She's on Brand

Interview with Mary Anastasiou

Hello again, marketeers! Thanks for joining me here again so soon after my previous post. Who’s on the ‘six random facts about me’ bandwagon on the socials? Love it!

Today is the first in my new interview series, which I named, ‘The Owl and the Pussycat went to Market’! (Yes, I’m the owl). And I’m so pleased to welcome an absolute expert in all things marketing - please say hello to Mary Anastasiou!!! :)

“Without you, there are no books.”

You’ve seen this book, right? ^ Good marketing, right there.

Welcome to my first official Substack interview, Mary! So glad you’re here!

Mary, you are the genius behind your own marketing business, Imagine Creative, with over 35 years’ experience in the field of design and advertising! Woah! Feel free to tell us a little about what’s involved in this role (and can we have some big name-drop action, please?!).

Haha, genius - not quite, but thank you! Imagine Creative is a fully integrated marketing agency. My role as Creative Director sees me working closely with clients to determine the best marketing activities for their budgets. It includes development of high impact creative campaigns for both online and offline marketing activities. In terms of big names, think: Telstra, Nissan, Australia Post, Salvation Army, LJ Hooker, Sanpellegrino, 28 by Sam Wood, Royal Doulton and of course, Larrikin House.

Awesome! Now, let’s talk about your name – the brand, Mary Anastasiou. (It’s a great name, by the way!) In terms of your personal author brand, what kinds of words or sentiments do you want your audience to associate with you when they see your name?

I’ve always said that my aim is to write stories that engage, inspire and empower little people on their journey to becoming big people – so my tagline really was born from this concept. I don’t think there’s anything more exciting that knowing that you’ve created an impact or helped a little one develop a real love for reading.

So, then, what’s your official tagline? (*hopes she doesn’t say, ‘Just do it.’)

The Imagine Creative tagline is: ‘Ideas that transform. Solutions that fly’.

My logo is a butterfly which symbolises growth and change.
My personal brand tagline is: ‘Engage. Inspire. Empower.’

You’re a natural with the picture book genre, but within that, a fabulous rhymer, inspirer and also a real entertainer! (Readers, look at her ‘I Want to Be…’ series, and the awesome ‘Jimmy Bottoms’!). Is it important for you, as a brand, to stick with a certain style?

This is a tricky question because I’m not sure that I ‘fit’ within any particular genre. I write what inspires me. It’s not always funny or quirky. In fact, I’ve written many stories that err on the side of being more emotive or gentle - they’ve just not found homes yet... In saying that though, the last 8 manuscripts I’ve written are quirky animal stories, so maybe I’ll become known as the ‘quirky animal story lady’.

Haha! Love it!

For authors who do explore different styles of writing, like, humour to fantasy to heart-rending to topical, what is the best way they could market themselves so that their audience can easily recognise them / their books in amongst the crowd? Are there one or two main elements that really should be consistent, or is it possible to be a brand with variety, like say, a box of chocolates?

I think as authors we tend to focus on the books and promoting them. We forget that we are the main product. Without you, there are no books. My advice to all authors is to first and foremost focus on building your own brand as an author. Who are you? What makes you tick? What is your writing style? Who is your audience? Then do what you can to build your author profile: Author visits, Podcasts, Social Media, Collaborations…
Build an audience of people who know you, who recognise your name so that when you finally do have a book to promote, you’ve established an audience (and customer base) that are receptive to your new offering.

Think of it like this: If you are a bookstore, and your books are your products -
how will people buy your books if they have no idea about your store much less where to find you?

Excellent advice! Are your two brands, Mary Anastasiou and Imagine Creative, completely separate or do they have a similar ‘look’ and ‘feel’ about them? Why have you chosen to market yourself (yourselves?!) that way?

Yes, they are completely different. Imagine Creative is more a B2B brand (Business to Business) which means that my marketing activity and promotions need to be reflective of the services I offer as well as my design aesthetic in visual. So, it’s far more ‘polished and professional’ than my author brand. My social media and marketing strategy is to provide as many examples, case studies and testimonials of my work as possible as well as industry insights and tips to educate and add value to those seeking marketing advice.

My author brand is very different, and far more relaxed. As I said earlier, it’s more about giving my audience an opportunity to get to know me as a person and as an author. What inspires me, things I love, my writing process etc. Book promotion is then scattered in between when there is a new book to launch, or I’ve done a collaboration with an influencer or reviewer. You’re probably all sick of seeing Jimmy Bottoms at the moment – he seems to be wafting around everywhere!

Nah, we love him!

You also have the role of Creative Director (Book Designer) at children’s publisher, Larrikin House. Can you share with us one primary marketing strategy that you all agree works for the Larrikin brand?

That yellow and that smiley face? Seriously, I think both of these brand elements captured the essence of Larrikin House perfectly. They were integral in ensuring that the house made a memorable impact when we launched.

Also on Larrikin House: Does the team really take their own ideas seriously?

We try not to. For the most part it’s a collaborative team effort to get from manuscript to finished book – although every now and then we let the boss have the final say… lol

Three-part question:

What is your NO.1 TIP for authors, or authorpreneurs, marketing themselves and their books?

Promote yourself first! Remember, you are the brand, and your books are your products.

What is your NO.1 NO-NO for authors marketing themselves and their books?

Honestly, no one wants to see what you had for lunch on socials. Instead, show me what inspires you, show me what you’re working on, tell me a personal story – find ways to connect with me. And please don’t just post when you’re promoting a product. Your audience won’t continue to support you if all you’re doing is selling to them.

And, are there such things as ‘marketing police’ for book marketing offenders? If not, would you do that job, please?

Not sure that I want to be ‘marketing police’ but I’m more than happy to offer mentorship or advice to anyone who’s seeking ideas about how to best promote themselves.

Finally, where will you be marketing this interview?

This interview will appear on all my social channels as well as my website (with permission from Romi of course).

Yes, I give you my permission!

Thanks so much, Mary Anastasiou, and Imagine Creative! (Any other brand names I should know about?)

Maybe Lil’Rebel as this was the original publishing company that I created when I launched my self-publishing journey. It lays kind of dormant these days but the Instagram page is still live.

We’ll check it out! Thanks again! :)

About Mary Anastasiou

A self-confessed chocoholic, pluviophile and lover of all things kid lit, Mary writes books that she hopes will engage, inspire and empower little people on their journey to becoming big people.

With 30 years of design experience, Mary now heads the creative team at indie publisher Larrikin House. Responsible for the creation of more than 60 Larrikin titles, Mary works exclusively with authors and illustrators to create books that (she hopes) will one day become classics.

Author of the much loved 'I want to be...' series, her latest title, 'I want to be a Sports Star' was shortlisted for the Speech Pathology Book of the Year awards in 2022.

And, with three new titles set for release in 2023 'Jimmy Bottoms', 'Julius Squeezer' and 'The Art of Making Friends', Mary is set to continue making her own kid lit dreams come true.

Find Mary at her personal website, Facebook, Instagram.

#Thanksfortouringwithus

Romi x