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Talking books - Exclusively
Exclusive Books has achieved a massive 1 850% return on investment for its live TV book show concept. The initiative saw Exclusive Books owning one SABC 3Talk programme each month for the past year, creating a book club environment where the host, Noeleen Maholwane-Sangqu, and a variety of well-known personalities reviewed a selection of the latest book releases.
Each month the programme was themed to tie in with Exclusive Books' overall marketing strategy.
Besides traditional sponsorship of the programme with opening and closing billboards and stings in and out of the commercial breaks, Cinevation negotiated an added value package. Exclusive Books not only played a major role in determining programme content but also received additional exposure in the form of live presenter mentions during the programme.
Karen Bailey, director of Cinevation, says: "The 3Talk sponsorship delivered exceptional value to Exclusive Books, drawing audiences into the world of books and promoting reading as a pastime.
"Although the client influenced the programme content, maintaining credibility was a major factor for all parties and the celebrities and Noeleen were encouraged to give honest appraisals of the books being reviewed. The on-screen book club atmosphere attracted viewer attention, enticing them to read the books for themselves."
