Blog Header
The Insights Blog

Dedicated To Helping Readers
Be More Interesting
Since 2004.

As Featured In:

5 Case Studies in Reinventing Book Marketing

Add to: | blinklist | del.cio.us | digg | yahoo! | furl | rawsugar | shadows | netvouz

A quick look at any marketing industry publication over the last few weeks will yield more than a few examples of how authors and publishers are getting smarter about marketing.  As more and more outlets compete for our attention, from blogs and new media to personal media, books must struggle to find their place.  Here are 5 smart case studies on how authors or publishers are fighting the free PDF and getting smarter about marketing their books:

  1. The Long Tail and Author Blogs – Book authors, particularly those of business books, have uncovered the power of blogs to amplify their voice, connect with readers and help promote their books.  Chris Anderson effectively took a concept from an article penned for Wired Magazine and collaborated with readers on his blog over more than a year to write The Long Tail.  Now his blog is providing a forum for him to respond to criticism and even ultimately help market the book further.  Guy Kawasaki also noted that after starting his blog, he saw sales of his books on Amazon rocket upward.  Bottom line: Author blogs provide a direct relationship between authors and readers that has an impact on sales.
  2. Seth Godin and the Big Moo – As one of the most innovative marketing thinkers out there, Seth applies his smarts to marketing every book he releases.  For The Big Moo, he launched a word of mouth marketing campaign that encouraged people to buy a case of 100 books for only $50 – and then distribute these pre-release books to colleagues.  The concept was an effective way to build buzz and get the books into the hands of influentials.  He also has some other great advice for authorsBottom line: Bestsellers are driven by influentials recommending the book to others.
  3. Amazon and the Browsing Experience – When it comes to new thinking on integrating the power of social media with the book buying experience, Amazon is consistently ahead of the pack.  From their pioneering of the "look inside" concept (which others are now reproducing) to their recent introduction of "Plogs", Amazon provides many ways for readers to learn about a book, discuss it, and ulimately buy it easily at a price below most local bookstores.  Bottom Line: Providing readers with detailed information and commentary about a book goes a long way to closing the deal.
  4. BuzzAgent and Penguin Books – In one of the more wide reaching signs that the book publishing industry is also willing to move beyond traditional marketing, Penguin has created the Penguin BuzzAgent Channel specifically for launching new books.  Through the channel, Penguin is able to get their new releases into the hands of BzzAgents, who will read the book and talk about it with others.  Best of all, the BuzzAgent model provides strong metrics and reporting to illustrate clearly the power of WOMBottom line: Measurable WOM campaigns provide transparency and often have stronger ROI than other marketing methods.
  5. Book "Trailers" with Online Video – This is a new concept that has gotten some interesting press this week, including a feature article in the NY Times (via MarketingVox).  Taking the concept of the book jacket description one step further, publishers are experimenting with using online video tell a short promotional story about a book to entice readers to open it.  While some may argue with the appropriateness of this tactic as it can unfairly hinder the imaginative qualities of books … with a new generation more accustomed to video messages than any other, this may be one of the only ways for books to capture attention.  Bottom line: As media fragments and attention spans reduce, integrated marketing ideas will help reach  audiences.

In addition to these strong case studies, there are also a number of other trends to watch, including product placement in books, the (accidental or scripted) reemergence of out of print books, bloggers will start to take content from their blogs to create books. As authors and the book publishing industry continue to find smart ways to reinvent themselves, watch for other industries (like music and radio) to start paying attention and copying their ideas.

technorati tags: books book bookmarketing publishing blogs sethgodin bigmoo guykawasaki amazon b
uzzagent
bzzagent penguinbooks longtail chrisanderson leegomes thelongtail productplacement postsecret music radio marketing advertising wom wordofmouth printing rohitbhargava rohit bhargava

del.ico.us tags: books book bookmarketing publishing blogs sethgodin bigmoo guykawasaki amazon buzzagent bzzagent penguinbooks longtail chrisanderson leegomes thelongtail productplacement postsecret music radio marketing advertising wom wordofmouth printing rohitbhargava rohit bhargava
icerocket tags: books book bookmarketing publishing blogs sethgodin bigmoo guykawasaki amazon buzzagent bzzagent penguinbooks longtail chrisanderson leegomes thelongtail productplacement postsecret music radio marketing advertising wom wordofmouth printing rohitbhargava rohit bhargava

5 thoughts on “5 Case Studies in Reinventing Book Marketing”

  1. Pingback: chicagokatrina
  2. As always your pithy posts lead to a wealth of ideas – so I referred to this one today in my blog. You’d be an ideal teleclass presenter for SpeakerNet
    … another fan of Rohit

    Reply
  3. You are a very perceptive writer. Your book marketing advice which I’ve gleaned from reading a number of your posts is spot on. And I ought to know, since I wrote the book on marketing books.

    Reply
  4. Love the case studies—always an effective way to learn and grow, and, at someone elses expense. Will be sharing this link with my “audience” (AuthorSmart.com) in this week’s newsletter.

    Reply

Leave a Comment

Vector Smart Object

About Rohit

A keynote speaker on trends, innovation, marketing, storytelling and diversity.

Rohit Bhargava is on a mission to inspire more non-obvious thinking in the world. He is the #1 Wall Street Journal and USA Today bestselling author of eight books and is widely considered one of the most entertaining and original speakers on disruption, trends and marketing in the world.

Rohit has been invited to keynote events in 32 countries … and over the past year, given more than 100 virtual talks from his home studio. He previously spent 15 years as a marketing strategist at Ogilvy and Leo Burnett and also teaches marketing and storytelling as an adjunct professor at Georgetown University.

He loves the Olympics, actively hates cauliflower and is a proud dad of boys.

Rohit Bhargava About (1)

Speaking

Do you need a speaker that can help your audience be more innovative and anticipate the future?

For more than a decade, Rohit Bhargava has been inspiring audiences at NASA, Disney, Schwab, Microsoft, SXSW, Coca-Cola and hundreds of other clients with his signature non-obvious keynote presentations. He is a master at weaving recent stories into his talks in a way that helps audiences better understand the world today, while also preparing to lead the future.

Non Obvious Insights
Layer 97
Non Obvious Insights Newsletter
Layer 118

Skip the obvious and anticipate the future with our weekly newsletter. Join over 25,000 subscribers and start receiving the stories (and insights) you’ve been missing.

Books

#1 WSJ & USAToday Bestselling Author

Rohit is the author of 8 books on trends, the future of business, building a more human brand with storytelling and how to create a more diverse and inclusive world.

Vector Smart Object

Contact

Have a Question or Inquiry?

Just fill out this form, and we’ll get back to you within 24 hours!

About You

What Are You Contacting Us About*:

Your Message