It’s that time of the year again.
If you are as much as a television buff as I am (or was, before I cut the cable cord) you’ll know what the summer means for your favorite shows. Most are ending and some are beginning, but for nearly all television programs, this is Emmy Season.
You see, while the award ceremony is in the fall, voting for those eventual award winners is happening right now. You may have noticed “For Your Consideration” advertisements on your favorite entertainment related websites, or even on traditional fare such as billboards and bus stops. I’m pretty sure you can guess how important it is for a show to win an award and the studios behind these television programs campaign (and I do mean campaign) for their program to win. Last week, I visited a “House Of Cards ” themed food truck that was retrofitted to look like the favorite restaurant the main character. An ingenious move, as the non-traditional approach may help “House of Cards” stick out in the minds of the individual who has the power to vote. Also, it serves a nod to the fans of the series who recognize the (fictional) brand (like yours truly).
Even though literary awards have predated television achievements such as the Emmys, you could argue that the latter has a bigger sphere of influence these days. I could tell you that Emmy winners (more often than not) display their awards proudly in their offices and homes. While (for whatever reason) literary writers tend to downplay their achievements. Maybe that says more about writer than anything else, (and that’s squarely my anecdotal observation) but it’s still something to consider. That said, I wonder how much further would independent authors would go if they took the “For Your Consideration” approach to the advertising of their books. Instead of simply relying on a social network/banner advertising plan, perhaps trying a more unorthodox approach can help a novel or short story “break through the clutter” sort to speak. Now, I’m not saying everyone should start cruising around the town in food trucks (although if you do plan on doing that, please swing by my place), but it doesn’t hurt to think outside the proverbial box.
Local advertising tends to get tossed aside based on the sheer logic of things: Why spend hundreds on a local (print/billboard/sponsorship) campaign when I could just make a Facebook page and potentially reach millions of people for a fraction of the cost? Valid thinking, sure. However, the pros (ie. people with money to burn) usually address both of this with a two-pronged attack. That blockbuster Hollywood movie billboard has a website link or that flyer has a QR code, for example. Taking out an ad on a local radio program tailored to one city, and a modified ad for another city that both point to a singular online destination may be a way to get your word out on a local level.
You see that’s the whole thing about grassroots/viral marketing: You help the general public “feel” as if they discovered your brand on their own, despite the fact you planted the seeds for them. Hmm, it reminds me of a movie…
For the record, the BBQ grub based off a fake establishment from a series only available on a subscription/paywall-based site was pretty solid. Didn’t change my world or anything but if I had the power to vote for “House of Cards“, I would’ve been swayed by a pulled pork and chicken sandwich. Paradise.
–Flobo
Flobo Boyce 