Fifty Shades of Marketing
The success of 'Fifty Shades of Grey' has swept the world, prompting thousands of articles, a wide range of products and a slew of marketing campaigns. Unlikely alliances have emerged in those organisations rushing to condemn the book's content: the Christian right and the feminist movement do not often share an agenda but they have both criticised the book and gained valuable column inches for their own organisations as a result.
And the marketing lessons for those authors hoping to emulate the book's success? Well, the author's husband has stated there was no massive marketing campaign in the beginning. It was word-of-mouth that propelled the book to the top of the book charts. Of course, some have argued that the book's beginning as fan fiction meant it had a ready-made market. Tapping into an existing community can definitely help to gain publicity, and end users for any product.
With the author, EL James, undertaking a book tour of the US, and a film in the pipeline, the furore surrounding the book looks as though it will continue for a little longer.
Meanwhile, if you are a fan of the books, don't forget to check out the great competition from our client, LumenTights. To enter simply 'like' their Facebook page at www.facebook.com/lumentights
When they reach 200 likes, one lucky winner will receive a gorgeous stockings hold-up set.
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