Why We Did It: New Viral Video Marketing & Online PR Campaign
I will be the first to admit that Phenix & Phenix has always been a firm that has resisted PR fads. We have consistently stuck to our guns amidst the latest crazes in the industry, much to the benefit of our clients. Hard work, a focus on building relationships, creative positioning and savvy promotion have allowed us to deliver national media and launch best selling books for years. For that reason, we have seldom seen the value in changing our approach to building brands for our clients. If it ain’t broke…
However, it is no secret that book publicity is changing. It is not just about landing ink and airtime anymore. If a book does not have significant Web presence in today’s digitally driven marketplace, it is missing out on potential sales and long-term media opportunities. Success stories abound for authors who used the Internet effectively to build their platforms. Just this week Publishers Weekly ran a story about Christian author Anita Renfroe, who will now be making regular appearances on "Good Morning America" after they aired her YouTube video and got a great response. Renfroe posted a creative video online that has now been viewed millions of times:
As was the case with Renfroe, success on the Internet often starts with entertaining, eye-catching visuals. As we did more research on viral marketing success stories and talked with agents & publishers about what they have seen work well, it became clear to us that P&P needed a campaign that focused on building platforms for authors online. We also knew that any online viral marketing and PR campaign we designed needed to be anchored by entertaining and informative video clips of the author.
I won't bore you with the specifics of what is included in this new campaign, as you can read more about it here, but it is important to note that this the first new campaign that P&P has launched in years. We're doing so because we believe this is a direction that both the media and the book industry are headed.
We will be updating the blog with more viral marketing success stories from authors in the coming weeks, so if you have one to nominate, let us hear about it!