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SMS Marketing for Young Adult Novels: Publisher Texts Out 1st Chapter

By Andrew Campbell

There’s a girl at the beach with her friends, reading a magazine and talking. In the magazine there’s a feature ad for a new book they’ve been talking about. Nobody has read it yet. The girl reaches for her mobile phone and sends a text with a flourish. Seconds later she can read the first chapter of the book. It could happen on Bondi Beach. In fact, it probably has.

Text response is successful for marketers and business owners worldwide, but not usually like this. Everyone knows the basic premise: ‘text ENTER to 19 33 33 to win/see/get this.’ An SMS keyword in an advertisement usually doubles its audience response level; it6 that’s not enough, it’s also a way to measure the exact number of sales leads and the time and date they come in. Why is this significant? I don’t know too many companies who can afford ineffective ads.

But what’s new here is using SMS marketing to give a sneak preview of a book. The pioneers of using text response to increase and measure ad response are Simon & Schuster. Their first text response campaign (paving the way for current projects) was an ad in Girlfriend magazine for the young adult novel Crescendo by Becca Fitzpatrick. Anabel Pandiella, head of Marketing and Publicity at Simon & Schuster, explains why they chose text response:

“You can actually get measurable results. We’ve spent a lot of time and money on marketing without knowing how to measure its response.”

As a sequel to Hush, Hush (which garnered over 45000 sales), Crescendo had a defined and dedicated target market. But you should rarely get by on traditional (read:boring) ad techniques. Simon & Schuster decided to enter the mobile marketing industry, teaming with text response experts TXT2GET. Ms. Pandiella reflects on their collaboration:

TXT2GET is a great addition to our marketing, to give it that measurable, extra element. We’re always looking to do extra things for consumers and to push ourselves that one step further.”

In a world that declares the novel is dead unless it involves an iPad or Kindle, this is significant. The girl on the beach could read the first chapter of Crescendo and pass it onto her friends, as well as getting free wallpapers for her mobile phone. Over 400 text messages were sent to Simon & Schuster in a month. It’s no Twilight, but let’s take one step at a time.

As the Country Manager of TXT2GET Australia, Andrew Campbell is passionate about text response. You can find out more about mobile marketing industry trends and get some general inspiration on marketing, advertising and SMS from his blog.

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Article Citation
MLA Style Citation:
Campbell, Andrew "SMS Marketing for Young Adult Novels: Publisher Texts Out 1st Chapter." SMS Marketing for Young Adult Novels: Publisher Texts Out 1st Chapter. 18 Jan. 2011. 8 Apr 2015 <>.

APA Style Citation:
Campbell, A (2011, January 18). SMS Marketing for Young Adult Novels: Publisher Texts Out 1st Chapter. Retrieved April 8, 2015, from

Chicago Style Citation:
Campbell, Andrew "SMS Marketing for Young Adult Novels: Publisher Texts Out 1st Chapter"

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