Saturday 14th September marks one of the biggest promotions of bookshops in bookselling history. Books Are My Bag played a prominent presence at this year’s London Book Fair in April where the hype to yesterday’s launch began.
The campaign is to celebrate bookshops across the country and to encourage people to support their local bookshop; whether it be a small independent or one of the national chains. Statistics on the BAMB website shows that ‘56% of all book buying decisions are in fact decided in a bookshop’. Consumers do not always know what they are after until they find it whilst browsing in a bookshop. Certainly, it seems that mortar-and-bricks bookshops are the way to discover new books that perhaps you hadn’t thought of buying before.
In an article by The Bookseller last week, CEO of the Booksellers Association, Tom Godfray, said that the UK would “wake up to a sea of orange” as booksellers across the country prepared their stores and events during the week. Of course, a big promotional event cannot be without iconic merchandise, and for the event, merchandise came in the form of Books Are My Bag tote bags designed by advertising firm, M & C Saatchi; inspired by Lord Saatchi’s Brutal Simplicity of Thought.
To add to the hype, the event was promoted by a media launch at Foyles in London on 9th September, where high-profile figures such as: Amanda Holden, Andrew Marr, Alan Johnson, Sebastian Faulks and Marian Keyes, attended in support of the event.
The promotion is set to run until 31st December 2013.
I personally feel that the BAMB promotion is a fantastic event in which to highlight our bookshops to the public. With new digital technologies, as well as the rise of online retailers, high street booksellers have slowly been dying out; particularly independents. Many booksellers already host an array of events such as author talks to entice customers over the threshold. One thing that did surprise me, however, was on looking at Waterstones’ website, there is no reference of the BAMB campaign on their main page. There is mention of BAMB on the blog section of their website, but what if the customer does not look at that section? Wouldn’t it be a good idea if bookshops’ websites had the BAMB logo somewhere on their homepages?
Of course, the campaign has been thoroughly popular on social media sites, such as Twitter. #booksaremybag was trending on the launch day, with hundreds of posts from independent and chain booksellers posting pictures of their events, and many customers tweeting about their purchases. It will be great to see how much of an impact the campaign will have on high street bookshops and whether it will entice customers to use their local bookshop more often.