Book industry has been shaken by the digital revolution. The act of reading has not become old, but especially the marketing of books has remained pretty much the same. Too often publishers have regarded digital as an enemy instead of embracing its possibilities. Instead of thinking about being in business of great stories, the publishers and writers have been obsessed with physical copies of the books. That is just a one channel for a great story. Digital can bring many other great channels to bring those stories into life and reach new target audience as well.
James Patterson has benefited from digital change and he was the first writer to surpass 1 million sold e-books. Not surprisingly, he is also a former adman. He knows to buy a good campaign when he sees it:
The Self-Destructing Book – Case Study from Self-Destructing Book on Vimeo.
Insight: Patterson´s books are about binge reading. His fans want to read the book in a one go. The self-destructing book expands this behavior and connects relevantly to the themes of the book. The book remains the same, but the environment where you read it has been altered to suit the mood of the book as well.
Starting with the most devoted fans first is a mechanic that gets thrown too often in idea sessions. Usually the biggest problem is that majority of the brands do not really have those hardcore fans or are even tempting to early adopters. In this case gathering to the small devoted minority makes perfect sense.
Stand-Up Strategy 