Bringing A New Book to Market
How can an organization known for leadership frameworks developed in the 1980s position itself as a modern pioneer in change management?
Challenge
Consulting firm Kotter tapped The Bliss Group, their agency of record for almost 15 years, to develop and execute a year-long thought leadership and integrated marketing campaign promoting the release of a new book, Change: How Organizations Achieve Hard-to-Imagine Results in Uncertain and Volatile Times.
Solution
Bliss developed and executed an integrated marketing plan to drive book sales, establish the research shared within the book as the basis for effective change management strategies, and elevate the presence of up-and-coming consultants. This campaign included a blend of media relations, LinkedIn articles, organic and paid social content, and live events.
In the months preceding and following the book’s release, media relations served as the key thought leadership and brand awareness vehicle. Building on the media momentum, we created a visually engaging social media campaign with animated graphics that brought new research and case studies to life, ultimately driving traffic to the book’s landing page. Paid display and video ads across Facebook, LinkedIn, and Twitter invited targeted audiences to engage with online sales platforms. Live events with the book’s authors allowed the consultants to further connect with key audiences in a more interactive way.
Impact
The paid, earned, shared, and owned (PESO) approach yielded top-tier results, including earned media placements in publications such as Harvard Business Review, MIT Sloan Management Review, US News & World Report, MarketWatch and others. The paid social campaign secured more than 6.8M impressions and 543 new followers. Bliss tailored the messaging to Kotter’s key audiences to promote Change across multiple channels, driving engagement on e-commerce platforms and increasing overall brand awareness, while establishing up-and-coming consultants as leading voices in modern change management.