Even when novelists dream of fame and fortune few probably
Even before the screenplay is written a partnering-inclined movie producerjoined forces with a publisher to launch a huge promotional campaign for the book from which it will be made – Nicholas Sparks’ Safe Haven.
This is a first.
The partners' plan is to build buzz and momentum for the September 15th book launch and continue the campaign through next year so that avid fans share the news and fill those movie seats when the movie comes out.
The producers of the movie, Eat Pray Love have partnered to co-promote manytie-in products, yet they might have generated more sales by starting sooner - adopting a similar book/movie build-up.
Of course it helps that Sparks has a jaw-dropping track record. Each of his previous books usually has over 2.5 million copies in print. Six have already been made into films. In case you’re interested in the winning formula, Safe Haven is an action thriller and a love story. Some call his formula schmaltzy yet the books sure do sell.
Grand Central Publishing is the publisher and the movie producer is Relativity Media, the firm that's delivered a string of hits including Mamma Mia! and Evan Almighty.
As Randall Cox, head of Relativity's digital properties suggests, "The social community has evolved to the point where audiences want to be engaged, not just sold to."
Here are eight elements of this leveraged partnership that smaller businesses or other organizations could adapt and emulate:
1. Explore ways to have a staggered over time, multi-part promotion with your partners – like this book, followed by the movie roll-out. For example co-create a product, then roll out new features of it and/or special versions that serve specific situations and/or niches.
2. Join forces with your partners in creating online sites. For example, Grand Central Publishing and Relativity will co-create a Facebook page for the book that will also give updates on the movie in the making. Sparks already has 148,010 followers on his Facebook page where he invites fans to name their favorite actor who appears in one of his films. (Hint: multiply the easy ways fans and customers have to participate and brag about it.)
3. Ask customers, prospects and fans for their input in designing or refining your product, service, program or cause. For example, Relativity will consult fans on who to cast for the movie parts.
4. Co-host ongoing web-based interactive experiences and a series of contests.
5. Offer prizes to contest winners that recognize and reward them in ways that relate to your project. For example, prizes may include a meet-and-greet with Mr. Sparks and a walk-on role in the movie.
6. Provide events for customers and fans and video them in action and when giving their own stories of why they love your product or project. For example, a videographer will cover fans when Sparks goes on his extensive book tour. The video vignettes will be titled and the participating fans named when the videos are placed on the partners’ sites and on YouTube where there’s already an Authors@Google series and author, Gretchen Rubin has even created her own branded YouTube channel.) Viewers will be invited to comment on the videos and to share them.
7. Keep an eye open for new ways to distribute your product. For example, 30 Relativity-produced movies will be sold by Netflix to be streamed into homes.
Look for distribution channels that enable your kind of clients to see you product when your competition isn’t even in sight. Here’s one partnering scenario to prime the pump of your creating thinking:
What if those involved in local dog parks banded together into a national association that included an online community? They could attract underwriting to cover the costs of avid pet owners and dog park creators and managers learning from each other, including how to advocate for local support of such parks.
A maker of comfortable walking shoes (The Walking Company) and an outdoor-oriented clothing (Land’s End) could be recruited as community underwriters/advertisers – giving them the opportunity to be exclusive partners in their kind of product category.
8. Look for relevant tie-ins to create more profit centers. For example, since Sparks' books and movies have romantic themes, there could be product tie-ins with Valentine’s Day and/or special group offers such as Double Date nights at the movies where any two or more couples who see the movie together get gift coupons from partnering clothiers, restaurant or chocolate store chains.
Kare speaks, writes and consults on quotability and collaboration – vital traits in this increasingly bottom-up, complex, connected world. See how much others accomplished in just an hour of phone coaching with Kare http://www.sayitbetter.com/coaching.php - or bring her to speak http://www.sayitbetter.com/meeting_planners.php This Emmy-winning former NBC and Wall Street Journal reporter is the author of Walk Your Talk and Resolving Conflict Sooner. Voted one of Top 5 speakers on Communication: http://speaking.com/top5/ Two of her blogs are featured on http://collaboration.alltop.com/
http://listiki.com/best-list-of-collaborationrelated-sites-and-books/kareanderson
Posted via email from Kare Anderson on Coummunicating to Connect
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