Back in November 2002, I dropped out of the sales promotion agency world and went on my own as an independent consultant. Suddenly the master of my own universe, I realized that I had the opportunity to entertain other interests at the same time. Among these were traveling cross country and writing a book, both long-time desires. After reading John Steinbeck’s 1962 classic road trip novel, Travels with Charley, wherein he and his dog motor around the perimeter of the U.S. to take America’s pulse, I was inspired to both replicate his journey and document my own adventures in book form.
I realized, though, in the planning stages, that such an undertaking — through 35 states, along 16,000 miles of American road, over 2-1/2 months and in a road-worthy vehicle that would need to be stocked for any eventualities — would be costly. So I aggressively tackled Corporate America, seeking sponsorship support to help offset my travel expenses.
Inspired by newspaper clippings about the journey, a concise PowerPoint deck that I fashioned and my persuasive manner, no less than a dozen companies came on board. Donations included ExxonMobil gas cards, Coleman camping supplies, a CompUSA-provided laptop computer and accessories, PolarMAX fleece clothing, Gerber Legendary Blades camp tools, Frito-Lay chips and salsa, Rolling Rock citronella candles, T-Mobile cell phones, Stop ‘n Shop groceries and KOA campground discounts. Plainville, CT-based TK Auto Wholesalers also knocked down the price of my van and connected me with Wolcott Tire and Planet Hi-Fi for new tires and a CD player, respectively.
In return for their support, I gave sponsors up-front credit in my book and made reference to their products throughout it as I used them — similar to product appearances in films. The laptop tie-in was a natural given that it was my main writing and communication instrument and I used it daily. Coleman products were front and center at every meal or camping occasion. The gas cards steered me to Exxon or Mobil stations exclusively in the first nine states I visited. In one instance, I visited my sponsor Frito-Lay’s distribution center to see some of their behind-the-scenes processes and talked about their attention to quality and production output. Or I spoke about spotting some of their delivery trucks on the road. In all press interviews I conducted, both locally and in the many towns and cities I visited around the country, I mentioned my sponsors for inclusion in articles. I showed and demonstrated various sponsor products to dozens of other travelers that I encountered. I agreed to wear logo emblazoned clothing and feature sponsor names on my van.
On the back end, to mark the book release (scheduled for spring 2004), I’ve offered sponsors the opportunity to have their representatives and/or their products on hand as I make appearances at bookstores and other venues. I plan to show and even demonstrate some of the sponsor equipment I used and create a mini tradeshow atmosphere designed to capture a higher level of interest and interactivity than the usual author-at-the-podium presentation. For example, with my Coleman RoadTrip grill, I’ll be cooking up moose steaks and buffalo burgers — like I did on the road — for patrons that buy my book. Goodie bags containing sponsor coupons, rebates, product brochures and mini samples will also be offered. In this way, not only will attendees have an opportunity to connect with and learn more about particular products, but also enjoy a little lunch and walk away with an entertaining travelogue.
Participation doesn’t have to be limited to the original sponsors either, but can include any other companies with related products who want to communicate a message to the reading public. These appearances will be promoted within the stores, on their Web sites and via newspapers, but also radio with which my sponsors can tie in by featuring ad spots or putting up product to be given away in on-air contests. These challenges will relate to traveling or geography or be customized to accent product features. Television talk show exposure, with a similar product demonstration focus, is also planned, completing a multi-pronged circle of promotion.
Because of the unique nature of these events, press interest should be stirred, particularly as a percentage of sponsor funds will be devoted to scholarships encouraging young writers at designated educational institutions. These can even be established in specific company names, and press events can be coordinated around their awarding.
Obviously, there’s a lot that you can do in this arena to bring some unique exposure to you or your client’s products. But don’t wait for an author to approach you. I expect that my approach was a unique one and driven as it was only because of my many years in the promotion and advertising field. Best to craft a presentation that spells out the kind of promotional considerations that you would like to see and what you will offer in return — be it products or funding — then identify the genre or specific authors that most relate to your product line. Pitch your proposal to the marketing folks at the larger publishing houses or contact the better known literary agents through helpful resources such as Literary Marketplace. They’ll be your best guides to determine marketplace needs.
I’ve always believed in taking the road less traveled and this particular promotional angle certainly falls into that category. Follow it and I think you’ll find many rewards along the way.
Happy trails!
Mike Lauterborn’s book, Chasing Charley, will be in bookstores this spring. He can be reached in Fairfield, CT, at 203-259-2171.
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