I’m still thinking of something extraordinary with which I can advertise my books to the world. I’ve been told that there has to be an advertising hook – something to attract and hold the reader/viewer’s attention in order to make the sale.
I have to take a page out of Honda’s book (couldn’t resist the pun – sorry). They’ve come up with an original and brilliant way to promote their products and I wish I could have a piece of it! Of course, I can’t recreate anything on such a big scale, I’m still a struggling writer. I can’t even touch anything in their ball park, in all honesty. However, the principle of creativity struck me as something artists like ourselves can learn from.
Honda is not just sponsoring documentaries on Channel 4 (one of the UK and Ireland’s biggest TV channels), they’re going one step further, and for their campaigns, are making mini-documentaries themselves. These will feature four different, real-life customers who’re using Honda products in unique ways.
The mini docs will point potential customers to the online version, where they can see the whole story. The first of these films, made by Wieden + Kennedy, (W+K) features Philippa, a British alpaca breeder who uses a trusted Honda ATV to get around her farm to tend to the animals.
Of course, each mini doc will be accompanied by a hype of activity on Twitter and Facebook, where viewers can then upload their own photographs and videos to show how they use Honda products in unique ways. The favourite will then be made into a fifth documentary and used as TV adverts, so get your cameras and video cameras fully charged, folks.
Well, sadly, I haven’t got a Honda. But I’ve got a few books I need to market. Advice anyone? Maybe the video will give you some inspiration.