Morton’s Writes the Book on Steak
The book’s marketing and publicity campaign has been Drake’s responsibility, and he has been coordinating several moving parts since it hit shelves in late May.
“We’ve been working with [Clarkson Potter], along with our national PR firm and then our internal Morton’s [staff] as well,” the 14-year veteran of the company says. “We also have local public relations firms that represent all 70 of our Morton’s [locations] worldwide—so it’s 45 different local agencies—so all of those agencies are also heavily involved in the marketing and promotion of ‘Morton’s Steak Bible.’”
“For us, it’s been a partnership [between Morton’s and Clarkson Potter],” says Rica Allannic, the Clarkson Potter editor who worked on the book. “I think in working with our team, it has been a question of who has the best [publicity] contact … and sometimes that has been us and sometimes, especially in the local markets, it has been the local teams who [Morton’s] counts on and who know how to sell the Morton’s brand quite well.”
Drake’s team is launching a 41-city publicity tour for the book, in which Fritsch will make stops in each city at the local Morton’s where, for $30/person, the public can receive his book, food, drink and the opportunity to meet the author and have him sign the book.
“When Klaus gets into town, we’re pitching morning shows where he’ll make some of the recipes from the ‘Morton’s Steak Bible,’” Drake says. “We’ll also do book signings too.”
Drake says he is not yet privy to the book’s precise sales numbers, but that he has “been told [Clarkson Potter] is very satisfied that they are already meeting initial sales goals.” He adds that Mortons.com sold more than 400 books online in the book’s first three days alone.
Despite the enormity of the three-year book project, Drake says Morton’s did not bring on any additional staff.