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Extra: What type of marketing strategy did you employ with this book?
Pitts: Much of our success can be attributed to a word-of-mouth campaign. This campaign of sorts came directly from our customers. One person would buy “The Elf on the Shelf,” and they would tell two or three of their friends and family members about it. As Malcolm Gladwell pointed out in his book, “The Tipping Point,” we reached the "connectors"—those who link us up with the world and have a knack for making friends and acquaintances. Those connectors shared our story, and here we are.
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Heather Fletcher
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Heather Fletcher is senior content editor with Target Marketing.
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