Penguin Publishing's Consumer Journey Map
1. As a young child in California, Alex is first introduced to Penguin Publishing through classic Roald Dahl books assigned to him in grade school. The books he reads are a combination of hand-me-downs from his parents with yellowed paper and cracked spines and brand new editions that, while seeming so fresh and new, have the familiarity of the the hand-me-downs.
5. More films continue to be released based on classic Penguin books. These films serve as a reminder to those who have read the books of the wonderful novels that exist within Penguin's portfolio. These films also engage those who have not read the texts they are based on, specifically with regards to younger audiences. In order to augment these associations, Penguin rebrands some classic texts with new covers matching their cinematic counterpart's posters.
6. As Alex enters college and he begins reading books chosen not for their classic Penguin jacket, but for what he is interested in and what is recommended to him. What he often doesn't realize is that these literary works are frequently published by Penguin as well and he finds comfort in finding the small penguin iconography on the cover or inside jacket which has now, in his mind, become a sort of stamp of approval for the book he is about to read.
7. With the proliferation of social media, Alex is inundated with reading suggestions. To continue acting not only as a publishing house, but as curators of content, Penguin launches the first ever twitter book club using "The Fault in Our Stars". Each month Penguin picks a book for this club and in addition to having a month-long discussion via twitter, invites the author to tweet for an hour with fans. This keeps Alex engaged with Penguin Publishing and new books it is publishing.
8. As technology evolves and more people choose to due their reading via tablet, Penguin continues to stay engaged with its consumer base by offering eBooks, ensuring the same branding and brand experience along the way. Alex now has both physical and virtual bookshelves of Penguin Publishing works.
9. Penguin's works continue to be made into movies with subsequent rebranding of their original covers to match the films. These films are chosen in part from the information the company has gleaned from its consumers through social media. In addition, Universal pictures signs a first look deal with Penguin ensuring more Penguin films for years to come.
10. Now that Alex has a job and spends so much time in the car commuting, he finds himself listening to podcasts often. Fortunately, Penguin offers podcasts now where authors, comedians, musicians, historians, actors, business leaders and philosophers come into the Penguin studios with five objects that inspired and shaped the writing of their latest book. This is another touchpoint that Penguin uses to keep Alex interested and engaged with their products.
12. In order to stay engaged with consumers through social media and continue the positive associations with the brand, Penguin launches its #giveabook campaign via Facebook and twitter. For every hashtag #giveabook used, Penguin will donate one book to the literacy charity First Book, up to 35,000 times. Penguin also includes a giving map so consumers can help decide where the books are donated. This positive publicity and consumer engagement is priceless.
13. Now that Alex is in the giving mood he decides he would like to give some books as gifts during the holidays. Fortunately Penguin had just launched their recommendation hotline. Alex can visit the dedicated Penguin Hotline site, fill out a form that describes his loved ones’ interests, and then a PRH employee will reply with a detailed, personalized recommendation for that individual. The recommendations are publisher agnostic.
14. As Alex takes some time off and travels the world, he is still able to spot classic penguin book jackets in second hand stores, large book stores and airport kiosks and is frequently drawn to them with the knowledge that they will be good reads. Penguin's ability to stay up on trends while simultaneously staying classic has delivered a seamless brand experience for Alex. In his backpack he has a paperback, a kindle and an ipod all filled with Penguin works.
16. As Alex begins searching for information on some older Penguin classics he is directed through the company's social media to their newly redesigned website. The new site's aim is to act as an imdb for Penguin books, and of course is seamlessly branded in the iconic orange and Penguin fonts. Alex bookmarks the page and finds himself on it frequently.
17. Now that Alex is in grad school and has tiny bit of free time on his hands he finds himself watching more television, but as a cord cutter, he does it online. Low and behold Penguin Publishing now has a Youtube channel. Similar to its podcasts, the channel has interviews with prominent authors, critics, actors, etc in addition to book trailers. Watching this channel increasing Alex's monthly Penguin purchases.
20. Through Facebook, a friend recommends that Alex check out a new website: signature-reads.com. The site is filled with book and movie reviews, interviews, and information on culture and current events. Alex enjoys the site for months before realizing that it is also a Penguin Publishing creation which only increases his affinity for the brand.
21. Alex realizes he is having a hard time connecting with his young cousins and is desperately looking for a solution. He, of course, looks to Penguin and learns that they have signed a deal with Cartoon Network to create novels based on television characters, another perfect way to engage people of all ages and to stay current.