The Carrot Principle: How the Best Managers Use Recognition
By: Adrian Gostick & Chester Elton
Book History
The Carrot Principle was a re-release of the original version, which included additional data. The challenge was creating a bestseller while the original was already out in the marketplace and wasn’t performing as expected—however, it was doing favorably in niche marketplaces and had a loyal following.
Execution
To drive sales, RSI engaged numerous relationships, and crafted a strategic brand awareness campaign to attract a targeted audience. Airport billboard advertisements were spread among the country’s top business travel airports. Exclusive positioning was secured with Delta Airlines for placement of an ad in their Sky magazine, as well as distribution of free books to their members in select Crown Room locations nationwide. Strategic placement has enabled ads to remain in a select airports even today. To reach even more qualified audiences, RSI engineered a massive exchange email drop with alliance partners. Emails were blasted to hundreds of thousands of names—via partnership databases--to promote the book’s relaunch. Speaker’s bureaus and agents were also involved, promoting the already renowned authors and the revised book.