Hannah Deuce is the Marketing and PR Manager for Bloodhound Books. In this post she tells her story.
“I love the variety involved in my work. My role embraces marketing as well as PR and publicity, which means no two days are the same! My key responsibilities include the creation and execution of marketing campaigns for all the books published by Bloodhound. This means designing the graphics for publicity, gathering reviewer quotes for marketing materials, generating digital advertising campaigns and reporting on the data gathered so that we can do the very best for our authors.
“I am one of the main points of contact for Bloodhound authors. I work with press outlets as the opportunities arise and oversee brand management for Bloodhound. The marketing side of my work is highly strategic, whilst the PR and publicity require creativity and the ability to act quickly.
“After gaining a Masters degree in History from Goldsmiths, University of London, I worked for PR companies and at magazines. These jobs gave me invaluable experience of the broader PR and marketing landscape. Next I studied for a Masters degree in Publishing at City, University of London, to hone my understanding of the industry and help me break into what I knew was a highly competitive job market. It was then I fell in love with the complexity and creativity of marketing and PR. I was lucky enough to be appointed Marketing Executive at Hachette UK, based in London. I learned so much there and became even more passionate about my work, but at the same time grew weary with big city life. A few years working in central London is enough for anyone! So I applied for posts with independent publishing houses that weren’t based in London, which led me to Bloodhound’s door!
“While I was studying for my Masters degree, I supported myself financially by running my own business. I offered my services as a digital marketing manager for companies working in the creative space (e.g., photographers and makeup brands). During this time I developed my own distinctive take on digital promotion, utilising cross-channel attribution (this means cross-referencing social media channels to complement each another) to create effective promotional opportunities. I brought this experience to Hachette and developed it further, so that when I moved to Bloodhound I was able to merge my own methods with the Bloodhound team’s existing frameworks and knowledge to create the publicity techniques we use today.
“Bloodhound is perceived to be a specialist in the crime and thriller genres. However, we also publish historical fiction, women’s fiction and, occasionally, so-called ‘chick lit’. I love the variety of what we publish and feel that it provides me and consequently Bloodhound authors with an advantage, as I am able to recognise trends developing across different genres in both the UK and USA. I can then adapt my work and techniques accordingly.
“Though all Bloodhound crime authors may be working in same genre, I believe that every book we publish should be treated individually. We design separate marketing and publicity campaigns for them, adapting reader targets, visuals and the language we use to maximise the opportunities offered by the storyline and author’s style for each one. We therefore create a bespoke package for every book to help it to achieve its full potential.
“My advice to new authors would be, first of all, to build a social media presence. Even if technology isn’t your best friend, social media is here to stay. Platforms may evolve and change, but the best thing you can do is establish an author profile online by setting up a blog or website, and then create pages on the key social media platforms (Facebook, Twitter and maybe Instagram). When you have done this, continue to update them regularly with news about your books, any events you’re attending, what you’re working on, etc. Don’t be afraid to have fun while you’re doing it: social media is designed to have a casual feel, so post what you think you yourself would like to see or read, update your accounts regularly and let your readers engage with you directly.
“I am an insatiable reader myself, and enjoy books from multiple genres, written by authors from all walks of life. I love a book with a twist that I can’t guess, or an ending I didn’t see coming! I don’t really have any favourite authors within the crime genre as I read so widely, but if pressed I would say my all-time favourite author is Kate Mosse. I would read her grocery lists!
“I live in a village on the outskirts of Cambridge with my partner Jon. My favourite way to pass time when I’m not working or reading is to train with my horse, Vince, a Danish Warmblood Dressage horse who has been with me since he was a youngster. He and I now compete nationwide, riding at national level, and we enjoy nothing more than just relaxing in the yard together.
“To anyone who is looking for a job like mine, I would say don’t give up! But be aware that it is possible to over-romanticise working in the publishing industry. People thinking working among stacks of books every day must be heavenly (it is, but it has its white-water rafting days, too!). Roll up your sleeves and keep applying for jobs, as no one simply walks into this industry. I sent off more than 100 job applications before I got my first job in publishing, so keep trying, even if you don’t get an acknowledgement after you’ve put your all into applying. Keep your CV up to date and do things which make you stand out – for example, run a book blog or book Instagram account; take a short course in creative writing to help understand authors better, or a Masters if you have the resources to do it. Network at every opportunity and build your LinkedIn contacts, keep up-to-date with books in the charts and make sure you understand the unique characteristics displayed by different publishing houses. Finally – and I would say this, wouldn’t I?! – consider working at an indie publishing house rather than one of the ‘big five’: we’re a lot more fun and you will learn so much!