Wednesday, October 6, 2010
Sharing: A New Marketing Strategy
Here's a unique marketing strategy I heard about-- scatter books around like seeds and hope someone walks off with them or shares one with a friend, colleague, or family member. That's just what Sterling Publishing did all day yesterday, distributing their book of the month, The Law of the Garbage, all over Manhattan, starting with sanitation workers at 4:30 in the morning, to convey the book's message of gratitude and generosity. Armed with a couple of copies of my own, I spent the drive into work wondering where I would strategically leave my extra copy to have maximum success. I also pondered the book's garbage truck metaphor, considering less how people dump on me, but instead how I can dump less on others. NOw that's an idea worth sharing.