Meet Handlebar

604 views

Published on

Meet Handlebar, an agency offering strategic marketing campaigns to some of the nation's largest publishers. We create campaigns for large agencies, boutique agencies, literary agents, and everything in between. Flip through our presentation to see what we've done in the past couple of years.

Our campaigns are tailored to each audience, based on book content and author personality. We love this stuff.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
604
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Meet Handlebar

  1. 1. Handlebar/C. Grant & Company Confidential Handlebar C. Grant & Company Integrated Marketing and Publicity ICRS 2013 Overview
  2. 2. Handlebar/C. Grant & Company Confidential Where is your finish line? Bestseller Influencers talking about your title Author relations and support Efficient processes A trustworthy partner 2 #1 on Amazon #1 on Amazon New York Times Bestseller New York Times Bestseller
  3. 3. Handlebar/C. Grant & Company Confidential Obstacles to the end goal Staff cuts Budget cuts Quickly shifting technology Personnel changes (or long-term leave) 3
  4. 4. Handlebar/C. Grant & Company Confidential Lessons from our relay team There is no cookie cutter way to achieve your goal Each book’s audience is unique, requiring targeted platforms and custom, integrated campaigns Consistency is key 4
  5. 5. Handlebar/C. Grant & Company Confidential Shift gears with us Google Adwords (Certified) Author Relations and Support Blog Tours Multiple Proprietary Social Platforms 5 Publicity Research Content Marketing Social Contests / Giveaways As a full-service marketing agency, we do all of this and much more. And we fully integrate each campaign to give you the most bang for your buck.
  6. 6. Handlebar/C. Grant & Company Confidential It’s all about teamwork... 6 Publishing Strategy Research and Product Development Advertising and Promotion Community and Content Marketing Author and Managed Services Publicity and Corporate Communications
  7. 7. Handlebar/C. Grant & Company Confidential ...and Integration Our big idea is this: we integrate each campaign with strategic marketing and publicity. We target each book’s audience using the right tools for publicity, traditional marketing, social media, sales promotions, and author tools and training. 7
  8. 8. Handlebar/C. Grant & Company Confidential Advertising Print Digital Google (Certified) Twitter Facebook average 1 - 2% click-through rate (FB average CTR .05%) 8
  9. 9. Handlebar/C. Grant & Company Confidential In short We offer digital and SEM marketing through use of PPC campaigns utilizing CPM, CPV, CPA, CPE and CPC pricing models to drive ROI. 9
  10. 10. Handlebar/C. Grant & Company Confidential Author Services Author training Social media support Long form content Websites 10 “[As a result of the training] I have a tentative plan to schedule out a bunch of posts and get blogging onto my productivity calendar... Handlebar really helped me figure out a way to brand myself that doesn’t feel too restrictive.” -Marcus Goodyear, Senior Editor, TheHighCalling.org
  11. 11. Handlebar/C. Grant & Company Confidential Authors represented include... Karen Kingsbury Ted Dekker Beth Moore Frank Peretti Rick Warren Randy Alcorn Rebekah Lyons Craig Groeschel Ken Canfield Lysa TerKeurst Shauna Niequist Shane Claiborne Philip Yancey John Ortberg Susan May Warren Wanda Brunstetter 11
  12. 12. Handlebar/C. Grant & Company Confidential Blog Tours 12 More than 2,000 quality, targeted bloggers available to review Bloggers also post reviews at online retailer sites
  13. 13. Handlebar/C. Grant & Company Confidential Twitter parties Facebook parties Social contests Fan and email acquisition 13 Community Building
  14. 14. Handlebar/C. Grant & Company Confidential Content Marketing Articles Social content Author Skype interviews Wiki’s Curriculum Ancillary products 14 Read more than 22,000 times
  15. 15. Handlebar/C. Grant & Company Confidential 0 1,000 2,000 3,000 4,000 Engagement Start Engagement End Subscribers 15
  16. 16. Handlebar/C. Grant & Company Confidential 16
  17. 17. Handlebar/C. Grant & Company Confidential Microsites 17
  18. 18. Handlebar/C. Grant & Company Confidential Publicity Strong, current media relationships in Christian and general trade Proactive approach to creating hooks and media opportunities Strong integration with social media and marketing Proprietary channels to complement Vocus and reach new segments Innovative, real-time reporting capabilities 18
  19. 19. Handlebar/C. Grant & Company Confidential Results Olympic Gold Medalist Gabby Douglas’ “Grace, Gold, and Glory: My Leap of Faith” 300+ media hits including: 19 Rebekah Lyons’ Memoir “Freefall to Fly” Media hits include:
  20. 20. Handlebar/C. Grant & Company Confidential Our Books Have Been Featured in…. 20
  21. 21. Handlebar/C. Grant & Company Confidential Corporate Communications Integrated, strategic communications Build the overall brand of the publishing house 21 “Handlebar is one of the very few fully integrated marketing firms serving publishers.  They achieve measurable results by customizing the best mix of tactics to meet the objective for each of our book projects. I’d recommend them highly.” -Steve Sammons, EVP, Zondervan
  22. 22. Handlebar/C. Grant & Company Confidential Research Cover / Title Storyline Trends and Topics Handlebar Central highly segmented research panels 22 I really feel my opinion counts as a part of the Handlebar family. Being on the Board of Bloggers has benefitted me and my family. I love it! -Jamie J., Blogger
  23. 23. Handlebar/C. Grant & Company Confidential Our Own Fan Base Proprietary blog, radio, and email lists Book giveaways 50+ Twitter accounts Niche Facebook pages 23 “I feel like the books you send to review are much better than many I receive....the kind I treasure and hope to reread over the years. Thank you so much.” -Geni W., Blogger
  24. 24. Handlebar/C. Grant & Company Confidential 24 Our Proprietary Blogger Database More than 2,000 bloggers, including segments for: Librarian Media Book Club Leader Pastor Bookseller
  25. 25. Handlebar/C. Grant & Company Confidential Proprietary Facebook Pages 25
  26. 26. Handlebar/C. Grant & Company Confidential Book Giveaways Tweet to enter Form entries Each paid giveaway captures hundreds of emails Generate more than 400,000 Twitter impressions in 5 days 26
  27. 27. Handlebar/C. Grant & Company Confidential Proprietary Twitter Accounts Include... 27 Name Followers @librarianvoices 6,547 @homeschoolsbest 3,445 @abcmoms 5,674 @momswhobelieve 3,482 @dadswhobelieve 4,769 @newchristianbks 6,492 @faithfulblogs 4,575 @churchinsights 2,697 @faithfulbooks 4,389 @faithfulreviews 3,469 @faithfulsahm 2,682 @faithfulparent 1,334 @christianbksnow 2,662 @topnewbooks 4,335 @todaysnewbooks 3,108 @youthmininfo 4,469 @youthpastorinfo 5,430 @reading2kids 2,579 Total 69,559
  28. 28. Handlebar/C. Grant & Company Confidential Chris Grant -- Former VP Marketing for all divisions of Zondervan and Christianity Today (CTi); Fortune 500 CMO (ServiceMaster); award winning marketer Keri Wyatt Kent -- Lead content and community manager; multi-title published author (Revell, Zondervan, IVP, Bethany House), blogger and speaker Mark Neal -- Lead digital advertising, SEO, content and app development efforts; journalist, published C. S. Lewis scholar Julie Busteed -- Project manager for all Handlebar marketing campaigns; administrative lead at ServiceMaster, Moody Memorial Church and The Christian Working Woman Vicky Lynch -- Lead publicist; former Tyndale House and SourceBooks publicist and Barnes & Noble community manager Tiffany Self -- Strategy lead for Handlebar marketing campaigns; former media relations director for Wheaton College (Ill.) Bill Paetzold -- Creative and design lead; former creative director at Tyndale House 28 Handlebar Team
  29. 29. Handlebar/C. Grant & Company Confidential Racing Partners Include… 29
  30. 30. Handlebar/C. Grant & Company Confidential Our Not-So-Secret Secrets to Success We work with people we like on projects we believe in We build teams for clients that would be cost-prohibitive to hire internally We integrate across disciplines We create complementary platforms We’re easy to work with and accountable 30
  31. 31. Handlebar/C. Grant & Company Confidential Final “Secret” We love this stuff. 31
  32. 32. Handlebar/C. Grant & Company Confidential Thank You 32 tiffany@handlebarpublishing.com julie@handlebarpublishing.com keri@handlebarpublishing.com mark@handlebarpublishing.com

×