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 says the sales force then put a “special push” on selling to religious bookstores, especially in light of the pope’s pending U.S. tour. They placed particular emphasis on the cities the pope was scheduled to visit.
Next Up: The Publicity Push
The campaign aimed to reach consumers with its message in three primary ways: through the media, through the library and academic markets, and direct-to-consumer.
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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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