Not Famous? Try Piggyback Marketing

When advising authors I try to find ways to use whatever media or organizational platform they have to extend their sales potential. More often than not, the author lacks relationships with large media or organizations. In order to develop a platform for promoting their book I often suggest piggybacking with others who are more well known.

In the May 23, 2010 issue of USA Weekend, the second largest circulation Sunday newspaper insert publication with over 22 million circulation (Parade magazine is the largest with 32 million circulation), there is a wonderful example of piggyback marketing. On the cover is a photo of actor Ashton Kutcher holding barbeque tongs with the headline, "Me. Like. Grilling." and the subhead "Ashton Kutcher reveals the secret to making all your cookouts taste brilliant."

I was intrigued by the idea of a young actor posing on the cover of a national magazine talking about outdoor grilling.

Upon further investigation the actor spends much of the interview, written by Brian Truitt, speaking about his upcoming film releasing next week titled "Killers." He only briefly talks about his interest in grilling, which mostly takes place during his growing up years in Iowa and how his family enjoyed their outdoor grill. Next to the article are recipes and tips written by cookbook author Pam Anderson. Below the photo of Mr. Kutcher are plugs for two photographers, the stylist in charge of his grooming, the prop artist, the company providing his blue jeans and the maker of his t-shirt.

Perfect piggyback marketing. Everybody wins:

• USA Weekend is provided with a great cover article for the beginning of summer
• The actor gets a cover shot on a national magazine while plugging his new movie
• The writer of the article receives great exposure
• Each of the two photographers get a nice project to place in their portfolios
• Both clothing companies receive national advertising
• The stylist also gets good national exposure
• And the author, Ms. Anderson, receives a great plug for her cookbooks

This is a great lesson for new or lessor known authors looking to promote their book. By piggybacking with others looking for publicity it is much easier to gain the attention of well known publications. The same kind of piggybacking can also work in other venues. For example, how about approaching a large retailer with an idea for promoting one of their services. Or think about helping a manufacturer looking for a way to get their product in front of new customers. Piggybacking can also work with organizations wanting to extend their own audience. All it takes is someone with an original idea willing to do the legwork to pull the promotion together.

For example, you are the author of a self-help book on improving relationships between spouses. Why not approach a large circulation magazine with an idea based on the six ways to build a loving relationship with your partner. You convince the editor to use their influence to attract a well-known personality who is in a long successful relationship and is about to star in a new television series. The magazine could also use its connections to find the right combination of writer, photographers and stylists to provide the main cover article while you write a sidebar article affirming how great relationships are maintained. Bingo! You receive national exposure in a large publication which would have otherwise been unachievable.

Take away points:

• If you are not well known you need to piggyback with others to gain exposure
• Magazines and other media are constantly looking for celebrities to feature
• Product makers are interested in placing their products where they will be seen