Believe It or Not, Ripley’s Latest Launch a Hit
The campaign will run through the holiday season, says O’Brien. “Christmas is definitely our target. I try to make it a point to discuss the gift angle during interviews. The price point is perfect for a Christmas gift, and the quirkiness makes it unique,” he says.
Joanne Moyle, of J.E. Moyle Consultants, who works with O’Brien on the book’s marketing and publicity, says, “The Remarkable … Revealed” is backed by a $600,000 marketing budget. “The lion’s share of that budget is set up for co-op advertising, in-store displays, front-of-store displays, etc. It also includes fees for marketing and publicity, and expenses such as travel and other expenses related to flying in BION performers for TV media opportunities during the promo campaign,” she says.
Matt Steinmetz is the publisher and brand director of Publishing Executive.