It’s ‘Tea Time’ for Random House
An interview with Chelsea Vaughn, Random House’s director of business development, about the company’s new book-club venture with Celestial Seasonings.
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How is Random House marketing the book club?
Vaughn: Celestial Seasonings is doing most of the marketing for the book club, but we are featuring it in our newsletters and in a banner on our site to get a sense of our audience’s reaction to [it].
Do you have any ideas as to what the demographics of the book club members will be?
Vaughn: It will be especially interesting to look at where the book-club participants come from—in-store advertising, online marketing, messaging on the tea boxes themselves, or other sources. One of the great things about online marketing is the additional data you gain about where people come from and their behavior once they are on your site.
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- Random House Inc.
Amanda Baltazar
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