Delivering Happiness: A Path to Profits, Passion, and Purpose
By: Tony Hsieh
Book History
In Tony Hsieh's first book, the CEO of Zappos tells his story amongst a pre-existing media storm—where the online retailer is already being sought out by many of the world's most prestigious organizations to find out how a start-up turned into mega-force in just 9 years.
The book was highly anticipated by the business community. The hurdle was whether the book would live up to the existing "buzz" surrounding the organization.
Execution
Four months before the book launch, RSI created a custom redemption card for all of Tony’s speaking events pre-launch. The attendee could then visit www.deliveringhappinessbook.com/free to redeem a copy of the galley. 10,000 galley copies were given to multiple audiences including SXSW, D8, WWD Summit, Live Strong, Big Omaha, Time Inc., Zeitgeist—a risk because many of the readers were possible customers, but also would be the book’s biggest evangelists. Then RSI managed a Groupon offer and fulfillment that sold 1,600 copies of Delivering Happiness that bolstered additional online publicity, blogger commentary, customer testimonials, and media attention.
RSI then joined one of the most talented book tour teams to launch a 3-month, 23-city tour, which placed Hsieh center-stage in-front of his raving fans—businesses, entrepreneurs, and people who love shoes and clothes. RSI was responsible to securing publicly promoted events to the city’s business leaders. At the core of RSI’s responsibilities was the activation of the local American Marketing Association or the EO (Entrepreneur Organization) chapters to ensure there were hundreds in attendance.
RSI is proud to have played a small part of one of the most successful book tours in the last decade.
Result
- #1 New York Times
- #1 Wall Street Journal
- #1 USA Today
- #1 Amazon