CHALLENGE: Stephen J. Cannell had enormous success as a TV producer, and was transitioning to writing mystery novels. Cannell’s “Shane Scully” mystery novels needed to be promoted in a competitive market that was saturated with content.
INSIGHTS: Cannell’s TV audience was mostly young and adult males. However, the mystery novel audience demographic is primarily females 30-60. Cannell needed to be re-branded for this new audience.
SOLUTION: We created press releases for distribution to media, reader questions for book clubs, sweepstakes giveaways, video book trailers, e-newsletters, micro-sites for each book, book tour promotions, location photos of actual places mentioned in Cannell’s novels, and B2B content targeted to book stores and libraries. The result was five New York Times best sellers.
Stephen J. Cannell’s Main Website
E-Newsletter: Promote Books, TV Shows
Reader Group Questions for At First Sight
E-Newsletter: Promote Books, TV Shows
Giveaway To Promote Mystery Novel
Giveaway To Promote Mystery Novel
B2B Letter To Librarians
“The Pallbearers” Micro-Site
“Three Shirt Deal” Micro-Site
“The Prostitute’s Ball” Micro-Site
Video Scripts – Book Trailers and More
Charity Bid To Appear In Cannell Novel
Stephen J. Cannell Facebook Page
Graphics (Ads, Amazon Store, Bookplates)
Online Ads: Cannell Novels & TV Shows
Promotion For “The Poker House” Film
Banner Ads For “At First Sight”
“Prostitutes Ball” Novel T-Shirt Promotion
