Cady Hurtzig

This partnership does appear to be a natural one and it does seem that they would integrate seemlesly.

However, I feel as though 2 weeks is a long time for the Macallan to be taking over Esquire.com. The excitement might wear off for regular visitors and users may forget the Esquire branding. Two weeks seems like a long time in the digital world. This would be the risk for Esquire,

Hi Cady,

Great post relating Auster’s 5 steps to a real workplace scenario.. My company is currently in the process of implementing a huge systems change over the course of the next few years, and I feel as though all of these steps are completely relevant to the approach that they are taking and that is required, I was particularly engrossed in the meeting introducing the change which happened yesterday because many, if not all of these steps came into play,

@Cady-Hurtzig, I literally said the same thing regarding expecting the unexpected during a webinar I led 2 weeks ago for the Marketing Association. I like how you related the five steps to your experience working for Apple retail. Auster undoubtedly came up with one of the better taxonomies.

Good stuff @Cady-Hurtzig. Not only would I add paid options but I’d throw in Snapchat for good measure.

Marketing her book in this way was a smart move. She was able to target her audience directly on a minimal budget. It is well known that authors need to have a following to sell a book so building up her social media so using creativity social marketing was so smart on her part.

I like the way she marketed her book, it seems to be appropriate for her target demographic. I agree that it can only further her reach to use more channels. I like Steve’s comment about adding Snapchat because that is a platform where a large teen to twenty-something age range demographic. are very active on. If she used other platforms like Snapchat, Twitter, Blog, Tumblr, Pinterest, Google+, or LinkedIn it would further increase her and her products visibility.

I do believe her focus on millennials has narrowed her expose to a select audience. If she increased her exposure, more people would become familiar with her book and overall brand. A parent might want to purchase this as a gift for their 20-something child if they are exposed to it. It makes sense to initially put the focus on her target audience, but I do believe their can be increased brand recognition if she increases her platforms to reach a larger audience.

Great post, Cady! I like the way Jayne marketed her book across Instagram and YouTube. I think keeping her marketing efforts focused on two channels where she knew her exact audience was, kept the audience more interested and focused. Expanding her efforts to more channels could be good to gain a new audience, but she must be aware of what audience comes along with each platform – and if that audience would be right for her to target. Paid advertising could be a good option for her, however it may take some authenticity away from her book. Sometimes keeping marketing efforts organic are better in certain situations.

Thanks, Cady. I really kind of love this. And kind of want this book…. I think she’s probably made the right decision targeting her focus on millennials. I can’t imagine this content appealing to my parents at all. It really is more about today’s 20-something’s lifestyle. I think her channels were appropriate, but agree with the other comments that she could consider expanding her reach. While Instagram is a favorite of this generation, Facebook still has such a larger base. It couldn’t hurt to incorporate some marketing via Snap Chat, Facebook and Twitter.

Thanks, Cady – nice post! I agree on most points shared by other commenters here as far as more channels equals more reach, but the only other channel I’d advocate for specifically is Facebook. The video is extremely well-produced, the photography is fantastic, and it draws you in immediately- it would work tremendously on an auto-play in a Facebook feed. I think there’s probably enough bleed between channels that with the success of the video it will end up elsewhere anyway, but that auto-play feature could be a nice boost in terms of visibility and reach. My only gripe is that she strikes me as more of a complainer than someone in the throes of soul-crushing ennui. Get a new job if ya hate it so much, lady. Also, would have been funnier if she totally reversed course and was genuinely psyched about Pizza Day. Don’t hate on Pizza Day.