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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Chamblee adds that 12 staffers helped crash the book’s campaign.
First Things First: Sell, Sell, Sell
The first thing NGB did, says Chamblee, was to create sell sheets to be circulated by the publisher’s sales force. “We did what’s called an e-sell sheet that gave some selling points about the book [and] details on our preliminary marketing campaign … and [our salespeople] got that out immediately to their retail accounts.”
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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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