Launch Pad: Crashing a Marketing Campaign
How National Geographic Books turned a TV movie into a book in just three months—and just in time for the pope.
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For starters, her team has successfully pursued a number of arrangements with national religious organizations featured in the book, like the Southern Baptist Convention, which will permit e-mail blasts promoting “In God’s Name” to be sent to their members.
But what truly sets apart the campaign of “In God’s Name” from other NGB books’ marketing efforts was the launch of a Facebook page. “As we were doing our research, we were amazed by how many religious and spiritual organizations are reaching their followers and other interested people through Facebook,” Chamblee says. “So … we thought this would be a great way to reach out and leave no stone unturned.”
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Matt Steinmetz
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Matt Steinmetz is the publisher and brand director of Publishing Executive.
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