Inside the Australian and New Zealand book industry

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Notions Unlimited promotes on YouTube

Notions Unlimited Bookshop in Chelsea, Victoria, which specialises in science-fiction, fantasy and horror books, has created a range of YouTube videos to promote the store.

The videos include a clip about the bookstore being an ‘equal opportunity employer’ by hiring a zombie bookseller, a clip that humorously describes a typical customer at the store, and a clip about the opening of the bookstore.

‘Our unique selling point has always been “great service”, because frankly it’s one of the few areas in which we can compete effectively against online sales—and some other bookshops, both general and specialist,’ Notions Unlimited owner Chuck McKenzie told Bookseller+Publisher.

‘Part of our development in this area has involved generating both a “fun” in-store atmosphere, and also building a genuine community around the store—by providing free facilities for gaming groups, book discussion and writing circles, etc. The YouTube videos seemed like a natural extension of this process, as it’s easier to showcase the atmosphere of the store through visual media.’

More than 20 regular customers and family members volunteered their acting skills for the videos, said McKenzie, adding that ‘involving our customers has strengthened the community feel of the store’.

McKenzie estimated that each video costed around $350 to produce, which included hiring the audiovisual equipment and catering for the volunteers. The set-up, filming and post-production was ‘extremely efficient’ as the volunteer director and lighting person were both industry professionals, said McKenzie.

The feedback so far has been positive, said McKenzie, and while videos haven’t gone viral, the views increase as the store’s customer base grows. McKenzie said he also links to the YouTube videos in emails to new customers or suppliers ‘to better illustrate what Notions Unlimited Bookshop is all about’.

McKenzie said he is aware of some overseas bookstores that have created promotional YouTube videos, but is not aware of any that have been made in Australia. ‘We’ll definitely be doing more of these. Apart from the novelty value for new customers, a small but expanding library of YouTube ads will contribute to a positive online presence for us,’ said McKenzie.

 

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Category: Local news