I came across a fascinating article while digging up some book marketing strategies for one of our self publishing authors. The site is called DoshDosh – and it’s pretty much an all-around blog about internet marketing.
I am a tremendous believer in ‘guerilla marketing‘ – which pretty much is any kind of awareness you can create for free – and ambush marketing (in many ways) falls right into that category. The DoshDosh offers this defintion, “Ambush marketing is a strategy used by companies to promote their brands at events without paying any sponsorship fees.” Here’s the page on Wikipedia.
One of the most important items in the post is this, “Ambush marketing is opportunistic.” It means that you take every opportunity to turn some news item into something relevant about your book… A long time ago (in the publishing world), and quite possibly in poor taste, I used a pop culture phenom name Antonella Barba from American Idol as a test of the theory that you can tie just about anything to hot news items. I wrote an article on the Dog Ear site about why Antonella Barba should publish a book – and in short order it became one of the most visited pages on our site. Now, the traffic had very little ultimate value (not too many folks searching for that phrase were really interested in reading an article on book marketing, let alone publishing a book) but it did prove and reinforce the value of ‘opportunistic’ marketing
Filed under: ambush marketing, book marketing, self publishing | Tagged: ambush marketing, book marketing, self publishing | Leave a Comment »
