Our Hats Are Off To…

January 2001
by Jan Nathan

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The winner of the Award for Excellence and Innovation in Marketing (with budgets in excess of $10,000) had some interesting challenges.

They were introducing a sequel to a book that had already been deemed a holiday classic. The original title was introduced 18 years ago and had so far achieved book sales of 1.3 million. The publishers wondered if their customers would even want a sequel. But the author, Tom Hegg, convinced them that another generation had arrived and the book would definitely be salable.

This follow-up title was introduced at BEA in Los Angeles last year. Their first sale was recorded on July 29, 1999, and their print run was 48,737. The gross sales as of December 29, 1999 were 47,855.

Their goal was to reach the existing base of potential customers (those who had bought their previous book) and to expand into new markets too. They did this in many traditional ways, but as our award states, we look for innovation. Their innovation was the development of an alliance with The Good Samaritan Society and The Lifeplace Stores to co-sponsor the first annual “Remember Me Day.” This gave the publisher extensive national publicity in new markets. On Saturday, December 4, 1999, Remember Me Day was launched to honor the memories and traditions of seniors during the holiday season.

The Good Samaritan Society is the largest nonprofit provider of long-term care in the country. LifePlace is a retail and online merchant of assistive products…IBPA Members – Click here to view the full article (login required).

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