Book marketers borrow a page from the movie playbook
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Paul Fireman of Fireman Creative is producing video trailers to promote books.
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In a rambling two-story loft on the South Side, Paul Fireman is changing the way major publishers sell their books to readers.
Borrowing a marketing tool from the film industry, he began to produce video trailers to promote books a few years ago. He created one for "PostSecret," which grew out of a project by a writer who had invited people to send him anonymous postcards with a secret they were willing to share. The video is a slideshow of the postcards with their brief messages -- "My mom chose my stepdad over me" "Jail isn't anything like the movies" --with poignant music in the background and narration by the author, Frank Warren, describing the project.
It worked. It has gotten more than 2 million views on YouTube, and the hits are still streaming in.
PG VIDEO: MOVIE-STYLE BOOK TRAILERS"What is truly remarkable is that the videos live on, so they continue to market the books," said Mr. Fireman, head of Fireman Creative, a creative communications and technology firm. "I just read comments left this year for a video posted four years ago."
Fireman Creative, like other marketing firms, is now producing and promoting trailers for many of its publishing clients. Much like their movie counterparts, these videos function as short teasers designed to hook readers by giving them a dramatic short preview of the story.
The trailers are typically between two and five minutes long and usually are found on YouTube and publishers' websites. Some trailers feature re-created scenes from the book to tease viewers; others showcase the author reading from his or her work, or depict images associated with the book.
The trailers are one new tool used in conjunction with the traditional methods of print advertising, author tours and bookstore displays.
Publishers of all sizes, including Fireman Creative's clients, are embracing social media by calling on Facebook, Twitter and YouTube to promote their authors and their books. In addition to trailers, many publishing houses now promote books via social media and live-streaming web events.
"Social media is reshaping the way we communicate and publishers are quickly embracing new tools to engage readers," said Mr. Fireman, a 46-year-old resident of Squirrel Hill.
First Published April 3, 2011 12:00 am
