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Keely Galgano

Strategist at VCU Brandcenter

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Barnes & Noble Nook

Client Info:

Family of Products: http://www.barnesandnoble.com/u/nook/379003208/

Bookstore: http://www.barnesandnoble.com/u/nook-books-frequently-asked-questions-faq/379003486

In-depth Comparison: http://www.digitaltrends.com/gadgets/kindle-vs-nook-an-e-reader-face-off/

Topsy: http://topsy.com/s/Barnes+and+Noble+Nook?window=a

Past Campaigns:

Mullen, “What’s Your Nook”

http://www.adweek.com/news/advertising-branding/ad-day-nook-139676

Mullen, “Share”

http://finance.yahoo.com/news/barnes-noble-unveils-ad-campaign-151900967.html

Glowlight, “Not that Good in Bed”

http://mashable.com/2012/05/03/nook-simple-touch-glowlight-ad/

Consumer Info:
Trends/Behavior:

https://mr.pricegrabber.com/eReader_and_eBook_Trends_Consumer_Behavior_Report.pdf

http://www.crowdscience.com/2011/09/affluent-consumers-prefer-ereaders-over-tablets

Digital Toolbox Tools:

http://siteanalytics.compete.com/barnesandnoble.com/

http://www.quantcast.com/barnesandnoble.com

http://www.google.com/trends/explore#q=barnes%20and%20noble%20nook

https://www.facebook.com/nook/likes

FCB Grid?

I described the Nook as a high involvement, mainly thinking purchase, but one that does straddle the line between thinking and feeling. Reading is a very personal, emotion-driven experience for many people, and Barnes & Noble did a good job of (in my opinion) reaching out to those users in their "What's Your Nook" campaign. Hard to compete with Amazon and Apple in the tech-driven tablet market, but to emphasize their products as "one for the pure reader" might be an interesting way to go..

Creating From

Communications Planning Crash Course

Julian Cole

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