Frank Delaney
A multi-dimensional, fully integrated traditional and New Media campaign and branding assignment.
More than ever, top authors must become branded entities, if they’re to garner multi-million dollar book deals and an avid, committed reader base. Although I’d suggest that Dickens and Michener might have something to say about the idea that this as a Twenty-First Century phenomena, there is no doubt that the advance of New Media, the proliferation of digital outlets and the lack of direction in traditional publishing, has created a situation where the author (or his marketing agency) is, indeed, in his own driving seat.
“Author as brand” gave us the tools and the impetus to understand a publishing business model, and to make full and integrated use of New Media techniques, including: web design, Twitter and Facebook content and management, blogs, guerilla media techniques, scheduled contests and a weekly podcast that has garnered 250K downloads in just one year and is still going strong.
Woven through the New Media options, we have also used traditional advertising, (broadcast, print, website and on-screen/in-theater) and Public Relations, expanding our traditional media outreach from radio and television, newspapers and magazines, to branded media websites, book websites and noteworthy blogs.
In addition to the design of Frank’s promotional material, we have also designed book jackets and developed a new sales tool, the Book Sales Sheet.
We track results in detail, and are in the process of developing tools that might balance media input and trace a message trajectory against a variety of goals. It is challenging, but we are beginning to be able to observe some consumer behavior as anticipated, and that is a welcome sight in a new landscape.
