Page 157 - Visual Marketing
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To promote awareness of the If you like the book (reader) I Success Metrics
book, Edgar created a book hope you might be inspired to
signing invitation postcard that try some of the great products • Book sales have been excellent.
depicts the book on one side, the women make.” • As a business with a social con-
with details about the book sign- As an actual product that
ing on the other, and handed people can use, it tends to be science, it’s not all about money.
them out at professional events. valued enough not to be thrown Says Edgar, “I hope telling the
Not unusual, right? But what out like so many items given at artisans’ stories will help them
makes the postcard stand out events. to grow their businesses: first
is that attached to it was one of And as Edgar says, “When we through growth in our orders
the fair-trade coin purses sold by give products it lets us re-order to them due to increased busi-
Global Girlfriend. with our groups who make the ness driven by new customers
goods so it’s a win-win for our who read the book and second
Why It Works brand and the women behind through other importers who
the products.” may choose to work with them.”
It has synergies on several levels.
It’s a product sample attached Takeaway Tip
to a printed promotional piece
so that people can identify the A branded book that tells the story behind
brand origin. But it also is about your business is excellent for growing aware-
using a branded book to create ness, among other things. Don’t pass up an
crossover appeal and awareness opportunity to promote your business with
for a brand. Says Edgar, “If you the book, which has crossover appeal. One
like our products (customer) I way to do that is to offer a product sample
hope you might read the stories to promote the book.
behind the products in the book.
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