{"id":9834,"date":"2013-12-30T08:07:18","date_gmt":"2013-12-30T16:07:18","guid":{"rendered":"http:\/\/writersfunzone.com\/blog\/?p=9834"},"modified":"2013-12-30T08:08:13","modified_gmt":"2013-12-30T16:08:13","slug":"what-authors-can-learn-from-the-promotion-of-anchorman-ii-starring-will-ferrell-as-ron-burgundy-by-scott-lorenz","status":"publish","type":"post","link":"https:\/\/writersfunzone.com\/blog\/2013\/12\/30\/what-authors-can-learn-from-the-promotion-of-anchorman-ii-starring-will-ferrell-as-ron-burgundy-by-scott-lorenz\/","title":{"rendered":"What Authors can Learn From the Promotion of Anchorman II, Starring Will Ferrell as Ron Burgundy by Scott Lorenz"},"content":{"rendered":"

\"ron<\/a><\/p>\n

Today on Writer’s Fun Zone we welcome book publicist Scott Lorenz as he shares with us how authors can learn from the promotion of Anchorman II. Enjoy!<\/p>\n

***<\/p>\n

“Anchorman II: The Legend Continues” is the highly anticipated, long overdue sequel to 2004’s “Anchorman: The Legend of Ron Burgundy.” The first film quickly became a cult classic with its quippy one-liners and hilarious cast. The sequel premiered December 18. Leading up to the movie’s release, the “Anchorman” team took promoting the film to another level.<\/p>\n

Ron Burgundy was EVERYWHERE. In the year and a half following the announcement of the sequel, there was a museum exhibit, a book<\/i>, a Ben and Jerry’s ice cream, a new brand of Scotch, TV commercials for the Dodge Durango, an iPhone app, TV cameos, viral videos, a website chock-full of GIFs and a college was even renamed after Mr. Burgundy.<\/p>\n


\n<\/a>So in the marketing and promotional spirit of Ron Burgundy here are some tips authors can use in the promotion of their own books.<\/strong><\/p>\n

    \n
  1. Don’t hesitate doing a small town, small market local news show as it might have national implications.<\/strong> \u2018Ron Burgundy\u2019 made a guest appearance on a local news program in Bismark, North Dakota. The clip was so funny it was shown on news casts on every network all over the USA. \u00a0How does this work for authors? I\u2019ve seen my author interviews on local news picked up on by the national affiliates of FOX, CBS, NBC and ABC-TV and shown across their syndicated network. In fact many stories are put up \u2018on the satellite\u2019 so other affiliates can grab them and run the story. Sometimes those stories are localized by adding a local twist. Furthermore, the national news desks have people in the news room whose job it is to push and promote those stories to their affiliates. Contact your local news outlet for an interview and don\u2019t hesitate to travel to a small market for an interview. Here\u2019s the infamous North Dakota TV clip in its entirety. http:\/\/youtu.be\/2b5IhzGuMPg<\/a><\/li>\n
  2. Write your own testimonial.<\/strong> In his book Let Me Off at The Top<\/i><\/b> \u2018Ron Burgundy\u2019 put his own blurb right on the\"ron<\/a> cover: \u00a0\u201cI Wrote a Hell of a Book!\u201d<\/b>\u00a0 Most authors\u00a0\"ronagree their book is \u201cOne Hell of a Book\u201d<\/b> but it\u2019s rather self-serving you won\u2019t be able to get away with it. But who<\/i> can say that for you<\/i>? Find that person and get that testimonial. I\u2019ll often ask an author if you could get anybody to blurb your book who would it be? Make a list of the top ten. Then if it\u2019s in the realm of possibilities go out and get it. Check out the Let Me Off at The Top<\/i><\/b> book trailer here: http:\/\/youtu.be\/to2UYdirkpg<\/a><\/li>\n
  3. Be willing to travel all over the country.<\/strong> \u2018Ron Burgundy\u2019 went from North Dakota to Connecticut, to Los Angeles and New York. \u00a0Obviously travel costs money but, so does obscurity<\/b>. If nobody knows about your book what was the point in writing it? Your book is a \u2018start-up\u2019 spend time and money to promote it. Get your name and your work out there and as far out there as possible. Don’t settle for \u201chometown press\u201d with the headline \u201clocal man\/woman publishes book\u201d story. Take your work and promote yourself across the country. Look to special events like book festivals across the nation that you can tie to your book. Check out my list of book festivals<\/a> and plan to attend a few.<\/li>\n
  4. Target internationally.<\/strong> \u201cComedy is very subject to local and cultural sensibilities,\u201d Andrew Runyon, Paramount\u2019s Vice President of interactive marketing points out. \u201cIt requires a little bit more customization.\u201d In order to be equally relevant and funny in America as well as abroad, Will Ferrell created some videos for markets in the U.K., Ireland, and Australia. How can an author do this? Delve deep into the messages, themes, and characters of your book. Think about different cultures and how they might perceive your work. Make your book appeal to different nationalities. Show them why your book is as relevant in America as it is in Italy or England. YouTube goes worldwide, so does your Pinterest page and so do most press releases. I get phone calls and inquiries from all over the world requesting my authors conduct interviews. If you are not trying to get attention worldwide it won\u2019t happen by itself. Check out this clip from Australian TV. http:\/\/youtu.be\/K0olH1FmP1Q<\/a><\/li>\n
  5. Ron Burgundy clips are shown on local newscasts. Context is key.<\/strong> “Part of the reason these clips work so well is that it’s placing Ron Burgundy in a modern context, something that adds a fish-out-of-water element to his already goofy charm,” says Drew Taylor of indiewire.com<\/a>. Ron Burgundy found his niche in broadcast journalism. Think about where your book fits in best. \u00a0A restaurant chef protagonist might sell well in Sur La Table <\/b>or Williams Sonoma<\/b>. A murder mystery book might gain press at a murder mystery themed weekend getaway. A lifestyle book may be picked up in a hotel bookstore that’s renowned for team-building activities or company retreats.<\/li>\n
  6. Stir up a little competition with your readers.<\/strong> AdWeek.com’s Christopher Heine explains,” Working with Zemoga, Paramount is employing a social media-styled casting call. The talent show-like initiative, ‘Join Ron\u2019s News Crew,’ asks people from around the world to audition for the positions of anchor (#TeamRon), meteorologist (#TeamBrick), sportscaster (#TeamChamp) and live reporter (#TeamBrian).” The people auditioning will post their videos online and hashtag which team they’re on. Start your own social media competition. Encourage fans to submit videos, GIFs, artwork, or stories to win a competition of your choosing. Your fans could create the cover art or choose an alternate ending. They could win a day in the life of your lead character or be chosen to have a private lunch with you, the author.<\/li>\n
  7. Think big, but also think small.<\/strong> The Anchorman II promotional team was especially proud of their collaboration with Tumblr. Nine animated GIFs were pieced together in order to create a socially embeddable poster for the film. Cliff Marks, president of National CineMedia feels it is possible for GIF mashups to be the future of movie posters in this digital age. \u201cThese small, chewable formats are a cool way to present your content,\u201d he says. \u201cAnd the studios are starting to make that content a focus.\u201d<\/li>\n<\/ol>\n


    \n<\/a>The Bottom Line:<\/b> Think like Ron Burgundy and consider some non-traditional marketing methods to get your book on the radar. If you ever want to become a top selling author get some swagger, step over the line and steal a line from Ron Burgundy, \u201cI don\u2019t know how to put this but I am kind of a big deal.\u201d<\/p>\n

    ***\u00a0<\/b><\/p>\n

    \"\"<\/a>About Book Publicist Scott Lorenz<\/b><\/p>\n

    Book publicist<\/a>\u00a0Scott Lorenz is President of\u00a0Westwind Communications<\/b>, a\u00a0public relations<\/a>\u00a0and marketing firm that has a special knack for working with authors to help them get all the publicity they deserve and more. Lorenz works with bestselling authors and self-published authors promoting all types of books, whether it\u2019s their first book or their 15th book. He\u2019s handled publicity for books by CEOs, CIA Officers, Navy SEALS, Homemakers, Fitness Gurus, Doctors, Lawyers and Adventurers.\u00a0His clients have been featured by Good Morning America, FOX & Friends, CNN, ABC News, New York Times, Nightline, TIME, PBS, LA Times, USA Today, Washington Post, Woman\u2019s World, & Howard Stern to name a few. Learn more about Westwind Communications\u2019\u00a0<\/a>book marketing<\/a>\u00a0<\/a>approach at\u00a0<\/a>http:\/\/www.book-marketing-expert.com<\/a>\u00a0 or contact Lorenz at\u00a0scottlorenz@westwindcos.com<\/a>\u00a0or by phone at 734-667-2090. Follow Lorenz on Twitter @aBookPublicist<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

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