Post on 20-Aug-2015
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Handlebar/C. Grant & CompanyConfidential
HandlebarC. Grant & Company
Integrated Marketing and Publicity
ICRS 2013 Overview
Handlebar/C. Grant & CompanyConfidential
Where is your finish line?Bestseller
Influencers talking about your title
Author relations and support
Efficient processes
A trustworthy partner
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#1 on Amazon
#1 on Amazon
New York Times
Bestseller
New York Times
Bestseller
Handlebar/C. Grant & CompanyConfidential
Obstacles to the end goalStaff cuts
Budget cuts
Quickly shifting technology
Personnel changes (or long-term leave)
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Lessons from our relay team
There is no cookie cutter way to achieve your goal
Each book’s audience is unique, requiring targeted platforms and custom, integrated campaigns
Consistency is key
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Handlebar/C. Grant & CompanyConfidential
Shift gears with us
Google Adwords (Certified)
Author Relations and Support
Blog Tours
Multiple Proprietary Social Platforms
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Publicity
Research
Content Marketing
Social Contests / Giveaways
As a full-service marketing agency, we do all of this and much more. And we fully integrate each
campaign to give you the most bang for your buck.
Handlebar/C. Grant & CompanyConfidential
It’s all about teamwork...
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Publishing Strategy
Research and Product Development
Advertising and Promotion
Community and Content Marketing
Author and Managed Services
Publicity and Corporate Communications
Handlebar/C. Grant & CompanyConfidential
...and Integration
Our big idea is this: we integrate each campaign with strategic marketing and publicity. We target each book’s audience using the right tools for publicity, traditional marketing, social media, sales promotions, and author tools and training.
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AdvertisingPrint
Digital
Google (Certified)
Facebookaverage 1 - 2% click-through rate (FB average CTR .05%)
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In short
We offer digital and SEM marketing through use of PPC campaigns utilizing CPM, CPV, CPA, CPE and CPC pricing models to drive ROI.
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Author Services
Author training
Social media support
Long form content
Websites
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“[As a result of the training] I have a tentative plan to schedule
out a bunch of posts and get blogging onto my productivity calendar...
Handlebar really helped me figure out a way to brand myself that doesn’t
feel too restrictive.”-Marcus Goodyear, Senior Editor,
TheHighCalling.org
Handlebar/C. Grant & CompanyConfidential
Authors represented include...Karen Kingsbury
Ted Dekker
Beth Moore
Frank Peretti
Rick Warren
Randy Alcorn
Rebekah Lyons
Craig Groeschel
Ken Canfield
Lysa TerKeurst
Shauna Niequist
Shane Claiborne
Philip Yancey
John Ortberg
Susan May Warren
Wanda Brunstetter
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Handlebar/C. Grant & CompanyConfidential
Blog Tours
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More than 2,000quality, targetedbloggers availableto review
Bloggers also post reviews at online retailer sites
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Twitter parties
Facebook parties
Social contests
Fan and email acquisition
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Community Building
Handlebar/C. Grant & CompanyConfidential
Content Marketing
Articles
Social content
Author Skype interviews
Wiki’s
Curriculum
Ancillary products
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Read more than 22,000 times
Handlebar/C. Grant & CompanyConfidential
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1,000
2,000
3,000
4,000
Engagement Start Engagement End
Subscribers
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Handlebar/C. Grant & CompanyConfidential
PublicityStrong, current media relationships in Christian and general trade
Proactive approach to creating hooks and media opportunities
Strong integration with social media and marketing
Proprietary channels to complement Vocus and reach new segments
Innovative, real-time reporting capabilities
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Handlebar/C. Grant & CompanyConfidential
ResultsOlympic Gold Medalist
Gabby Douglas’ “Grace, Gold, and Glory: My Leap of Faith”
300+ media hitsincluding:
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Rebekah Lyons’ Memoir “Freefall to Fly”
Media hits include:
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Corporate Communications
Integrated, strategiccommunications
Build the overall brand ofthe publishing house
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“Handlebar is one of the very few fully integrated marketing firms
serving publishers. They achieve measurable results by customizing the best
mix of tactics to meet the objective for each of our book projects.
I’d recommend them highly.”
-Steve Sammons, EVP, Zondervan
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ResearchCover / Title
Storyline
Trends and Topics
Handlebar Central highly segmented research panels
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I really feel my opinion counts as a part of the Handlebar family.
Being on the Board of Bloggers has benefitted me and my family.
I love it!-Jamie J., Blogger
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Our Own Fan Base
Proprietary blog, radio, and email lists
Book giveaways
50+ Twitter accounts
Niche Facebook pages
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“I feel like the books you send to review are much better than many I
receive....the kind I treasure and hope to reread over the years.
Thank you so much.”-Geni W., Blogger
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Our Proprietary Blogger DatabaseMore than 2,000 bloggers, including segments for:
LibrarianMediaBook Club LeaderPastorBookseller
Handlebar/C. Grant & CompanyConfidential
Book GiveawaysTweet to enter
Form entries
Each paid giveaway captures hundreds of emails
Generate more than 400,000 Twitter impressions in 5 days
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Handlebar/C. Grant & CompanyConfidential
Proprietary Twitter Accounts Include...
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Name Followers
@librarianvoices 6,547
@homeschoolsbest 3,445
@abcmoms 5,674
@momswhobelieve 3,482
@dadswhobelieve 4,769
@newchristianbks 6,492
@faithfulblogs 4,575
@churchinsights 2,697
@faithfulbooks 4,389
@faithfulreviews 3,469
@faithfulsahm 2,682
@faithfulparent 1,334
@christianbksnow 2,662
@topnewbooks 4,335
@todaysnewbooks 3,108
@youthmininfo 4,469
@youthpastorinfo 5,430
@reading2kids 2,579
Total 69,559
Handlebar/C. Grant & CompanyConfidential
Chris Grant -- Former VP Marketing for all divisions of Zondervan and Christianity Today (CTi); Fortune 500 CMO (ServiceMaster); award winning marketer
Keri Wyatt Kent -- Lead content and community manager; multi-title published author (Revell, Zondervan, IVP, Bethany House), blogger and speaker
Mark Neal -- Lead digital advertising, SEO, content and app development efforts; journalist, published C. S. Lewis scholar
Julie Busteed -- Project manager for all Handlebar marketing campaigns; administrative lead at ServiceMaster, Moody Memorial Church and The Christian Working Woman
Vicky Lynch -- Lead publicist; former Tyndale House and SourceBooks publicist and Barnes & Noble community manager
Tiffany Self -- Strategy lead for Handlebar marketing campaigns; former media relations director for Wheaton College (Ill.)
Bill Paetzold -- Creative and design lead; former creative director at Tyndale House
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Handlebar Team
Handlebar/C. Grant & CompanyConfidential
Our Not-So-Secret
Secrets to SuccessWe work with people we like on projects we believe in
We build teams for clients that would be cost-prohibitive to hire internally
We integrate across disciplines
We create complementary platforms
We’re easy to work with and accountable
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Handlebar/C. Grant & CompanyConfidential
Thank You
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tiffany@handlebarpublishing.com julie@handlebarpublishing.comkeri@handlebarpublishing.com mark@handlebarpublishing.com