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Case Study: Ready or Not! by Michelle Tam and Henry Fong

POSTED BY prbythebook ON October 12, 2017

Summary

Four years after the release of their New York Times best-selling cookbook, Nom Nom Paleo: Food for Humans, Michelle Tam and Henry Fong released their highly-anticipated follow-up cookbook, Ready or Not!: 150+ Make-Ahead, Make-Over, and Make-Now Recipes by Nom Nom Paleo (Andrews McMeel Publishing).
Ready or Not! focuses on one basic life skill that can make a huge impact on your health: cooking your own food—whether you’re ready to cook or not.

Campaign

  • Nom Nom Paleo’s focus is “food, family and fun” – they make delicious recipes for people who want to eat healthy – so the goal for this book was to first and foremost reach foodie media;
  • Michelle went on a nationwide tour of over 25 cities, we pitched media in all of her tour stops;
  • We targeted podcasts, since long-form interviews give authors a chance to really dig into their message (which can convert into book sales!).

Results

The authors had a very robust pre-sales marketing campaign to their devoted “nomsters,” which resulted in Ready or Not! being the #5 top-selling book in the U.S. for all books (on BookScan, only two copies behind #4) during the week of its release. The book also hit several bestseller lists:

 

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