‘The Green Book’ Uses Celebs, Tips to Appeal to the Public
“[The celebrities’ involvement] really came about through the authors’ hard work,” she says. “They had the connections, they secured the celebrities’ participation. This book has been one of those situations where things come together in a better way than you could have ever hoped. The fact that they have agreed to let us use their names helps us raise awareness about the book in ways we couldn’t otherwise. But the book stands out on its own because of the content,” she says.
Three Rivers Press and Crown have contributed a wealth of resources to the project. “It’s become one of those books where everyone’s working overtime trying to brainstorm and think outside the box to make sure this is as big as we hope it can be,” Choteborsky says. “We see the book’s potential, so everyone from the publisher to the assistant publicist has been excited since day one.”
The book is getting plenty of promotion in advance of its June 19 release with a campaign centered around insightful and practical tips for individuals looking to do their part for the environment. “We believe the next generation of the green movement is going to be about what individuals can do to help maintain the health of the planet. ‘The Green Book’ is the perfect guide to those choices, and our marketing campaign focuses on making the green movement accessible to the average American,” notes Choteborsky. “… That’s why much of the promotion is focused on tip-a-day campaigns that highlight the ease of the solutions and the actionable advice in the book.”
The aggressive publicity and marketing plan includes a tip-a-day e-mail campaign distributed to visitors who opt in via the book’s Web site, ReadTheGreenBook.com. All Crown employees’ outgoing e-mails will also include a signature promoting the book’s release and urging recipients to refrain from printing e-mails—another tip straight from the book.
Matt Steinmetz is the publisher and brand director of Publishing Executive.