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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At the same time, NGB partnered with an advertising agency on a promotional radio campaign in which the agency approached popular stations in top markets, offering the stations free copies of the book to give away to listeners in exchange for an on-air mention.
“We’ve had quite a bit of success with this technique. It yields up to 5 million impressions,” says Chamblee. “The nice thing about it is the actual radio host is the person that reads your advertising. So you’re sort of connecting with the listener, because their own host is [talking about the book]. And if the host likes your book, they might go on and on talking about it.”
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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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