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For ten years I was a proper PAYE employee, selling the likes of frozen food, tennis shoes and booze. For the next ten years I was freelance, selling money in the form of mortgages and investments. At some point I was invited to give a guest lecture at the Chartered Institute of Marketing. Given that I was seven months pregnant, I probably should have declined. Instead I pulled on a pair of black trousers with an oh-so-attractive stretchy panel fetchingly topped by an elastic waistband (for that little known waist that is in fact directly beneath your breasts), buttoned the matching black maternity waistcoat (what joker thought of that) and drove to Cookham.I wasn’t nervous, until I opened my mouth and realised that my lung capacity, whilst adequate for conversations where you only have every other turn and the person is close by, wasn’t up to the job. I cut short my introduction, offering the delegates a chance to say a little about themselves while I recovered my composure.
My subject was segmentation. Bread and butter stuff. I had all sorts of examples from the world known as FMCG (fast moving consumer goods), from retail and from financial services. All I had to do was teach the theory, show examples – the brilliant dog food slides were ready and waiting – and then relate it to the fields they were working in. I could do that with or without oxygen.The first attendee mumbled her name and said that she worked on treated mosquito nets. My mind gave a sarcastic ‘yippee!’ Never mind. The others were bound to be working on cars, shampoo, biscuits . . . something I could relate to.
The conch was passed round the room. My confidence ebbed. My smile became as fixed and unresponsive as my twenty-something pupils.
It turned out that I had a global monopoly on marketers of mosquito related products.
Inside I did the equivalent of a refusal at Becher’s Brook.
Whether it was the peppering of the content with irritating little breaths, the hideousness of my maternity waistcoat or my lack of engagement with the mosquito market, by the time I got to the segmentation of the dog food market, I’d lost them. A shame, because it was my favourite part.
Here’s the gist:
Categorising dog food in terms of form – dry, wet, raw – or flavour – lamb, rabbit, chicken – didn’t help marketers understand how to make their products attractive to dog owners. Nor did using the breed, age or size of dog. Research showed that the most meaningful way of sorting the market was by looking at how dog owners thought about their dogs.
Four segments were identified that most influenced the type of dog food chosen:
Dog as grandchild – indulgence
Dog as child – loveDog as friend – health and nutrition
Dog as dog – cheap and convenient.
My audience woke up slightly. Proof that a pet can always be relied on to liven things up, be it in business or school visits. We had our first interaction of any length, a welcome reprieve for my pulmonary gas exchange. The treated net marketers had never considered the relationship between dog and master.
Had they not read The Call of the Wild? Seen Bill Sykes mistreat Bull’s Eye? Or Hagrid berate cowardly Fang? Timmy was surely as much a friend as Anne, Dick, Julian and George.
They eagerly volunteered product names and quickly slotted them into the four segments.
Cesar Mini Fillets in a foil tray – Dog as grandchild
Asda Smartprice Dog Meal. – Dog as dog
Pedigree Chum Chicken – the clues in the name . . .
In what was overall a pretty grey-with-clouds lecture, I enjoyed the little spell of sunshine. Motivation wasn’t something mosquito experts thought a lot about. They thought about geography and insects and shelter and disease and mosquito net fixing kits. They didn’t think about what might be on the mind of the traveller, setting off alone to try and find traces of the Hairy-nosed Otter in Borneo, or maybe the traveller’s nervous father, buying the very best treated mosquito net for his passionate but impractical son.Quite why my inner voice chose the words Synopsis as friend, inextricably linked in my hippocampus to Dog as friend, who knows, but it made me reflect on my changed relationship with synopses.
My first few books grew in a free spirit sort of way, meandering towards a vague nirvana shrouded in uncertainty. The synopses written afterwards, if at all.
This was: Synopsis as bureaucrat.
This was: Synopsis as unwanted dependant.
I developed the beginning, middle and end of the story, my lovely publisher made a few suggestions and then I forgot about the four-page plan until there was a problem, at which point I reluctantly referred to it.
The synopsis for the sequel, however, is printed out and has its own space on my desk. It feels reassuring. Trustworthy, but not prescriptive.
857 words in, with 50 000 ish to go, I’m glad that I’m not alone.
This is: Synopsis as friend
I even enjoyed the discipline of writing it.
Tracy Alexander
0 Comments on Synopsis as Friend by Tracy Alexander as of 6/7/2014 5:01:00 AM
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How lovely that Billie B Brown gets invited to parties. That's too cute. And, it's good that you didn't know about publication. Sometimes when I sit with writers and we talk about all the details of what publishers want, I think it hinders our process. Thanks for sharing your story.
Hi Stacy,
Thanks for your lovely comments about Sally's interview and for following my blog :)
I agree! I read a lot about how to write which is a good thing, but I think it's time for me to put the books aside and just write.
Hi Stacy, yes thanks for your comment. I agree, I certainly feel more pressure now to meet other people's expectations, rather than just my own. Having said that, I feel the more I learn the better writer I become.
Sally
Thank you Sally for allowing me to interview you. I'm so delighted, being a huge fan of your illustrations and your books. My daughter, Sienna talks about you like you're good old buddies. She has every Billie B Brown book and she wants to be your latest book, Spotty Dress.
As her reading ability progresses she still wants more Billie. I hope there's more Billie in the pip line for the next reading level.
You know you've touched your reading audience when children invite your book character to parties and they can't wait to read their next adventure.
Well done, Sally. Sienna loves reading now and it's because of Billie... and you of course. :)
How wonderful, Sally, to have the gift of writing, AND of illustrating. When the two meet up in children's picture books, I am almost dizzy with delight!
Thank you Renee and Book Chook. Mostly I just feel extremely lucky that I'm able to make a living from something I love doing!