News SPLASH

While we didn’t make it to the Oscars this weekend, my friend Robin and I did hear author Kelly Corrigan read from her new book, Lift.  A benefit for the American Cancer Society, it was an intimate group and Kelly had us laughing and crying as she told personal stories and read excerpts from her original best-seller, The Middle Place,  and her likely soon-to-be hit, Lift.

You may have read my blog post back in December 2008 -- I had just seen a very moving video on YouTube, a reading by Kelly from The Middle Place and had a feeling this video would take off.  I tracked the “hit” progress.  In less than 24 hours, the video climbed from 4,000 views to 16,000.  Today, more than 4.5 million people have watched it and The Middle Place is a New York Times best-seller.  From the connection Kelly had with her audience – and what I’ve read so far (the book is in the form of a letter to her young daughters) -- it looks like Lift will also soar.

One marketing strategy I find extremely interesting is her partnership with retailer Talbots.  Kelly was featured along with nine other women in a spread in the recent catalogue showcasing how ordinary women integrate one great piece (from Talbots) into their wardrobe for a signature look.  Additionally, on her book tour, Kelly is giving a number of readings in Talbots stores.  It seems like a win-win for both:  driving traffic to the stores and selling books.  They pegged the demo -- I know for a fact there were at least a few Talbots shoppers at the reading we attended.  And, a little fun fact:  Kelly revealed she has a small but “tasteful” tattoo on her ankle which, by intent, you will not see in the Talbot’s catalogue. 

What cross-marketing initiatives are working for you?

P.S.  I have a signed copy of Lift I’d love to share.  Interested?  Post a comment here with your favorite method for firing up your creative side (some of mine:  scanning a paper/magazine, talking to a stranger, taking a walk).  Tomorrow morning, we’ll randomly pick a winner from those who posted comments here or on the Splash Facebook Fan page (we welcome you to join if you haven’t).  Good luck!

Here's a shot of Kelly and Kyle at the reading.

We've all seen it happen -- the video that travels around the world, gathering viewers as it is passed from person to person.  This can happen with an inspiring call to action like Randy Pausch's "The Last Lecture" or a tongue-in-cheek battle cry like Sarah Silverman's "The Great Schlep."  A friend sent me a video yesterday that moved me enough to forward it to five other friends (an action typically banned by this group!) and I started to wonder if others felt the urge to pass it along too.  So I did a little test and here's what I found:  After just 19 hours, viewership of the video on YouTube grew from 4,000 to 16,000.  In less than half an hour this morning, more than 1,000 people viewed the piece.  Here are the stats:

Dec. 9, 2008, 4:15pm - 4,070 viewers on YouTube

Dec. 9, 5:04pm - 6,004 viewers

Dec. 9, 8:54pm - 8,110 viewers

Dec. 10, 7:41am - 14,514 viewers

Dec. 10, 10:31am-15,535 viewers

Dec. 10, 10:57am - 16,692 viewers

So how does this apply to marketers?  It shows once again that you need to create an emotional attachment with your audience and you don't do this by just talking about your product.  In this case, author Kelly Corrigan doesn't mention her book in the video clip but you can bet sales for "The Middle Place" will shoot up.  In your own business, what is the greater connection to your product?  How can you help busy mothers provide nutrition to their kids?  How can you educate consumers about gasoline so that they see it as more than a commodity?  So, talk about more than your product's specs.  Offer information that educates or entertains and you just might have the next viral video.