMER INSIGHT THAT WOULD

DRIVE US TO THINK DIFFERENTLY?

The consumer insight that has driven us to think differently, is

Books are a getaway from a

monotonous lifestyle. This inspired us to create the LIVE IT campaign, from research gained we
found that our consumer segment feels more connected to physical books. This therefore gives the
feeling that they can escape through literacy on a deeper level and LIVE IT

SO, WHAT IS THE DISRUPTIVE THOUGHT WHICH

WILL HELP TO SOLVE THE ISSUE?

People would rather have face-to-face conversations than on Facebook. People would rather listen
to live music than listen to it on Spotify. People would
rather watch sports live than watch it on TV. People
want an experience, this where our LIVE IT
campaign ties in. By using this unique approach of
bringing pattersons stories to life, we believe that
James Patterson is more likely to be talked about
through earned media, solving the problem and
achieving the objective of Patterson not being as
well known the U.K or New Zealand as he is in
America. Ultimately achieving another of our
objectives of getting Private Vegas and Save Rafe
on to the bestsellers lists in the UK and New
Zealand by the end of 2015, achieving an author
first.

SUPPORT / TRUTH?

We created two questionnaires which accumulated

157 responses over a two week period. To develop
greater insight we also conducted two in-depth
interviews using Ernest Ditchers motivational
research method. From this research gained we
were able to create a campaign to better suit our
consumer segments needs.

WHO ARE WE TRYING TO PERSUADE WITH THIS

THOUGHT?

Mums aged 35-45 who seek to get away from the hustle and bustle of family life through
reading.

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WHATS THE TONE?

Caring, Daring and Enticing.

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SUGGESTED CHANNELS TO REACH THEM?

! Bus stops, toilet doors, train stations and anywhere people linger for print advertisements.
! Newspaper (Daily Mail, New Zealand Herald) for our PR stunt.
! Social Media platforms to promote Patterson through Facebook and Twitter.

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SACRED COWS?

James Patterson churns out a number books a year which makes potential buyers question
the quality, ideally to counteract this he could schedule his releases to compete with his
competitors releases. This will change consumers perceptions that his books are of poor
quality.

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HOW WILL SUCCESS BE MEASURED?

By monitoring James Pattersons book sales alongside other popular fiction writers in New
Zealand and the U.K
By using Google analytics we could track the number of hits James Patterson gets to his
website http://www.jamespatterson.com.\ and see where they come from (NZ or U.K)
Collecting surveys from the consumer data we collect during the middle of the year to analyse
how aware people in NZ and UK are of James Patterson.

THE BIG IDEA

THE BIG IDEA

THE LIVE IT! CAMPAIGN

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PRINT ADVERTISEMENTS
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Platform: Public areas Bus stops, train stations, airports, shopping centres!
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This campaign will run in the UK and New Zealand starting from January 1st 2015 and run
through to 31st December 2015. This campaign can support all of James Pattersons future
releases as well Private Vegas and Save Rafe as each poster can be specifically targeted.!

The mise-en-scene for the Private Vegas poster will be a casino. It will be dark and mysterious
featuring show girls and croupiers. In the middle of all the adventure, a woman in her pink fluffy
bath robe, hair rollers and rabbit slippers will be engrossed in her James Patterson book. !

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WHY?
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The primary research indicates that
85% of participants prefer to read in
bed just before going to sleep. Our indepth interviews revealed that women
read to escape their daily routine and
treat themselves to an adventure.!

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Save Rafe will follow the same style.

A young boy in his spaceman
pyjamas will be placed into the deep
woods. The idea behind these
posters is that James Pattersons
books are engrossing and enables
the reader to connect with the story.!

PR STUNT
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Platform: Daily Mail (U.K), New Zealand Herald (NZ)
On January 1st the phoney article will be published on a full page advertising space. We hope to
generate a media buzz through this strategy by presenting the advert as a true story. The target
market for this advert will be women who have time to read a daily newspaper, want to relax and
take a break from their busy family schedule.
The article will be in the style of an actual news story. It will be about an increasing number of
missing people in Las Vegas in order to involve the plot from Private Vegas without revealing too
much and leaving the readers wanting more. At the end of the article the reader will be informed
that this is a segment from James pattersons book and will be told where they can go to buy this
book.
Why: According to the primary research undertaken it shows that 23% of the participants read
magazines and newspapers daily. It is also an unusual way to get the reader hooked onto the
plot without them having to research the book themselves.

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AMBIENT ADVERTISING
!
Location: Westfield Shopping Centres Shepherds Bush (U.K) and Albany (NZ)

This campaign will be launched on the 3rd of January making it a Saturday to target
shoppers in the January Sales. The aim is to encourage shoppers to live the experience of
Private Vegas by entering the make shift casino and becoming part of the story and living it!
The two pop-up casinos will be full of showgirls, croupiers and anything else symbolic of the
book. To enter the bouncer will ask consumers to complete a short data form, by getting the
consumers data this will allow us to contact them with new book releases, special offers and
anything else James Patterson. On their departure they will receive a free published chapter
of the book which will include a discount voucher if they decide to purchase the complete
book and a discount voucher for Save Rafe. The idea behind this sales promotion is to get
them hooked on the story and give them a reason to go out and buy it.

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WHY?
!

FRIEND wanted to bring the story to life. Shopping centres will be full of our target consumer
during the first weekend of January as they will all be trying to grab a bargain in the sales.

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SOCIAL MEDIA PROMOTION
!
The pop up casinos will be advertised on both the
shopping centres social media sites as well as
through James Pattersons own social media so as to
raise awareness and attract the target audience.

BUDGET

BUDGET FOR THE LIVE IT! CAMPAIGN

PRINT
ADVERTISEMENTS

UK () *

TRAIN STATION
ADVERTISING
OPPORTUNITIES

14,000

$16,900

6351

$12,885

2,295 x 12 months

$26,960
(21 stations for 12 months)

7,904

$4,500

AIRPORTS
SHOPPING CENTRES
BUS STOPS

PR STUNT

UK () *

FULL NEWSPAPER PAGE

34,776
(One Saturday)

AMBIENT
ADVERTISING

UK () *

PROMOTIONAL SPACE HIRE

PROP HIRE
SHOWGIRLS
FREE CHAPTER
PRINTED VOUCHER

NZ ($) *

NZ ($) *
$50,000

NZ ($) *
3000

$4800

550 (With croupier x 3 hours)

$630

150 (1 girl for 3 hours x3)

222.49
(650 x 16 page booklets)

$470

450
(5000 x 8.7p)

$800

UK () *
TOTAL

$300

122,152.72

NZ ($) *
$247,187.83

THE FACETS MODEL OF ADVERTISING EFFECTS

When reviewing our LIVE IT! campaign, we used The Facets Model of Advertising Effects.
We chose to focus on three facets that were the most relevant: Affective/Emotion, Persuasion
and Behaviour.!

!
AFFECTIVE/EMOTION
"

The pop up casino was designed for participants to experience Las Vegas first hand, arousing
emotions of adventure and thrill. We chose ambient advertising to create a buzz about the
brand. The poster campaign aims to stimulate the want to escape reality, the contrast of the
drab pyjamas against the vibrant casino will have a subliminal effect on viewers; theyll believe
that their lives could use excitement. Emotions of worry and interest could be experienced
when reading the advertorial as the public learns of the dramatic plot line.!

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PERSUASION
"

The primary aim of our campaign was to inform the audience, but we also needed to persuade
them. We decided to take a more emotional approach by creating advertising that entertained
and shocked. The pop-up casino is a bold use of advertising in order to encourage word of
mouth. James Pattersons successes will be placed at the end of the editorial to create
conviction, giving viewers reason to believe.!

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BEHAVIOUR
"

By handing out sections of Private Vegas and discount vouchers for Safe Rafe in our pop-up
casino, we aimed to initiate action through the purchase of the books. By asking people to
write their name and email address before they enter, were able to send those emails
regarding information about Random House and James Patterson which informs of any new
releases/deals, encouraging purchase.

CAMPAIGN EVALUATION
Overall the success of our campaign will be measured by the amount of copies Private Vegas
and Save Rafe sold. We will monitor this geographically from the 1st of January through to
December 2015, so that we can see where to place new posters. We will also monitor the
Random House Groups sales to gage how close we are to meeting our objectives.
"
As we are launching the entirety of our campaign in January it will be difficult to analyse how
effective they have been individually. However the PR news article will feature a particular
shop that Private Vegas can be purchased from, by this we will be able to monitor book sales
from that store.
"
In August we will use the data collected from the pop up launch to send out surveys and
questionnaires (with sales promotion incentives) in order to find out how well we have
managed to position James Patterson in the U.K and New Zealand book market.
"
We can use Google Analytics to monitor the number of hit James Pattersons website receives
and where they are coming from, this will tell us more about where his fans are coming from
and will hopefully reveal the fact he is becoming more popular in the U.K and New Zealand.

FRIEND

APPENDIX 1

APPENDIX 2

APPENDIX 3

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!
! Question 1) what was the first book you read?
!
I'm not sure what would be the first book I actually read but I remember the first book I fully
finished. I actually remember this quite clearly as it was a present from my father on my
birthday! it was Matilda my Roald Dahl. I remember enjoying it so much I read it so many times
that the spine of the book broke and pages started to come out.

!
!

! Question 2) What best and worst book youve ever read and how did they make you feel

after?

Without a doubt I would say the best book I've read was 100 years of solitude by Gabriel Garcia
Marquez. It changed my perspective on a few things and sent me on journeys that I couldnt
have imagined. The worst book Ive ever read is ashamedly 50 shades of grey! It was written so
badly! Not to mention how predicable it was. I now cringe at the thought of me buying it in the
first place.

! Question 3) Describe the perfect reading situation and setting?

I connect reading with switching off, so my perfect setting would be either in bed all warm, cosy
and quiet or in the morning on a sunday afternoon after I've dropped the children off at their
dads.

!
! Question 4) How do you feel about books as whole, how do they make you feel?
I feel as if they are not appreciated as much as they used to be due to iPhones and computers,
back in the day we didn't have that sort of stuff so to entertain ourselves we would have to read.
Its a shame as ive noticed my children don't read as much as I used to as a child. Books relax
me, excite me and intrigue me.

! Question 5) Where do you buy your books and why do you buy them from there?
Mostly I buy my books from places like Tesco or WHSmith, however if there is a particular book
I'm looking for i will look on Amazon for it and order it from there.

!
! Question 6) what makes you pick a certain book from the shelf to read?
Friend reviews or if its a certain author I like. Sometimes I'm drawn in to a book if i see if its won
awards.

!
! Question 7) Is there something specific you ever look for in a book?
The style in which it is written, I can be off put by a book if its too complicated or if its even too
simple. Most importantly I always look for a story i will be interested in.

!
! Question 8) Is the price a big factor when buying books?
! To some degree, I will never spend over 12 pounds on a book as I wont be able to justify it for
myself, if it was a present i would definitely spend more than 12 pounds but for myself
probably not.

!
! Question 9) What are your thoughts on ebooks?
I understand the fact that they are practical, cheap and easily assessable, but I'm an old
fashioned girl and I would rather have a physical book. Due to work I am looking at a computer
screen all day not to mention looking at a phone for a T.V.. I find when I read a book I can really
switch off and relax and value what I am doing.

APPENDIX 4

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! Question 1) what was the first book you read?

The first book I remember reading was Of mice and men at school, it was the first time i was
excited to go into my english lesson as i was encaptured by the story. i found when i watch the
film after reading the book i was so disappointed as it wasn't how i imagine at all.

!
!

! Question 2) What best and worst book youve ever read and how did they make you feel
after?
The best book I've ever read was the Da Vinci code by dan brown. Last year I broke my leg and
i was so bored i was literally out of my mind, as normally I'm running around all the time as i have
much a hectic lifestyle. My husband bought me the book to keep me entertained, I finished in 4
days at some points i lost in the story of the book i forgot i was bed bound.

!
!

! Question 3) Describe the perfect reading situation and setting?

My perfect reading situation would be whenever I get the chance to. Sometimes I find my hectic
routine quite boring so i use books to add some excitement and adventure to my life, it sounds
sad but its true. i would say the perfect reading situation would be when I'm waiting for my very
unorganised child to finally come out of school.

!
! Question 4) How do you feel about books as whole, how do they make you feel?
I feel that books excite and take me away from my boring life at times. i like to be constantly
entertained my pet hate is to be bored! im always on the go so when i do get down time instead
of browsing at Facebook i like to really connect with a book and get my teeth into a gripping
story.

! Question 5) Where do you buy your books and why do you buy them from there?
When I have the time, I mainly buy my books from bookshops like Waterstones and WHSmiths and
occasionally at supermarkets such as Sainsburys. I'm constantly on the go so I'll go to the closest and
reasonably priced shop.

!
! Question 6) what makes you pick a certain book from the shelf to read?
Usually the author of the book would makes me pick up a certain i also look for plots that match my
"ideal dream" lifestyle; exciting and adventurous. I like books which allow me to escape and
experience adventure.

!
! Question 7) Is there something specific you ever look for in a book?
I like a book with characters I can relate to. I always feel like I can get into the story better if I can
understand the characters on a more personal level. Thats why I prefer female lead characters I
suppose. But then again I love when plots are thrilling and full of suspense- very different from my own
life! I like a lot of detail too. Like when the writer makes it really easy to picture the character in your
mind, you know like their physical appearance and mannerisms- makes it all a bit more real. But
sometimes too much detail can be a bad thing. Just tell me the plot I don't need to to know what day of
the week it is or what they ate for breakfast!!

!
! Question 8) Is the price a big factor when buying books?
I usually buy a new book when Im doing the weekly shop at Tesco always has offers. I
suppose it would have an impact on my decision to buy if it was expensive. Sometimes I
dont buy myself anything for weeks so I feel like Im entitled to at least a book.

!
! Question 9) What are your thoughts on ebooks?
Theyre a nice idea but I prefer holding a book. I like turning the pages and stupid things like book
markers. My son made me a book marker with the family photo on it for mothers day a few years ago.
I havent even thought about buying a Kindle. It would be useful for people who travel a lot maybe but
books are nice and I think, given the option, most people would rather read from an actual book than
an eBook.