Launch Pad: Crashing a Marketing Campaign

The Facebook page features several multimedia components, including a video clip of the film that Chamblee says was already circulating virally on YouTube. Her team also created a “book study guide” and included it on the page.

Another effort warranting a mention is Chamblee’s intent to tap a new feature being launched by Barnes & Noble—what she says they’re calling Book Trailers. “They’re sort of like a video commercial that they’re putting up on BN.com—and you can certainly make it available to Amazon or any of the other retailers, or just put it out virally—and it can be motion video or just stills from the book. It’s basically just a clip that advertises the book, and we’re creating one,” she says.

Chamblee is reluctant to specify how many books have sold in its first few weeks on the market, but she does say, “It has started off very well. We’re pleased with how it’s moving.”

She adds that NGB is especially excited about its prospects for the holiday season. “We definitely plan to re-promote this [at that time]. It’s going to be a terrific gift book. The package is gorgeous, and we can definitely see this on the front-of-store gift-book tables.”