The Folio Society tasks Entire with DM acquisition programme to launch partnership with the Sunday Times Fine Books brand
Collectors’ books producer The Folio Society has appointed Entire to their DM acquisition programme that will see it partner with the Sunday Times Fine Books brand. The partnership will feature a range of the exclusive editions produced by the Society.
The campaigns will target new customers and drive sales through a new continuity sales model. A mature, affluent, predominantly male market will be targeted, based on the insight that they place particular value on the care, consideration and unique craftsmanship that goes into producing each edition and believe the beauty of the written word should reflect the quality of the writing.
The creative challenge will be to leverage the latent interest in traditional craftsmanship and turn it into solid orders. The agency team have studied the skills employed by The Folio Society imprint and combined this with hard-nosed direct techniques to create a series of initial and follow-up mailings driven by some very strong offers.
Ian Bates, Creative Director at Entire says: “Our brief was bringing a fresh perspective to a proven brand. The opportunity to develop a powerful story for the Sunday Times Fine Books partnership is very exciting, particularly when we have such wonderful products to work with. I’m convinced it will be really popular with this key audience.”
Greg Hodder, Managing Director at The Folio Society says: “The Folio Society has long been associated with producing high quality collections of some of the great literary classics and it was important to us that we worked with an agency that understood our attention to detail and unparalleled quality. Entire’s approach has been to get under the skin of our products to allow us to target a very specific audience with the right message."
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